论商业广告的性质——兼论消费者对虚假广告的民事赔偿请求权

On the Legal Character of the Adv——Also About the Civil Right of Plea to Consumers for Compensation

在我国采取虚假广告欺骗消费者,给消费者造成损失的事情时有发生。但要从法律上规范广告行为,赋予消费者民事赔偿请求权是一个重要的手段。根据广告的法律性质,消费者对于虚假广告的民事赔偿请求权主要有两种,一种是基于缔约过失责任的请求权,另一种是基于单方行为说引出的违约责任的民事赔偿请求权。

False adv. often bring great damage to consumers in the daily life. Therefore, it is an important way to entitle consumers to the civil right of plea for compensation in - order - to protect their legal benefit, and it falls into two types. One is the plea of compensation based on the precontractual liability, and the other is the plea of compensation on the contract - violating liability which lies in the single - lateral action theory.