虚假证言广告法律规制研究

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浙江财经学院硕士学位论文

摘要

广告作为一种营销手段，得到众多商家和消费者的认可。商家认可是因为广

告可以扩大产品的销路，给其带来巨大的经济利益；消费者认可是因为广告可以

为消费者提供更多的产品和服务信息，使消费者不至于在选择商品或者服务时手

足无措。作为营销手段的商业证言广告由于没有必要的约束机制而导致越来越多

的消费者权益和利益受到损害，从而影响了整个广告市场的健康发展。

我国虚假证言广告法律制度不完善是目前虚假证言广告泛滥的原因之一，构

建完善的虚假证言广告法律规制体系有助于进一步的规范我国广告市场秩序，维

护消费者权益。虚假证言广告现象的不断发生，给消费者的利益造成了极大的损

害，给广告市场的法律监管也带来了严峻的挑战，我国现行《广告法》对虚假证

言广告的法律规制的不完善是造成相关主体参与虚假证言广告的主要原因。本研

究认为对虚假证言广告的法律规制仅停留在单一的制度层面是不够的，需对我国

证言广告管理现状及其存在的原因进行分析，借鉴国外的虚假证言广告法律规制

现状，结合目前我国社会、政治、经济、文化发展状况，提出适合我国证言广告

市场健康发展的建设性建议。

本论文的主要内容包括：

1．从虚假证言广告法律规制的基本理论入手从三个层面进行阐述。首先从法

经济学、法理学角度分析阐述虚假证言广告法律规制的理论基础，为架构虚假证

言广告的具体制度提供理论依据；其次，对虚假证言广告内涵、特征、分类等进

行界定，以奠定其理论基础；同时，介绍虚假证言广告现状及给社会带来的危害

性，为规制虚假证言广告提供现实依据。

2．整合、梳理我国现行虚假证言广告法律规制的具体规定，并客观评价虚假

证言广告法律制度存在的问题及缺陷，为重构虚假证言广告法律规制制度提供法

律空间。

3．通过比较两大法系虚假证言广告法律规制现状，指出其不同点和相同点，

为我国虚假证言广告法律规制提供指导和借鉴。

4．针对我国现有虚假证言广告的立法缺陷，提出建立适合我国国情的虚假证

言广告法律规制制度。包括虚假证言广告立法模式的建立、虚假广告证言人法律

责任的完善、建立虚假证言广告公益诉讼制度、健全广告审查和广告监管制度。

关键词：虚假广告；证言广告；广告证言人；法律规制；公益诉讼

浙江财经学院硕士学位论文

ABSTRACT

Advertising as a marketing method is getting more and more popular. The

business approval is because the advertisement may expand the product sale, brings the

huge economic interest; The consumer approval is because the advertisement may

supply more products and the service information, help them choose the suitable

products when they shopping. However, as the marketing method's advertisement

cause many problems and put consumer's rights and interests and the benefit into

serious harm.

The false testimony advertisement phenomenon occurred frequently, have

wreaked the consumer’s right and society's public interest, simultaneously also caused

the consumer is at a loss how to choose when they face numerous advertisements, thus

has affected the entire advertisement market healthy development. Our country false

testimony advertisement legal regime imperfect is one which of reasons the present

false testimony advertisement is in flood. Constructed the perfect false testimony

advertisement law rules and regulations system is helpful to the further regulate our

country advertisement market order. Maintains the consumer rights and interests.

This article primary includes:

1. Carries on the elaboration from the false testimony advertisement law rules and

regulations' elementary theory. including law and economics and jurisprudence,

Provides the theory basis for the construct false testimony advertisement's concrete

system. discuss from different sides detailed about the false testimony advertising,

defines the concepts of its legal characteristics and the legal features. introducing false

testimony advertisement current situation and brings about harmfulness for society, in

order the gauge makes false oral testimony provides the reality basis at the same time.

2. Integrate, Straighten out the concrete regulation that the false our country oral

testimony currently in effect advertisement law gauge makes, the objective appraises

and the false oral testimony advertisement legal system have problem and defect ,

attach most importance to construct the false testimony advertisement law gauge

making system providing law space.

3. By compare the false testimony advertisement law and regulation between

浙江财经学院硕士学位论文

different countries, Point out it's difference and identical point. To our country false

testimony advertisement law, system has provided direction and drawn lessons.

4.Be aimed at our country legislation defect. Proposed that the establish suits our

country national condition false testimony advertisement law rules and regulations

system.including the establishment of legislation model, legal liability system of

spokesman, public interest advertising tort litigation system, ad censorship system.

Keywords: False advertisement ；Testimony advertisement ；Advertisement

spokesperson；Legal regulation；Public welfare lawsuit

浙江财经学院硕士学位论文

导论.......................................................................................................................................... 1

一选题背景............................................................................................................1

二研究意义............................................................................................................1

三目前研究现状及本文创新之处 ............................................................................. 2

四本文研究方法及研究思路 ..................................................................................... 3

第一章虚假证言广告法律规制基本理论 ........................................................................ 5

第一节虚假证言广告法律规制的理论基础.............................................................. 5

第二节虚假证言广告内涵、特征、分类 ................................................................10

第三节虚假证言广告现状及存在原因.....................................................................14

第二章我国虚假证言广告法律规制现状及评析 .........................................................17

第一节我国虚假证言广告法律规制现状 ................................................................17

第二节我国虚假证言广告法律规制评析 ................................................................21

第三章两大法系虚假证言广告法律规制的比较借鉴.................................................26

第一节两大法系虚假证言广告法律规制现状 .....................................................26

第二节两大法系虚假证言广告法律规制比较 .....................................................33

第三节两大法系虚假证言广告法律规制的启示 .................................................35

第四章虚假证言广告法律规制具体制度构建..............................................................38

第一节虚假证言广告法律规制立法模式构建 .....................................................38

第二节虚假证言广告证言人法律责任架构..........................................................40

第三节建立虚假证言广告公益诉讼制度 ..............................................................42

第四节完善虚假证言广告法律制度的相关措施 .................................................44

结论........................................................................................................................................47

参考文献 .........................................................................................................................48

附录........................................................................................................................................50

致谢........................................................................................................................................51

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摘要：

浙江财经学院硕士学位论文1摘要广告作为一种营销手段，得到众多商家和消费者的认可。商家认可是因为广告可以扩大产品的销路，给其带来巨大的经济利益；消费者认可是因为广告可以为消费者提供更多的产品和服务信息，使消费者不至于在选择商品或者服务时手足无措。作为营销手段的商业证言广告由于没有必要的约束机制而导致越来越多的消费者权益和利益受到损害，从而影响了整个广告市场的健康发展。我国虚假证言广告法律制度不完善是目前虚假证言广告泛滥的原因之一，构建完善的虚假证言广告法律规制体系有助于进一步的规范我国广告市场秩序，维护消费者权益。虚假证言广告现象的不断发生，给消费者的利益造成了极大的损害，给广告市场的法律监管也...

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