虚假广告中的“引人误解”要件研究

An Analysis of th“eMisleading”Elements in False Advertising

虚假广告是反不正当竞争法实践中最常见的不正当竞争行为之一。如何认定虚假广告,是反不正当竞争司法实践中的重点和难点,而认定虚假广告的关键在于引人误解的判断。引人误解的判断应该主要从虚假广告的受众、广告受众对虚假广告内涵的理解以及误导的程度三个角度进行分析,并适当考虑双方当事人的过错以及是否符合比例原则的要求。

False advertising, regulated by Unfair Competition Law, is one type of unfair competition activity frequently involved in practice. It is difficult to identify false advertising in judicial practice. The judgment of its constitutive element'misleading', as the key to identifying false advertising,includes three parts, the audience of false advertising, the audience's understanding of false advertising and the degree of misleading. In addition,the fault of both parties and principle of proportionality should be considered appropriately.