试关于我国虚假广告规制制度的适用及完善.pdf

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 THE RESEARCH OF APPLICATION AND IMPROVEMENT ON LEGAL REGULATION OF FALSE ADVERTISEMENT IN CHINA ABSTRACT Advertising has become an important carrier for the operators of self-marketing and consumers access to market information. However, too many false advertisements overrun in modern society, those false advertisements damage the interests of consumers and other operators in long time, and greatly damaged the perfect of socialist market economy. China’s law on false advertising has an imperfect regulatory system. This article will be from the view of practical point, on the basis of the experience of other countries in the false advertising and other relevant provisions, bring up many suggestions on how to improve the legislation of false advertising, in order to curb the acts of false advertising to better promote the orderly competitive in advertising market. The paper is divided into three chapters. The first chapter general analyses the false advertising, clears the concept of false advertising, features and harm, and illustrates the regulation of the United States, the EU about the false adverting and China’s existing laws. Chapter two discusses how to judge the false advertising in practice, points out that “misleading” is the substance o