虚假宣传行为法律规制研究

发布时间：2018-04-20 13:06

本文选题：虚假宣传行为 + 不正当竞争　；参考：《山东大学》2015年硕士论文

【摘要】：虚假宣传行为是一种典型的不正当竞争行为,它是是指经营者利用广告或其他方法,对商品或者服务在市场中所呈现给消费者的一切信息(主要是指商品的质量、成分、性能、用途生产者、有效期限、产地等),作引人误解的虚假宣传。有利益则有竞争。竞争就是在日益发展的市场经济环境下产生的,它的出现有着其独特的意义。西方国家经历了自由经济向国家干预经济的转变,而我国随着改革开放,也由计划经济向市场经济转变,国家赋予市场更多空间,而国家只用看得见手进行适当的干预。商业宣传是市场主体在经济运行过程中必不可少的一种手段,具有吸引力的商业宣传往往能更好地为经营者开拓市场,促进销售。目前的市场交易中,商业宣传不但是经营者竞争的关键,也在无形中影响着许多消费者对商品的选择。但随着科技技术的发展,越来越多的虚假宣传行为在市场竞争中出现。虚假宣传作为一种不正当竞争手段,不仅严重损害了消费者利益,而且危害了商品经营者之间正当的竞争关系,扰乱了市场经济秩序,妨碍了社会主义市场经济的健康快速发展。我国《反不正当竞争法》、《广告法》《消费者权益保护法》等均对其进行了规范,然而现实中不正当竞争行为依然大量存在。本文旨在通过对虚假宣传不正当竞争行为法律规制的研究,在借鉴国外相关规定的基础上提出完善建议。本文共有五个部分,第一部分通过对虚假宣传行为定义的介绍使我们对虚假宣传有一个初步的了解；第二部分结合王老吉诉加多宝案对虚假宣传行为的构成要素进行了剖析；第三部分通过介绍国外相关的法律规定,梳理出国外对于虚假宣传行为的规制的先进之处；第四部分考察我国对虚假宣传行为规制的现状与问题；第五部分则是在借鉴国外先进经验的基础上提出完善的建议。
[Abstract]:False propaganda is a typical act of unfair competition. It refers to all the information that the operator presents to consumers in the market for goods or services (mainly referring to the quality, composition and performance of the goods, etc.) by advertising or other methods. Use producer, valid period, place of origin, etc., for misleading false publicity. There are interests, there is competition. Competition comes into being in the increasingly developing market economy environment, its appearance has its unique significance. Western countries have experienced the transition from free economy to state intervention. With the reform and opening up to the outside world and the transition from planned economy to market economy, the state has given more space to the market, and the state has only used visible hands to intervene properly. Commercial propaganda is an indispensable means for the main body of the market in the process of economic operation. The attractive commercial propaganda can better open up the market for the operators and promote sales. In the current market transactions, commercial propaganda is not only the key to the competition of operators, but also affects the choice of many consumers. But with the development of science and technology, more and more false propaganda behavior appears in the market competition. As an unfair means of competition, false propaganda not only seriously damages the interests of consumers, but also harms the legitimate competitive relations among commodity operators, thus disrupting the order of the market economy. It hinders the healthy and rapid development of the socialist market economy. In China, Anti-unfair Competition Law and Advertising Law have all regulated them. However, in reality, unfair competition still exists in a large number. The purpose of this paper is to study the legal regulation of unfair competition through false propaganda, and put forward some suggestions on the basis of drawing lessons from the relevant regulations of foreign countries. There are five parts in this paper. The first part makes us have a preliminary understanding of false propaganda through the introduction of the definition of false propaganda, the second part analyzes the constituent elements of false propaganda in the case of Wang Laoji v. Gadobo. The third part introduces the relevant foreign laws and regulations, combing out the foreign regulation of false propaganda, the fourth part investigates the current situation and problems of the regulation of false propaganda in our country. The fifth part is on the basis of drawing lessons from the advanced experience of foreign countries to put forward perfect suggestions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

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