我国比较广告存在的问题及对策探析

On Existed Problems in Compared Advertisements and Countermeasures

在众多的广告形式中,比较广告越来越多地受到青睐,但在比较广告的实践和发展过程中,也出现了一些问题:学术引导缺失;立法滞后,法规缺陷;实践中缺乏理性和科学性,影响了比较广告的实际效果及其正常发展。为此,我们必须坚持合法性判断准则;面向市场,深化理论;针对现实条件,把握因素内在特质,恰当运用比较广告,提高比较广告效果。

Among many ads forms, compared ads is becoming more and more important. But, in the practice and development of compared ads, some problems appeared: lack of academic guide, backward legislation, non-perfect regulations and law. The lack of reason and science affects its practical efficiency and normal development. Therefore, we must persist in legal judgment, face the market to deepen theory, hold inner nature of factors to use compared ads properly and increase its effect.