比较广告的法律规制研究

发布时间：2018-08-18 17:27

【摘要】：在现代市场经济社会,广告扮演着极其重要的角色。它既是消费者了解商品和服务信息的重要途径,也是厂商获取竞争优势的基本手段。作为一种特殊的广告形式,比较广告通过将特定的商品或服务与其他竞争者的商品或服务相对比,从而产生比一般广告更强烈的宣传效果。但与此同时,也正是由于比较广告以比较的手法宣传商品或服务,使得其可能构成对他人商誉的侵权。而目前我国关于广告的法律法规并不完善,对比较广告的法律规制也不完备。在面对大量的纠纷时,法律的规定往往显得力不从心,因此对比较广告的法律规制问题进行系统的研究,以使得比较广告这一个市场竞争的产物,能够在健全的法律制度下扬长避短显得十分重要。本文通过对比较广告的基础理论的分析,借鉴国外的相关立法,试图针对我国目前比较广告法律规制所存在的缺陷,建立切实有效的比较广告法律规制体系。基于这一认知,本文探讨了比较广告的基本理论问题及其在实践中如何对其进行有效的法律规制。全文除引言和结语外,共包括四个部分。第一部分——比较广告的基本理论。本部分从比较广告的基本内涵入手,通过分析各国关于比较广告的界定,明确了比较广告具有的法律特征和表现形式,同时从经济价值和社会价值两方面对比较广告存在的合理性进行了分析。同时,在考察各国关于比较广告法律制度的基础上,认为比较广告指以明示或暗示的方式,将商品或服务与其他竞争者的相关商品或服务进行比较,以突出自身商品或服务特点的宣传方式。其目的是使消费者产生此种商品或服务优于其他竞争者的商品或服务的比较效果。第二部分——我国比较广告法律规制现状。该章从现行立法状况、实践方面、现行立法和实践的缺陷三个部分对我国比较广告法律规制的现状以及存在的缺陷进行了分析。首先,我国比较广告的立法大体存在以下方面的问题：第一,法条简化、立法层次较低。第二,内容不统一,概念模糊。第三,操作随意性大。第四,适用范围的狭窄性。第五,法律规制内容的片面性。第六,最优宣传的禁止性。其次,司法实践方面存在如下缺陷：“意思自治”的商事调解机制缺乏,对受害者的倾斜保护原则缺失。最后,救济途径的单一性。第三部分——国际比较广告法律规制现状。该章从立法模式与实践两个方面对世界各国比较广告的法律规制状况进行了比较,从中吸取经验,为我国比较广告法律规制模式的形成提供借鉴。对于比较广告,不同国家对其持不同的看法。目前,美国采用肯定模式,对比较广告持鼓励的态度,并认为比较广告属于商业言论应该受到法律的保护,但是和非商业言论自由在保护程度上有所不同,应区别对待。同时在认定违法的比较广告上确立了比较完善的证据原则。欧盟,在关于比较广告的97/55/EC指令通过以前,不同的成员国对比较广告的态度不一致,阻碍了商品和服务在欧洲统一市场中的自由流通。为了改变这种状况,欧盟先后公布了84指令和97指令,对比较广告的含义、比较广告合法的标准以及打击错误诱导广告和不被认可的比较广告的实施机制等方面作出了规定。第四部分——我国比较广告法律规制的完善。该章是本文的最后一章也是最重要的一章,是在前述的理论基础和借鉴其他国家立法经验上,对完善我国比较广告法律制度的一些思考。在这一部分笔者针对第二部分谈到的缺陷,建议从立法、实践两个方面对我国比较广告法律规制制度进行完善。
[Abstract]:Advertising plays an extremely important role in modern market economy society. It is not only an important way for consumers to understand the information of goods and services, but also a basic means for manufacturers to gain competitive advantage. At the same time, it is also because comparative advertisement propagates commodities or services by means of comparison that it may constitute infringement on the goodwill of others. When disputes arise, the legal provisions are often inadequate. Therefore, it is very important to conduct a systematic study on the legal regulation of comparative advertising so that comparative advertising, a product of market competition, can develop its strengths and avoid its weaknesses under a sound legal system.
Based on the analysis of the basic theory of comparative advertising and the relevant foreign legislation, this paper tries to establish a practical and effective legal regulation system of comparative advertising in view of the defects of the legal regulation of comparative advertising in China. In addition to the introduction and conclusion, the full text includes four parts.
The first part is the basic theory of comparative advertising.This part begins with the basic connotation of comparative advertising,analyzes the definitions of comparative advertising in different countries,clarifies the legal features and forms of expression of comparative advertising,and analyzes the rationality of comparative advertising from the aspects of economic value and social value. On the basis of examining the legal systems of comparative advertising in various countries, the author holds that comparative advertising refers to the way in which goods or services are compared with the relevant goods or services of other competitors in an explicit or implied manner in order to highlight the characteristics of their own goods or services. The purpose of comparative advertising is to make consumers produce such goods or services superior to other competitors. The comparative effect of competitors' goods or services.
The second part is the present situation of comparative advertisement legal regulation in our country.This chapter analyzes the present situation and the existing defects of comparative advertisement legal regulation in our country from the current legislative situation, the practice aspect, the current legislation and the practice flaw.Firstly, the legislation of comparative advertisement in our country has the following problems:First, the law. Secondly, there are the following defects in judicial practice: the lack of commercial mediation mechanism of "autonomy of will" and the victim. The principle of tilt protection is missing. Finally, the single way of relief.
This chapter compares the legal regulation of comparative advertising in different countries in the world from two aspects of legislative mode and practice, and draws lessons from them, which can provide reference for the formation of the legal regulation mode of comparative advertising in China. At present, the United States adopts the affirmative model and takes an encouraging attitude toward comparative advertising. It holds that comparative advertising belongs to commercial speech and should be protected by law, but it should be treated differently from non-commercial speech in the degree of protection. Before the adoption of the 97/55/EC Directive on Comparative Advertising, different Member States had different attitudes towards comparative advertising, which hindered the free flow of goods and services in the European unified market. Induced advertising and non recognition of the implementation mechanism of comparative advertising has been stipulated.
The fourth part is the perfection of the legal regulation of comparative advertising in our country.This chapter is the last and the most important chapter of this article.It is a reflection on the perfection of the legal system of comparative advertising in our country on the theoretical basis and the legislative experience of other countries. Law, practice two aspects of China's comparative advertising legal regulation system to improve.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：D922.294

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