【摘要】 受益于制定法、法院和国会在总体权力羁束下留出的灵活裁量空间，美国联邦贸易委员会以欺骗性行为和不公平行为这两种案由双驱规制违法广告，在研判广告是否违法的主要环节和细目上都站在消费者立场，以理性消费者的认知和损害风险为判断依据，以消费者保护为规制目标，表现出显著的消费者本位主义。2015年《中华人民共和国广告法》和2017年《“十三五”市场监管规划》已经分别把保护消费者列为广告法律规制的首要目标和市场监管的核心，但立法需要进一步明晰并合理化违法广告的内涵与外延，规制机构积极逐案执法和创新制度，才有望真正落实广告规制的消费者本位理念。更多还原

【Abstract】 The U.S. Federal Trade Commission(FTC) regulates illegal advertising through a dual approach:deceptive practices and unfair practices.These dual drives operate within a flexible discretionary space constrained by statutes,courts,and Congress.In its judgment of illegal advertising,the FTC adopts a consumer-oriented stance,relying on the cognitive and damage risks faced by rational consumers as the foundation for its decisions.This approach prioritizes consumer protection,reflecting a clear consumer-oriented doctrine.In China,the 2015 amendments to the Advertising Law and The 13th Five-Year Market Supervision Plan(2017) both identified consumer protection as the primary goal of advertising regulation and market oversight.However,to fully implement the consumer-oriented principle in advertising regulation,further clarification is needed in legislation regarding the definition and scope of illegal advertising.Additionally,regulatory agencies must enforce the law on a case-by-case basis and foster greater institutional innovation.更多还原