网络广告不正当竞争行为的法律规制研究

发布时间：2018-03-26 16:50

本文选题：网络广告　切入点：不正当竞争　出处：《吉林财经大学》2015年硕士论文

【摘要】：随着互联网的普及和网络技术的发展,网络营销被各大企业所关注。利用网络新技术发布广告成为经营者宣传自己商品或服务的一种重要方式,它不仅改变了消费者的交易习惯,也改变了消费者的生活方式。网络经济是一种多元化的经济。它具成本低,快捷性,直接性,开放性,可持续性等特点,能够快速的渗透到我们生活中的各个角落。在当前这种竞争激烈的网络环境中,经营者纷纷利用网络广告进行不正当竞争行为,以便能够获取更加有利的市场竞争优势和地位。利用网络广告进行不正当竞争行为主要有虚假宣传、低毁他人商誉、利用关键词技术进行不正当竞争、利用超链接技术进行不正当竞争等行为,这些不正当竞争行为侵犯了消费者的合法权益,损害了同行业经营者的公平竞争权,扰乱了网络市场的竞争秩序,浪费了社会资源。目前,我国现行法律《反不正当竞争法》、《广告法》中并没有明确规定与网络广告相关的具体内容,这使得对网络广告不正当竞争行为难以进行有效地规制,不正当竞争行为肆意频发,并且引发了一系列问题的出现。由此可以看出建立和完善网络广告不正当竞争行为的法律规制体系已经成为当前应当关注和解决的重要问题。本篇论文主要包括四个部分,第一部分先对网络广告不正当竞争行为进行概述,先阐述了什么是网络广告,什么是网络广告不正当竞争行为,进而分析了网络广告不正当竞争行为的成因及危害;第二部分分析了我国网络广告不正当竞争行为的法律规制现状,以及产生的法律规范缺失、政府监管力度不强、网络广告监管体系不完善等不足;第三部分主要考察了国外网络广告法律制度,对美国和欧盟从立法和监管两个方面进行分析,为我国规制网络广告不正当竞争行为提供借鉴;第四部分则是法律制度完善,通过危害成因和现状分析,并且借鉴国外先进制度经验,提出了三点完善我国网络广告不正当竞争行为的法律规制建议,包括完善网络广告法律规范,加强政府监管力度,健全网络广告监管制度体系。通过本文研究,希望能够对规制我国网络广告不正当竞争行为提供一些建议,以促进网络经济的蓬勃发展,维护网络竞争秩序的有序运行。
[Abstract]:With the popularization of the Internet and the development of the network technology, the network marketing has attracted the attention of the major enterprises. Using the new network technology to publish advertisements has become an important way for the operators to publicize their own goods or services. It not only changes the trading habits of consumers, but also changes the way of life of consumers. The network economy is a diversified economy. It has the characteristics of low cost, rapidity, directness, openness, sustainability, etc. Can quickly penetrate into every corner of our life. In the current competitive network environment, operators have to use network advertising for unfair competition. In order to gain a more favorable competitive advantage and position in the market. The use of online advertising for unfair competition mainly includes false propaganda, low damage to others' goodwill, and unfair competition using keyword technology. The use of hyperlink technology for unfair competition, which infringes the legitimate rights and interests of consumers, damages the fair competition rights of operators in the same industry, and disturbs the competitive order of the network market. At present, the current law of our country "Anti-unfair Competition Law", "Advertising Law" has not clearly stipulated the specific content related to the network advertisement, which makes it difficult to regulate the unfair competition behavior of the network advertisement effectively. Acts of unfair competition occur frequently and wantonly, And caused a series of problems. From this we can see that the establishment and improvement of the network advertising unfair competition legal regulation system has become an important issue that should be paid attention to and solved. This paper mainly includes four parts. The first part summarizes the unfair competition behavior of the network advertisement, first elaborated what is the network advertisement, what is the network advertisement unfair competition behavior, then has analyzed the network advertisement unfair competition behavior origin and the harm; The second part analyzes the current situation of the legal regulation of the unfair competition behavior of the network advertisement in our country, as well as the lack of legal norms, the weak government supervision and the imperfect supervision system of the network advertisement. The third part mainly inspects the foreign network advertisement legal system, carries on the analysis to the United States and the European Union from the legislation and the supervision two aspects, provides the reference for our country to regulate the network advertisement unfair competition behavior; the fourth part is the legal system consummation. Based on the analysis of the cause of harm and the current situation, and drawing on the experience of foreign advanced systems, this paper puts forward three suggestions to improve the legal regulation of unfair competition of online advertising in China, including perfecting the legal norms of online advertising and strengthening the government's supervision and control. Through the research of this paper, we hope to provide some suggestions to regulate the unfair competition of our country's network advertisement, in order to promote the vigorous development of the network economy and maintain the orderly operation of the network competition order.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

【相似文献】