试论我国虚假广告规制制度的适用与完善论文

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1、试论我国虚假广告规制制度的适用与完善　摘　要　广告已成为经营者自我推销和消费者获取市场信息的重要载体但是现今社会虚假广告泛滥损害消费者和其他经营者利益的行为不绝破坏了社会主义市场经济秩序我国现有法律对虚假广告行为规制不尽完善本文从实务需求的角度在借鉴其他国家对虚假广告有关规定的基础上对我国虚假广告法律规定的适用和完善进行分析以期对有效遏制虚假广告行为促进广告市场的有序竞争有所裨益本文正文共分三章第一章对虚假广告进行一般分析明确虚假广告的概念特征及危害性并指出美国欧盟等国对虚假广告的规制和我国现有法律规定第二章探讨了实务中虚假

2、广告的认定问题分析引人误解与虚假之间的关系提出判定引人误解的标准并辨析了两个相关概念第三章在分析现有法律规定不足的基础上建议明确引人误解的判断标准完善虚假广告的基本责任制度并弥补虚假广告中个人代言者在虚假广告责任的不足关键词虚假广告引人误解消费者个人代言　THERESEARCHOFAPPLICATIONANDIMPROVEMENTONLEGALREGULATIONOFFALSEADVERTISEMENTINCHINAABSTRACTAdvertisinghasbecomeanimportantcarrierforth

3、eoperatorsofself-marketingandconsumersaccesstomarketinformation.However,toomanyfalseadvertisementsoverruninmodernsociety,thosefalseadvertisementsdamagetheinterestsofconsumersandotheroperatorsinlongtime,andgreatlydamagedtheperfectofsocialistmarketeconomy.China’slawo

4、nfalseadvertisinghasanimperfectregulatorysystem.Thisarticlewillbefromtheviewofpracticalpoint,onthebasisoftheexperienceofothercountriesinthefalseadvertisingandotherrelevantprovisions,bringupmanysuggestionsonhowtoimprovethelegislationoffalseadvertising,inordertocurbt

5、heactsoffalseadvertisingtobetterpromotetheorderlycompetitiveinadvertisingmarket.Thepaperisdividedintothreechapters.Thefirstchaptergeneralanalysesthefalseadvertising,clearstheconceptoffalseadvertising,featuresandharm,andillustratestheregulationoftheUnitedStates,theE

6、UaboutthefalseadvertingandChina’sexistinglaws.Chaptertwodiscusseshowtojudgethefalseadvertisinginpractice,pointsoutthat“misleading”isthesubstanceofelementstofalseadvertising,anddeterminesthreeaspectsofstandardstojudge“misleading”.Thispartalsoanalyseshowtojudgefalsea

7、dvertisingfromcomparativeadvertising.Thethirdchapterisonthebasisofanalyzingthelackofexistinglegalliability,suggeststhatpersonalendorsementoffalseadvertingshouldbeheldliability.Atthesametimespecificresponsibilitiesshouldbeimprovedonthreeaspectsthataresettingupnewsta

8、ndardsonamercing,workingupinformationdisclosuresystemoffalseadvertisingandsubjoiningtheformofliabilityofpersonalendorsement.　　KEYWORDSfalseadver