商品营销中虚假广告的界定与处理论文.doc

商品营销中虚假广告的界定与处理 摘 要 改革开放以来，我国广告业发展迅速，而虚假广告大量出现，严重干扰了正常市场秩序，一方面降低了广告的可信度，导致消费者对广告的信用危机，阻碍广告事业的发展，另一方面破坏竞争的公平性，侵害同行业竞争者的权益。任其发展将严重破坏我国尚未成熟的社会主义市场经济，阻碍国民经济的发展。 本文从虚假广告的界定与分类入手，阐述我国虚假广告泛滥并难以治理的现状，继而提出“虚假广告利益驱动链”的理论并加以分析说明，对症下药：提出加强各环节法律意识，提高社会责任；从企业抓起，将虚假广告扼杀在摇篮里。其间对比、借鉴国外相关立法经验与实践，最终，对我国虚假广告界定及监管治理提出合理性建议，为我国筑构一个健康和谐的广告市场环境提供参考。 关键词：虚假广告；界定标准；监管治理 Defining and Dealing with False Advertising in Product Marketing Abstract Since reform and opening, Chinas advertising industry has developed rapidly, and lots of false advertising has been there .This seriously disturbed the normal market order .On one hand it reduces the credibility of advertising, leads to consumers’ credit crisis to advertising and hinders the development of advertising .On the other hand, it damages fair competition and breaches the interests of the industry competitors. And indulgence of it will seriously damage Chinas socialist market economy that has not yet mature and hinder national economic development. This paper, in terms of definition and classification ,exclaims the present situation of inundation of false advertising and of difficulties to control. And then it brings forward the theory and analyzes the interest-driven chain of false advertising and gives some suggestion according to this :First , strengthen legal awareness of every section ;Second ,enhance social responsibility ;Third , start from the enterprise and strangle false advertising in the cradle .Through contrasting and learning from foreign experience in the relevant legislation and practice, ultimately ,the author has put forward reasonable suggestion on our definition of false advertising and regulatory governance to build a healthy and harmonious environment for the advertising market for reference. Keywords：False advertising；Defining standards；Regulatory governance 1 虚假广告的界定及分类 1 1.1虚假广告的定义及界定标准 1 1.1.1虚假广告的定义 1 1.1.2虚假广告的界定标准 1 1.2虚假广告的分类及中外处罚对比 2 1.2.1虚假广告分类办法 2 1.2.2虚假广告处罚的中外对比 2 2虚假广告的现状、危害、成因及解决办法 3 2.1虚假广告难以治理的现状及其