竞争法视角下比较广告法律规制研究

发布时间：2018-01-21 10:29

本文关键词： 比较广告虚假宣传竞争法　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：广告作为连接生产者与消费者的桥梁,通过其独有的宣传方式,吸引消费者购买产品或服务,备受生产商、经营者的青睐。作为广告表现方式中独特的一种,比较广告通过与其他具有竞争关系的商品或服务进行比较,进而起到能够凸显自我商品或服务价值的作用,而在我国各市场经济领域中运用广泛。它最早兴起于美国,至今,世界上绝大多数国家都以法律的形式肯定了其合法性。我国对比较广告尚未作出明确的规定。长期以来,比较广告的合法性地位备受争议,一方面,它的出现可以为消费者选购商品提供更为广泛、更有价值的信息,促进市场竞争,另一方面,由于法律规制不健全,一些经营者滥用比较广告,危及了公平的市场竞争环境。伴随着社会主义市场经济的发展,比较广告渗入到我们生活的方方面面,现阶段我国对比较广告的法律规制仍不完善,首先表现为比较广告迄今未出台明确的法律规定,其次,行政法规和部门规章中对比较广告的规定,大多以“不得”“禁止”等否定性语句予以要求,且这些要求中存在重复、零散等缺陷,不仅造成了法律适用上的不便,而且桎梏了比较广告的发展,最后,比较广告缺乏有效的监管,违法行为无法受到应有的惩罚。本文通过查阅和研究大量资料和文献,试图从竞争法视角下对比较广告进行深入剖析。首先必须明晰比较广告的概念及类型,以便对比较广告进行认定时,能辨别市场中多样化的比较广告,其次,对比较广告在运用过程中易产生的不正当竞争行为进行分析,探讨了不正当比较广告行为的主体、主观方面、客观方面及侵犯的客体四大构成要件,并细致的分析出在司法实践中不正当比较广告的主要表现形式,包括虚假广告、诋毁商誉、商业标识侵权这三种情况,最后针对我国比较广告立法上存在的漏洞及司法实务中面临的相关问题,在借鉴先进国家立法经验及司法实践的基础上,提出相关解决措施,趋利避害,以期能真正做到维护市场经济秩序,为比较广告的使用提供正确的指引方向。
[Abstract]:As a bridge between producers and consumers, advertising attracts consumers to buy products or services through its unique way of propaganda. It is favored by producers and operators. It is a unique way of advertising performance. By comparing with other competitive goods or services, comparative advertising plays the role of highlighting the value of self-goods or services. And it is widely used in various fields of market economy in our country. It first emerged in the United States, up to now. The majority of countries in the world have affirmed the legitimacy of comparative advertising in the form of law. Our country has not made a clear regulation of comparative advertising. For a long time, the legitimacy of comparative advertising has been controversial, on the one hand. It can provide consumers with more extensive and valuable information to promote market competition. On the other hand, some operators abuse comparative advertising because of imperfect legal regulations. With the development of socialist market economy, comparative advertising infiltrates into all aspects of our life. At present, the legal regulation of comparative advertising is still imperfect. First of all, comparative advertising has not been issued clear legal provisions, second, administrative regulations and departmental regulations on comparative advertising provisions, most of the "shall not" "prohibit" and other negative statements to be required. And these requirements have repeated, scattered and other defects, not only caused the inconvenience in the application of the law, but also shackled the development of comparative advertising, and finally, comparative advertising lack of effective supervision. Illegal behavior can not be punished properly. This paper tries to analyze the comparative advertising from the perspective of competition law by consulting and studying a large number of materials and literature. First of all, we must clarify the concept and types of comparative advertising. In order to identify the comparative advertising, can identify the variety of comparative advertising in the market, secondly, the comparative advertising in the use of the process of unfair competition is analyzed. This paper discusses the main body, subjective aspect, objective aspect and object of infringement of improper comparative advertising, and carefully analyzes the main forms of expression of improper comparative advertising in judicial practice. Including false advertising, defamation of goodwill, business identity infringement of these three situations, the last of our comparative advertising legislation loopholes and judicial practice in the face of related problems. On the basis of drawing lessons from the legislative experience and judicial practice of advanced countries, this paper puts forward some relevant measures to seek advantages and avoid disadvantages in order to truly maintain the order of market economy and to provide a correct direction for the use of comparative advertisements.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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