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ID:51928739
大小:1.71 MB
页数:44页
时间:2020-03-19
《论比较广告的竞争法规制.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、中文摘要比较广告是一种将自己的商品或者服务与竞争对手的商品或者服务作对比,以突显自身优势的宣传手段,一旦被滥用就可能构成不正当竞争,危及正常的竞争秩序。因此,为维护公益与秩序,应当从竞争法角度出发,以比较广告构成不正当竞争的法律界定为中心,为比较广告的使用提供明确的标准和可操作的规则。判断比较广告是否构成不正当竞争应当以比较对象的可比性、内容客观真实性、比较方式的公平性、诚实信用为标准,并结合一般构成要件综合分析。比较广告只要构成误导,即为不正当竞争行为,该判定不以虚假宣传为要件;而构成商业诋毁的比较广告之所以被认定为不正当竞争行为,就在于违反了商业道德作恶意攻击。为解决我国比较
2、广告法律规制的缺陷问题,将比较广告纳入竞争法的调整范畴,修改、完善相关法律,对比较广告的概念、具体判断判断标准、法律责任等问题加以规定,并健全监管制度,趋利避害,可使比较广告的发展步入规范化的轨道。关键词:比较广告:不正当竞争;竞争法规制AbstractComparativeadvertisementisakindofpublicitymeansthatcomparetheirproductsorservice谢tllcompetitor'stohighlighttheirownadvantages,whichisonceabusedwillprobablyconstituteu
3、nfaircompetitionandendangernormalcompetitionorder.Formaintainingpublicwelfareandrules,weshouldcentrethelegaldefinitionofconstitutingunfaircompetitionbycomparativeadvertisementfromtheperspectiveofCompetitionLawtoprovidespecificcriterionandpracticalrulesforusingthecomparativeadvertisement.Wesho
4、uldconsiderthecomparabilityofcomparison,theobjectiveauthenticityofsubstance,theequityofcomparisoncriteria,honestyandcredibilityasstandard,andcombine诵mgeneralconstitutionscomprehensiveanalysistojudgeifthecomparativeadvertisementconstitutesunfaircompetition.Wheneverthecomparativeadvertisementco
5、nstitutesmisleading,itisunfaircompetition,whichdoesn’tconsiderthefalseadvertisementasaelement.Thereasonwhythecommercialdiscreditingcomparativeadvertisementisidentifiedasanunfaircompetitionisthemaliciousattackwhichisagainstthebusinessethics.Comparativeadvertisementshouldbebroughtintotheadjustm
6、entcategoryofthecompetitivelawtosolvethedefectproblemonourcomparisonadvertisinglaws.Besides,revisingandperfectingtherelevantlaws,stipulatingthedefinitionofcomparativeadvertisement,determinationcriterionandlegalresponsibilityandtperfectingthesupervisionsystemCanleadthedevelopmentofcomparativea
7、dvertisementtoastandardizedtrack.Keywords:comparativeadvertisement;unfaircompetition;regulationfromcompetitionlaw.II.目录中文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IAbstract·⋯·⋯⋯·⋯·⋯·⋯⋯·⋯⋯·⋯·⋯·⋯·⋯⋯·⋯⋯⋯⋯·⋯⋯·⋯⋯·⋯·⋯·⋯⋯⋯·⋯⋯⋯·⋯⋯·⋯·⋯·II绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
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