两岸虚假不实广告代言人民事法律责任研究

发布时间：2018-03-06 05:35

本文选题：虚假不实广告　切入点：广告代言人　出处：《中国政法大学》2009年硕士论文　论文类型：学位论文

【摘要】： 在自由竞争市场体制里,广告是拓展市场力量的一种手段,因此各国政府对于商品广告的规范都有基本的规定,例如中国大陆《广告法》第四、第五条规定“广告不得含有虚假的内容,不得欺骗和误导消费者”；“广告主、广告经营者、广告发布和从事广告活动,应当遵守法律、行政法规,遵循公平、诚实信用的原则”；《反不正当竞争法》第九条规定“经营者不得利用广告或者其他方法,对商品的质量、制作方法、性能、用途、生产者、有效期限、产地等作引人误解的虚假宣传。广告的经营者不得在明知或者应知的情况下,代理、设计、制作、发布虚假广告”。中国台湾地区虽然没有单一的广告法规体系,然对于商品广告的规范多散见于各类法规,例如《广播电视法》第二条规定“广告乃指广播、电视或播放录影内容为推广宣传商品、观念或服务”；《公平交易法》第二十一条“事业不得在商品或其广告上,或以其他使公众得知之方法,对于商品之价格、数量、品质、内容.等为虚伪不实或引人错误之表示或表征”；《消费者保护法》第二十条“企业经营者应确保广告内容之真实,其对消费者所负之义务不得低于广告之内容”；《医疗法》第八十四条规定“非医疗机构不得为医疗广告”；其他诸如《药事法》、《化妆品卫生管理条例》、《食品卫生管理法》等等。然而随着广告手法的不断创新,光只是单纯被动地展示商品特性的宣传方式已经不能满足商品推广的效应。为了加强消费者对商品的互动,吸引消费者的目光,刺激消费者的购买欲望,近年来企业或广告主多半选择花大钱聘请名人或明星为商品代言宣传,冀望以名人或明星的知名度与影响力为商品提供更强而有力的宣传。但是越来越多的消费争议显示许多虽然名人或明星多半是以扮演者的角色来推广商品,依照广告商或企业的要求在广告中扮演商品的推销者,但却轻忽了自身的知名度对消费者购买态度的影响力,甚或在经纪公司要求下或金钱私欲满足心理下推销广告商品,完全不管广告内容是否引人误解、真实无欺,因而引发广告代言的消费纠纷,中国大陆与中国台湾地区现实案例几乎对名人或明星缺乏法令规范,故让人不能不去深思,难道为商品代言的名人或明星不用为其宣传的虚假不实广告负上任何民事法律责任吗? 因此,本文研究目的如下：一、了解广告代言人在虚假不实广告行为中的角色界定与民事法律地位。二、了解在现行民事法制中广告代言人与虚假不实广告行为所为之规定与规范。三、比较两岸民事法令对于广告代言人之虚假不实广告行为的司法实践与个案分析,由此找出两岸在法律保护上的不足之处。四、从现行民事法律体制出发提供两岸法令对于建置广告代言人责任制度的建议。
[Abstract]:In a free competition market system, advertising is a means of expanding market power, so governments have basic regulations on commodity advertising, such as the advertising law of mainland China, 4th. Article 5th states that "advertisements shall not contain false content and shall not deceive or mislead consumers"; "advertisers, advertising agents, advertising agencies and advertising agencies shall abide by the laws, administrative regulations and rules and regulations and abide by fairness," "the principle of good faith"; Article 9th of the Anti-unfair Competition Law stipulates that "operators shall not use advertising or other methods to determine the quality, method of production, performance, use, producer, or duration of validity of the goods," Advertising operators shall not act as agents, design, produce and publish false advertisements with knowledge or knowledge. "although there is no single advertising regulation system in the Taiwan area of China, However, the regulations for advertising of commodities are often scattered in various laws and regulations, such as article 2 of the Radio and Television Law, which states that "advertisements refer to broadcasting, television or broadcasting video content for the promotion of promotional goods," Article 21th of the Fair Trade Act: "A cause shall not be in the advertisement of goods or in any other way known to the public as to the price, quantity or quality of goods, Content. Such as hypocritical, false or misleading representation or representation. "Article 20th of the Consumer Protection Law shall ensure that the advertising content is true," Its obligation to the consumer shall not be lower than the content of the advertisement; Article 84th of the Medical Law stipulates that "the non-medical institution shall not be a medical advertisement"; other items such as the Pharmacy Law, the Cosmetics Sanitary regulations, the Food Hygiene Administration Act, etc. However, with the continuous innovation of advertising techniques, the mere passive display of the characteristics of goods has not been able to satisfy the effects of commodity promotion. To stimulate consumers' desire to buy, in recent years, enterprises or advertisers have mostly chosen to spend a lot of money to hire celebrities or stars to promote their products. It is hoped that the popularity and influence of celebrities or stars will provide stronger and more powerful publicity for the goods. But the growing consumer controversy shows that many celebrities or stars promote goods in their role, although most of them do so. To act as a marketer in an advertisement at the request of an advertiser or an enterprise, but neglecting the influence of his own popularity on the consumer's buying attitude, or even at the request of a broker or at the expense of money, Regardless of whether the content of the advertisement is misleading, true or not, it leads to a consumer dispute about advertising endorsements. The actual cases of mainland China and Taiwan almost lack of legal norms for celebrities or stars, so people have to ponder over it. Is it that a celebrity or star who speaks for a commodity is not liable for any civil liability for the false and false advertisement he propagates? Therefore, the purpose of this study is as follows:. First, understand the role of advertising spokesman in false and false advertising behavior and civil legal status. Second, understand the regulations and norms of advertising spokesman and false and false advertising in the current civil law. Thirdly, it compares the judicial practice and case analysis of the false and false advertising behavior of the advertising spokesman in the civil law of the two sides of the Taiwan Strait, and finds out the deficiencies of the legal protection of the two sides of the strait. Fourth, from the current civil legal system to provide cross-strait laws for the establishment of advertising spokesman liability system.
【学位授予单位】：中国政法大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：D922.294

【引证文献】