以社会之名重构广告的规制进路

Restructuring the Regulation of Advertising in the Name of Society

在信息时代,广告的功能已由传统的信息传递演变为现代的社会控制,这对广告法构成了实质挑战。传统广告法秉持放松监管的理念,主要围绕虚假广告的治理展开,规制进路则以事后的行政执法为主。放松监管的正当性在于广告的信息传递功能,因其不仅涉及经营者的商业言论自由,还有消费者的资讯接收权。当转向社会控制功能后,广告的规制理念与进路也须作相应调整,以填补社会公共利益的损失。整体上,规制进路的重构应以恢复和优化广告的信息传递为目标。具体而言,一方面,应将信息规制理论确立为监管创新的准则和工具,通过制度克服信息不对称问题;另一方面,则要拓宽违法广告的司法规制进路,推动广告法的私人实施。

In the information age,the function of advertising has evolved from traditional information conveyance to modern manipulation,which takes a substantial challenge to the advertising law.The concept of deregulation leads the traditional advertising law focus on the governance of false advertising mainly,and the enforcement rely on the administrative approach.The legitimacy of deregulation lies in the information conveyance function of advertising,which involves not only the freedom of business speech of operators,but also the right of consumers to know.When the information conveyance turns to manipulation function,the regulation of advertisement should be adjusted accordingly to make up for the loss of public interest.On the whole,the reconstruction of regulation should aim to restore and optimize the information conveyance of advertisement.Specifically,on the one hand,the theory of information regulation should be established as a criterion and tool for regulatory innovation to overcome information asymmetry through the system.On the other hand,it is necessary to broaden the access of judicial regulation of illegal advertising and promote the private enforcement of advertising law.