电视购物虚假宣传行为的法律规制研究
发布时间：2018-11-01 18:52
【摘要】：电视购物是一种新兴的无店铺购物模式，一般是由电视媒体播放购物节目或者购物广告，向消费者传达有关商品的信息，消费者可以通过电话或者互联网的方式购买商品。近些年来，电视媒体作为零售业的新平台，电视购物活动在欧美国家以及日本、韩国等国家都有了长足健康的发展，被誉为“零售业的第三次革命”。但是，由于我国法律规制体系不健全、政府监管缺失以及行业自律机制未形成等原因，现阶段的电视购物领域充斥着各种不正当竞争行为，其中又以虚假宣传行为最为严重。这不仅使消费者合法权益遭受侵害，还降低了电视媒体的社会公信力，甚至破坏电视购物市场的竞争环境，影响到整个社会主义市场经济的健康发展。 本文正是基于电视购物活动中虚假宣传行为泛滥的现状，以对电视媒体发布虚假广告的行为进行规制为重点，试图建构起有关电视购物虚假宣传行为的法律规制制度。 本文以发现、分析及解决问题为思路进行写作，除引言和结论外，全文共分四部分。 第一部分对电视购物虚假宣传行为的定义进行了介绍，包括电视购物虚假宣传行为的概念及其特征。电视购物虚假宣传行为定义为商品销售商利用电视媒体发布有关商品的虚假广告，夸大地提高产品的性价比，以使电视广告的接受者产生错误认识并选择该商品为目的而实施的一种不正当竞争的行为。同时本文还论述了电视购物虚假宣传行为的典型表现形式，包括：名人代言、“专家”陈述和“消费者”现身说法。 第二部分主要介绍了我国电视购物虚假宣传法律规制的现状及存在的问题，着重从现有法律体系之内探求电视购物活动中存在的问题，从而加以解决。 第三部分则是对美国、日本以及韩国等国家对电视购物虚假宣传行为的法律规制经验的介绍，包括：严格责任原则、惩罚性赔偿制度、证人广告制度、专门的执法机构、专门的执法依据和完善的行业自律机制。 第四部分主要是以对电视媒体的追责为中心，通过一系列的制度构建，例如：审查责任具体化，，实行个人责任制；确立无过错责任的归责原则；建立惩罚性赔偿制度等,从而能够对完善国内电视购物行业虚假宣传行为的法律规制制度提供参考意见。
[Abstract]:TV shopping is a new non-shop shopping mode, which is usually broadcast by TV media or shopping advertisements to convey the information about goods to consumers, consumers can buy goods by telephone or Internet. In recent years, TV media as a new platform of retailing, TV shopping activities in Europe and the United States, Japan, South Korea and other countries have made great and healthy development, known as "the third revolution in retail industry." However, due to the imperfect legal system of our country, the lack of government supervision and the formation of industry self-discipline mechanism, the television shopping field is full of various unfair competition behavior at present, among which false propaganda is the most serious. This not only infringes the legitimate rights and interests of consumers, but also reduces the social credibility of TV media, even destroys the competitive environment of TV shopping market, and affects the healthy development of the socialist market economy. Based on the current situation of the spread of false propaganda in TV shopping, this paper focuses on the regulation of false advertising by TV media, and tries to construct the legal regulation system of false propaganda in TV shopping. This paper is composed of four parts, except the introduction and conclusion. The first part introduces the definition of false propaganda in TV shopping, including the concept and characteristics of false propaganda in TV shopping. The act of false propaganda in TV shopping is defined as the use of television media by sellers of goods to publish false advertisements about commodities, so as to inflate the performance and price ratio of the products. An unfair act of competition carried out for the purpose of causing the receiver of television advertisements to misunderstand and select the product. At the same time, this paper discusses the typical manifestations of false propaganda behavior of TV shopping, including celebrity endorsement, "expert" statement and "consumer" statement. The second part mainly introduces the current situation and existing problems of the legal regulation of false propaganda of TV shopping in our country, and probes into the existing problems in TV shopping activities from the existing legal system, and then solves them. The third part is the introduction of the experience of the United States, Japan and Korea on the legal regulation of false propaganda of TV shopping, including: strict liability principle, punitive damages system, witness advertising system, specialized law enforcement agencies. Special law enforcement basis and perfect industry self-discipline mechanism. The fourth part is mainly centered on the pursuit of the responsibility of the television media, through a series of system construction, such as: reviewing the specific responsibility, implementing the personal responsibility system, establishing the principle of liability imputation without fault; The establishment of punitive damages system can provide reference for perfecting the legal regulation system of false propaganda in domestic TV shopping industry.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.294;D924.3
本文编号：2304797
[Abstract]:TV shopping is a new non-shop shopping mode, which is usually broadcast by TV media or shopping advertisements to convey the information about goods to consumers, consumers can buy goods by telephone or Internet. In recent years, TV media as a new platform of retailing, TV shopping activities in Europe and the United States, Japan, South Korea and other countries have made great and healthy development, known as "the third revolution in retail industry." However, due to the imperfect legal system of our country, the lack of government supervision and the formation of industry self-discipline mechanism, the television shopping field is full of various unfair competition behavior at present, among which false propaganda is the most serious. This not only infringes the legitimate rights and interests of consumers, but also reduces the social credibility of TV media, even destroys the competitive environment of TV shopping market, and affects the healthy development of the socialist market economy. Based on the current situation of the spread of false propaganda in TV shopping, this paper focuses on the regulation of false advertising by TV media, and tries to construct the legal regulation system of false propaganda in TV shopping. This paper is composed of four parts, except the introduction and conclusion. The first part introduces the definition of false propaganda in TV shopping, including the concept and characteristics of false propaganda in TV shopping. The act of false propaganda in TV shopping is defined as the use of television media by sellers of goods to publish false advertisements about commodities, so as to inflate the performance and price ratio of the products. An unfair act of competition carried out for the purpose of causing the receiver of television advertisements to misunderstand and select the product. At the same time, this paper discusses the typical manifestations of false propaganda behavior of TV shopping, including celebrity endorsement, "expert" statement and "consumer" statement. The second part mainly introduces the current situation and existing problems of the legal regulation of false propaganda of TV shopping in our country, and probes into the existing problems in TV shopping activities from the existing legal system, and then solves them. The third part is the introduction of the experience of the United States, Japan and Korea on the legal regulation of false propaganda of TV shopping, including: strict liability principle, punitive damages system, witness advertising system, specialized law enforcement agencies. Special law enforcement basis and perfect industry self-discipline mechanism. The fourth part is mainly centered on the pursuit of the responsibility of the television media, through a series of system construction, such as: reviewing the specific responsibility, implementing the personal responsibility system, establishing the principle of liability imputation without fault; The establishment of punitive damages system can provide reference for perfecting the legal regulation system of false propaganda in domestic TV shopping industry.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.294;D924.3
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