The author holds the view that the prolocutor is an important part of the advertisement activity.However,compared with the advertiser,the advertising agent and advertising promulgator,the prolocutor is in a subordinate position.The prolocutor engaging in false advertisement infringe on the consumers' right of knowing the facts.It not only acts against the Good Faith principle,but also is illegality.Therefore,it should assume corresponding legal liabilities.As to the concrete forms,administrative liability should be the priority,civil liability and criminal liability should be the supplement.