广告真实性标准的探讨

Discuss the Authenticity Criterion of Advertisement

文章针对我国理论界对广告真实性标准探讨不甚明确和系统的实际 ,结合广告法律、法规 ,从理论上对广告真实性标准进行了全面和系统的阐述 ,提出了广告真实性标准体系由三部分组成 ,即一般标准和特殊标准 ;内容标准和形式标准 ;佐证材料标准和公众反馈标准。

Aiming at changing the situation that the criterion on advertisement avthenticity is still not definite and unified in the theory circlre in the country,this article is to elaborate on this issue according to the relevant laws and regulations.It sets forth that the criterion on advertisement authenticity should consist of three parts,namely,the common criterion and special criterion,the content criterion and special criterion,the content criterion and form criterion,the criterion on supporting material and criterion on public feedback.This article is of guiding significance to the law-enforcement departments on advertisement administration.