Celebrities could be held accountable for deceptive advertising if they endorse a health product that injures consumers, a draft amendment proposed on Monday.

The draft amendment to the Law on the Protection of Consumer Rights and Interests suggested that those designing, making and publicizing false advertising of products or providing services should bear joint liability if the products and services affect consumers' health and causes harm.

Any "social groups, organizations and individuals" who endorse substandard products to consumers in a false advertisement should also bear their share of responsibility, the draft amendment proposes.