穷尽对公众的行政救济——广告行政处罚制度的美国经验与中国问题

American Experiences and Chinese Problems in the Administrative Penalties on Illegal Advertising

美国的广告处罚措施严密衔接，对过去、现在、未来及其他领域可能发生的违法广告进行围追堵截，以阻止和预防违法行为，尽可能地保护消费者。立法和司法对行政权力控放之间的适度张力，培育了其灵活精谨的执法风格。与之相比，我国广告行政处罚偏重惩罚，操作上局限于在广告本身与法规条文之间进行简单、机械的比对，疏于从消费者角度考虑广告是否有误导的可能。放权与控权的双重偏颇更从制度上制约了我国广告行政监管的法治化程度与实际效果。

On the basis of Rational Consumer Criterion, American administrative penalties on deceptive advertising are tightly convergent to comprehensively deal with the past and present illegal advertising, as well as those maybe come out in the future and other business areas of respondent, which aims to deter and prevent illegal advertising so as to make the greatest possible protection of consumers. The tension between U.S. legislative and judicial authorization to and control of administration fosters its flexible and rigorous enforcement style. Chinese administrative penalties are more of punishment. The advertising legislative intent to protect consumers is severely ignored in the administrative law enforcement. And the deficiency of both authorization to and control of advertising administration fundamentally constrains the degree of the rule of law of and practical effect of Chinese advertising regulation.