比较广告的法律问题研究

发布时间：2018-02-12 22:19

本文关键词： 比较广告合法性误导诋毁立法建议　出处：《东北财经大学》2006年硕士论文　论文类型：学位论文

【摘要】： 随着市场经济的深入发展，比较广告作为传播商业信息的方式，同时也作为一种竞争手段已经广泛存在于经济生活中。合法的比较广告有利于社会经济的发展，但是，比较广告易对被比较的对象或其他的经营者及消费者造成损害结果。需要加强对比较广告的法律规制来保护大众和维护良好的经济秩序。而我国目前针对此问题的立法薄弱，不完善，已经不能适应社会经济发展的要求。为了在司法实践中更好的规制比较广告，限制其不利因素，使其更好的发挥积极作用，使其内在价值得以体现，有必要对有关比较广告的法律问题进行较为深入、系统的探讨。本文共分五个部分分析这一论题。第一部分从基本的问题入手，对比较广告的概念，法律特征，常见类型进行了阐述，为下文进一步深入分析做好准备。第二部分从法理的角度入手，对比较广告进行了价值分析，阐明比较广告的经济价值和社会价值，同时，提出了几个与比较广告有关的法理问题：比较广告与言论自由，经济自由权，及经济法的原则，这些问题与比较广告有着正面的紧密关联。承接法理分析，可以得出比较广告存在的合理性与合法性的内在原因。然后，，对比较广告的合法性的判定标准作了阐述，详细分析了合法性判定的真实性、限制性、侵权性要点。第三部分是对违法比较广告的研究。为了使比较广告发挥其对社会经济的积极作用，必须规制违法比较广告。这部分首先讲述了如何从法律上对违法比较广告进行认定。需从四个方面去认定违法比较广告：违法比较广告的主体，违法比较广告的主观方面，违法比较广告的客体，违法比较广告的客观方面。通过对认定要件的研究，可以区分合法与违法两种不同的比较广告。目前，在我国违法比较广告的突出表现形式是虚假广告和商业诋毁，因此，这部分特别强调了比较广告构成误导和诋毁的认定，加强对这两类违法比较广告的认识。第四部分是有关比较广告的法律规制，从规制的法理基础和规制的要点两个角度研究这一问题。规制的法理分析重点讨论了对商业言论是否属于宪法所规定的言论自由的范畴，及如何解决言论自由权与名誉权的权力冲突。至于规制则从可比性要点；客观、真实和公正性要点；准确规范的用语要点三个方面去分析。第五部分是我国现行比较广告立法存在的问题和对策，比较了两大法系的比较广告立法的异同点及对我国立法的借鉴意义。在法律上认定比较广告是我国广告立法亟待解决的问题。这部分重点探讨了我国现行立法的缺陷及如何完善的问题。我国有关比较广告的现行立法存在很多问题：无定义；规定的内容不全面不合理；没有明确的法律责任制度。本文针对这些立法缺陷提出了建议。
[Abstract]:With the further development of market economy, comparative advertising has been widely used in economic life as a way of spreading commercial information and as a competitive means. Legal comparative advertising is beneficial to the development of social economy, but, Comparative advertising is easy to cause harm to the object of comparison or other operators and consumers. It is necessary to strengthen the legal regulation of comparative advertising to protect the public and maintain a good economic order. In order to better regulate comparative advertising in judicial practice, limit its adverse factors, make it better play a positive role, so that its intrinsic value can be reflected. It is necessary to make a deep and systematic discussion on the legal problems of comparative advertising. This paper is divided into five parts to analyze this topic. The first part begins with the basic problems, expounds the concept, legal characteristics and common types of comparative advertising, and prepares for further in-depth analysis below. The second part analyzes the value of comparative advertising from the angle of legal theory, and expounds the economic value and social value of comparative advertising. At the same time, it puts forward several legal issues related to comparative advertising: comparative advertising and freedom of speech. The economic freedom right, and the principles of economic law, these problems are closely related to comparative advertising. By legal analysis, the inherent reasons for the rationality and legitimacy of comparative advertising can be obtained. This paper expounds the criteria for judging the legality of comparative advertisements, and analyzes in detail the authenticity, limitation and tort of the legitimacy judgment. The third part is the study of illegal comparative advertising. In order to make comparative advertising play a positive role in social economy, We must regulate the illegal comparative advertisement. This part first describes how to identify the illegal comparative advertisement from the legal point of view. We need to identify the illegal comparative advertisement from four aspects: the subject of the illegal comparative advertisement, the subjective aspect of the illegal comparative advertisement, the main body of the illegal comparative advertisement, and the subjective aspect of the illegal comparative advertisement. The object of illegal comparative advertising and the objective aspects of illegal comparative advertising. Through the study of the identification elements, we can distinguish two different types of comparative advertising: legal and illegal. At present, In our country, the prominent forms of illegal comparative advertising are false advertising and commercial slander. Therefore, this part especially emphasizes the identification of misdirection and slander of comparative advertising, and strengthens the understanding of these two kinds of illegal comparative advertising. Part 4th is about the legal regulation of comparative advertising. This issue is studied from the legal basis of regulation and the main points of regulation. The legal analysis of regulation focuses on whether commercial speech belongs to the scope of freedom of speech as stipulated in the Constitution. And how to solve the power conflict between the right to freedom of speech and the right to reputation. The 5th part is the existing problems and countermeasures of China's current comparative advertising legislation. This paper compares the similarities and differences of the comparative advertising legislation between the two legal systems and its reference significance to the legislation of our country. It is legally recognized that comparative advertising is an urgent problem to be solved in China's advertising legislation. This part focuses on the discussion of the current legislation of our country. There are many problems in our current legislation on comparative advertising: there is no definition; The content of the regulation is not comprehensive and unreasonable; there is no clear legal liability system.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：D912.29

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