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1、AbstractThedevelopedmarketeconomymakesadvertisingboom,inreturn,theprosperityoftheadvertisingindustryisdrivingtherapiddevelopmentofthemarketeconomy.JustaswhatFranceadvertisingcriticRobert•Lalansaid:”theairwebreathe,ismadeupofoxygen,nitrogenandadvertising".Astoth
2、atwecanseehowimportantadvertisingisinourlives.Amongthevariousformsofadvertising,comparativeadvertisingshowsitssuperiority.whichiscolorfulandactiveinthisarenaintheinformationage.Fromthepointofviewofmarketeconomy,comparativeadvertisinghaspromotedindustrycompetiti
3、onandprotectedconsumers'rights.However,someadsarearedherring,underminingfaircompetitioninthesocialorder,violatingthelegitimaterightsandinterestsofotheroperatorsandconsumers.Itwasvividlydescribedthatthecomparativeadvertisingis"armedwithchainsofdance"and"dancingo
4、ntheedgeofaprecipice".Inshort,thereareboththeadvantagesanddisadvantagesofcomparativeadvertising,itisaurgentproblemforourlegislaturetotakeadvantageofcomparativeadvertising,andpromotefaircomparativeadvertisingregulation.Thisarticleisdividedintofiveparts,theconten
5、tsaresummarizedasfollows:PartI:inthissection,atypicallitigationofcomparativead"BlueMoonProcterandunfaircompetitionlitigation"isgivenasanexample,andclearoverviewofthislawsuitcaselawsuitsfollows,whosefocusiswhether"NewTide"detergenteffectisobjectivelytrueandwheth
6、erProcteradvertisingisdowngradingthe"BlueMoon"collarclearreputation.PartII:inthissection,takingHBlueMoonProcterandunfaircompetitionlitigation"asthelogicalbasis,theauthormakesareferencefortherestoftheworldtodefineadvertisingandunfaircomparativeadvertisingandfurt
7、hersthedistinctionfromfouraspects・PartIII:inthissection,theauthorclassifiedunfaircomparativeadvertisingasmisleading,thecommercialactsofslanderandotherunlawfulmethodfromtheperspectiveofunfaircomparativeadvertisingextension,andmakeadetailedanalysisoftheformsandcr
8、iterionfortheirbehaviorandsoon.IVpart:inthissection,astheaboveandsomerelatedtolegislativepracticeofcomparativead,1cancometoanconclusionthatProcterandcompanybehaviorconstitut
