發(fā)布時間：2018-03-22 15:19

  本文選題：虛假廣告　切入點：治理　出處：《上海交通大學》2010年碩士論文　論文類型：學位論文

【摘要】： 在當前社會主義市場經(jīng)濟條件下,廣告作為傳播信息、指導消費、促進銷售的工具,作為商品生產(chǎn)者與銷售者聯(lián)系消費者的紐帶,在現(xiàn)代經(jīng)濟生活中發(fā)揮著不可低估的作用。隨著廣告業(yè)突飛猛進的發(fā)展和科學技術(shù)的進步,網(wǎng)絡、電視已經(jīng)成為公眾獲取信息的重要手段,廣告以其獨特的視角出現(xiàn)在熒屏并不斷吸引日益增多的眼球,但虛假廣告也隨之粉墨登場。在真與假、善與惡相較量的廣告運動中,虛假廣告始終成為“創(chuàng)造中的陰影”,在危害著廣大無辜的廣告受眾。各類媒體上出現(xiàn)的虛假廣告,它嚴重干擾了國家對廣告的管理秩序,對市場秩序和社會的公序良俗造成了巨大的危害。 我國目前對于虛假廣告的立法和執(zhí)法而言,存在著一些不足。從立法角度來看,我國的《廣告法》、《反不正當競爭法》和《消費者權(quán)益保護法》等法律法規(guī)至今沒有明確虛假廣告的定義,定義的缺失造成了工商部門在界定虛假廣告的過程中感到比較困難棘手。從行政執(zhí)法角度來看,名人代言虛假廣告歸責的缺失、虛假廣告的違法成本過低、強制措施的軟弱、廣告審查員制度的不完善等多方面的原因使得目前的虛假廣告監(jiān)管工作存在著一定難度。 針對這一情況,我們應該完善制度設(shè)計,對《廣告法》進行修改,明確虛假廣告的定義,擴大虛假廣告違法主體,提高虛假廣告的違法成本;完善廣告審查員制度等配套制度,提高廣告經(jīng)營企業(yè)的準入門檻;完善民事訴訟制度,擴大消費者的維權(quán)途徑;建立社會誠信體系建設(shè),加強社會監(jiān)督。從各方面加大對虛假廣告的管制力度,壓縮虛假廣告的生存空間,還消費者一片潔凈的空間。
[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.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：D922.294

【引證文獻】

相關(guān)碩士學位論文 前1條

1 董錕;消費者權(quán)益保護的相關(guān)法律問題研究[D];華東政法大學;2011年

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本文編號：1649220