欧盟法、德国法中消费者主导形象的内涵及启示

Connotation and Enlightenment from the Leading Image of Consumer in the EU Law and the German Law

欧洲法院在多年的司法审判中构建了一个完整的消费者主导形象,包括消费者具有的知识水平、对广告或其他说明的注意力和理智程度三方面的标准。符合主导形象的欧洲消费者在以上三个方面均达到平均水平。我国《反不正当竞争法》以保护消费者和竞争者为直接立法目的,经营者不得使用广告或其他方式对商品要素作引人误解的虚假宣传。在欧洲已较为成熟的"消费者主导形象"概念在我国司法实践中尚未得到应用,这导致法院在认定竞争行为是否引起消费者误解时颇费思量。在初期我国法院应结合经验式方法中的专家鉴定、消费者调查等手段,辅助法官了解消费者的交易观点,在我国最高人民法院就消费者主导形象发布权威判例或司法解释后,我国的消费者主导形象将逐渐清晰。

The European Court of Justice build a leading image of the complete consumer in the years' trial,including the level of knowledge which consumers have,the attention and rational extent of advertising or others( also known as suspect capability) standards. In line with the dominant image of European consumers have reached the average level in all three standards. Aimed to protect consumers and competitors as the direct purpose of legislation,China's 'Anti-Unfair Competition Law'stipulates that the managers shall not use advertisement or the other methods to make a false propaganda for some elements of commodities. However,the concept of 'the leading image of Consumer'which has developed more maturely in Europe has not yet been applied in our judicial practice,thus leading to the difficulty of the courts on determining whether competition behaviors arises misunderstandings in consumers or not. At the initial stage,our Court shall combine empirical methods including experts evaluation,consumersurveys and other means to assist judges understand consumers' transaction point of view. After authoritative Supreme Court issued judicial interpretation on consumer-driven image,China's consumption dominant image will gradually become clear.