试论我国治理虚假广告的问题与对策

发布时间：2018-03-22 15:19

本文选题：虚假广告　切入点：治理　出处：《上海交通大学》2010年硕士论文　论文类型：学位论文

【摘要】： 在当前社会主义市场经济条件下,广告作为传播信息、指导消费、促进销售的工具,作为商品生产者与销售者联系消费者的纽带,在现代经济生活中发挥着不可低估的作用。随着广告业突飞猛进的发展和科学技术的进步,网络、电视已经成为公众获取信息的重要手段,广告以其独特的视角出现在荧屏并不断吸引日益增多的眼球,但虚假广告也随之粉墨登场。在真与假、善与恶相较量的广告运动中,虚假广告始终成为“创造中的阴影”,在危害着广大无辜的广告受众。各类媒体上出现的虚假广告,它严重干扰了国家对广告的管理秩序,对市场秩序和社会的公序良俗造成了巨大的危害。我国目前对于虚假广告的立法和执法而言,存在着一些不足。从立法角度来看,我国的《广告法》、《反不正当竞争法》和《消费者权益保护法》等法律法规至今没有明确虚假广告的定义,定义的缺失造成了工商部门在界定虚假广告的过程中感到比较困难棘手。从行政执法角度来看,名人代言虚假广告归责的缺失、虚假广告的违法成本过低、强制措施的软弱、广告审查员制度的不完善等多方面的原因使得目前的虚假广告监管工作存在着一定难度。针对这一情况,我们应该完善制度设计,对《广告法》进行修改,明确虚假广告的定义,扩大虚假广告违法主体,提高虚假广告的违法成本;完善广告审查员制度等配套制度,提高广告经营企业的准入门槛;完善民事诉讼制度,扩大消费者的维权途径;建立社会诚信体系建设,加强社会监督。从各方面加大对虚假广告的管制力度,压缩虚假广告的生存空间,还消费者一片洁净的空间。
[Abstract]:Under the current conditions of the socialist market economy, advertising serves as a tool for disseminating information, guiding consumption, and promoting sales, and serves as a link between commodity producers and sellers. Play an important role in modern economic life. With the rapid development of advertising industry and the progress of science and technology, the network and television have become an important means for the public to obtain information. Advertising appears on the screen with its unique perspective and constantly attracts more and more attention, but the false ads also appear. In the advertising campaign, in which the truth versus the false, the good and the evil compete, False advertising has always been "the shadow of creation", endangering the vast number of innocent advertising audiences. False advertisements in various media have seriously interfered with the management order of advertising in the country. It has done great harm to the market order and the public order and good custom of the society. There are some deficiencies in the legislation and enforcement of false advertising in China. From the legislative point of view, China's advertising law, anti-unfair competition law and consumer rights and interests protection law and other laws and regulations have no clear definition of false advertising. The lack of definition causes the industry and commerce department to feel more difficult in the process of defining false advertisement. From the point of view of administrative law enforcement, the lack of imputation of false advertisement by celebrity, the low illegal cost of false advertisement, the weakness of coercive measures, The imperfect system of advertising censors makes it difficult to supervise false advertisements. In view of this situation, we should perfect the system design, revise the advertisement Law, define the false advertisement, enlarge the illegal subject of the false advertisement, and raise the illegal cost of the false advertisement. To improve the system of advertising examiners and other supporting systems, to raise the threshold of entry for advertising enterprises; to improve the civil litigation system and expand the ways for consumers to protect their rights; and to establish a system of social integrity. Strengthen social supervision, strengthen the regulation of false advertisement in all aspects, reduce the living space of false advertisement, and give consumers a clean space.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：D922.294

【引证文献】