论比较广告的法律规制

The Legal Regulation of Comparative Advertising

由于目前《广告法》及相关法律法规缺乏对比较广告的概念、认定、豁免原则等内容的统一规范,对于何种比较行为属于商业性的比较广告、哪些比较广告属于合法行为等,各界未形成一致意见,导致在司法和执法环节存在较多相互冲突的裁判。分析相关问题,需要回归到比较广告立法保护消费者利益、维护广告市场竞争秩序的原旨,又要分析比较广告在行业实践中的具体表现,同时应充分认识到比较广告的正向价值,优化相关立法,以提升法律的可操作性及预见性。

Lacking uni fied norms of concept, identi fication, and exemption principles of comparative advertising in current Advertising Law and related regulations, there is no consensus for which comparative advertising is commercial advertising and which comparative advertising is legal, thus resulting in con flicting referees in the judicial and law enforcement. To analyze related issues, it is necessary to return to the original purpose of comparing advertising legislation-to protect consumers' interests and maintain the competitive order of the advertising market. It is also necessary to analyze the specific manifestation of comparative advertising in industry practice, and at the same time fully recognize the positive value of comparative advertising, to optimize relevant legislation and improve the operability and predictability of the law.