构建合理的广告侵权责任制度——《广告法》第38条修订的几点建议

Constructing Reasonable Advertising Tort Liability System——Suggestions of the Advertisement law,Article 38

广告侵权的主体包括广告主、广告经营者和广告发布者、广告推荐者,应当增加推荐广告的个人作为广告侵权连带责任的主体;广告侵权应当有一个统一的归责原则,以推定过错责任为宜;与其他侵权中的损害不同的是,广告侵权责任中的损害主要是购买商品的花费,有时也包括购买商品所带来的固有利益的损失和固有利益损失带来的精神损害。广告侵权责任不适宜建立惩罚性赔偿;在广告侵权连带责任的内部关系上,广告主是最终的赔偿义务人,在广告经营者和广告发布者不能提供广告主的真实名称、地址时,应当替代广告主承担责任。

The subjects advertisement publishers, of advertising infringement include advertisers, advertising agents, and advertising presenter. We consider that advertising man should be included as a subject of the joint obligations. There should be a unity of advertisement tort imputation principle, and constructive fault liability is appropriate. To be different from other tort damage, adver- tisement tort liability of damage is mainly the costs to purchase the commodity, sometimes also including the losses of inherent benefits of and inherent interest of spiritual damage because of the purchase. Punitive damages aren＇t applicable for advertisement tort liability. In internal relations of in- fringement of the joint liabilities, advertisers are the final compensation obligations. They should bear the ultimate responsibility alternative when advertising agents and advertising publishers can＇t provide advertisers＇ real names and addresses.