论欺诈和广告欺诈的概念及其构成要件

On the Conception and the Component Parts of Cheat and the Cheat in Advertisements

关于欺诈行为和广告欺诈行为的概念，我国法学界以最高人民法院的司法解释为依据，采取“四要素说”。其实，“四要素说”是很值得商榷的。应该认为，只要行为人主观上具有欺诈的故意，有欺诈目的，客观上实施了广告欺诈行为，并可能使消费者形成错误的消费决策，便可以构成广告欺诈行为。要准确把握广告欺诈行为的概念，还必须弄清广告欺诈与广告活动中正当的夸张手法，欺诈性广告与引人误解的广告的区别。

On the definition of fraudulent action and fraudulent advertising action, the law circle in China adopts the four elements theory on the basis of the judicial interpretation made by the people's supreme court of China. In my opinion, the four elements theory is still open to question, and fraudulent advertising action is constituted only when and if an actor has fraudulent intention and purpose and has executed actual fraudulent action, and consuming decision. In order to understand the definition better, one must have the knowledge of the difference between fraudulent advertising action and appropriate puffing in advertising action, and the difference between fraudulent advertisement and misleading advertisement.