【作者】 韩旭；

【导师】 顾祝轩；

【作者基本信息】 上海交通大学 ， 法律， 2014， 硕士

【摘要】 我国市场经济自由化的程度在不断增强，商品和服务的竞争也不再局限于产品质量较量及价格战；产品投放市场之前，广告的宣传战的成果已经为商品后续的竞争分出了高下。因此，对企业来说，广告宣传至关重要。比较广告是能够高效宣传产品，收揽竞争优势的方法。比较广告这种广告形式在市场中越来越多地被采用，但现有法律对其的态度并不明朗。为适应市场需求，应该对其合法性进行分析，并进一步设立判断标准，以促进经济及配套制度的发展。文章旨在对有关这一问题的现行法律进行分析，找出各规定间未能形成系统规范体系的问题所在，从而为认可比较广告合法性提供合理依据。文章正文分为四个部分：第一章介绍了我国现有法律法规之中有关比较广告规范的规定。通过分析，总结出各位阶法律法规前后不一致、缺乏系统性的问题。从现有制度的不足中寻找规范比较广告的关键点，以求在今后的立法和法律适用中积极调整，从而及时、有效规范市场中花样繁多且日渐增多的比较广告类型。第二章例举了我国司法实践中对于比较广告的几个重要争议，并对与其相关的典型案例进行了分析。由于比较广告类型富于变化，使用语境不同于普通的侵权行为，总会存在现有法律所无法规制的特殊情况。法院的判决中存在大量的自由裁量，常出现法院观点的前后不一致，因此也未能为比较广告的合法地位认可提供可靠依据。本章中提出的几个重要争议点的解决，可以为我国比较广告合法性判断标准的建立提供思路。第三章为解决比较广告合法性判断标准缺少统一立足点的问题提出了解决方案。作为市场行为的最终接受者，以消费者对比较广告的反应作为出发点来判断其合法性，更加符合规范比较广告的意义。第四章依据在第三章中所提出的价值取向，并结合美国相关判例的先进经验，再次对第二章中提出的几个问题进行解读，为我国比较广告合法性判断标准的系统化完善提出可发展的解决方案。在依照法律标准维护市场秩序的同时，应在规范的制定和适用中重视对消费者知情权的保护，以更加适应经济发展的需要。更多还原

【Abstract】 The commodity and service market in China is increasingly open foropportunities. The competition among the commodities and service is notonly within the traditional fields, such like the quality improvement andproducts pricing. The fiercest war hits the road before the launching ofthe products, that is, the advertising campaign. The seller put a lot ofemphasis on advertising, since it plays an important role in the marketingstrategy. Comparative advertisement is one of the most efficient ways todisseminate the product information, and to gain completive edge.Comparative advertisement has been put into use in a lot of casesnowadays, while its legal status is not clearly stated according to thecurrent laws in China. The recognition of the legitimacy of the popularapproach of advertising is required by China’s economic developmentand legitimate construction. To answering for the great need in market,the legal standard of comparative advertisement should be established. Inthis article, the author makes legal analysis of the problems concerningcomparative advertisement, and figures out the defects in Chinese currentlegal system, through which the legitimate grand of comparativeadvertisement would be found. The body of this article consists of fourparts:The first chapter introduces Chinese current statues and regulations concerning comparative advertisement. There is no systematic ruleregulating comparative advertisement depends on current laws. Moreover,there are contradictions exists among different ranks of provisions. Thesolution for establishing the legal standard for comparative advertisementshows up during the clarification of the legal deficiency.In the second chapter, four significant controversial issues areillustrated with case study. Legal force sometimes fails to constrain theadvertising activities, since various advertisements launched with newpattern that people never seen before. It is inevitable that there isinconsistency with court’s opinion when too much free judgment has tobe induced to make a final judge. The issues discussed in this chaptercontribute methods for a more adaptive legal standard for the comparativeadvertisement.The third chapter presents the standpoint for the constitution of thelegal standard. Consumers are the final respondents of all the commercialactivities; the reaction of consumers towards the disputed advertisementis the key to define whether an infringement act established. Thesignificance of regulation of the advertising market lies in the protectionof consumers.In the last chapter, the author re-states the four issues in chapter two.Learning from relevant precedents in the U.S., the legal standards of thekinds of comparative advertisement above are reformed and refinedaccording to the value orientation in chapter three. The suggested legalstandard emphasizes the protection of consumers’ right to know whiletries its best to maintain the order in market. A good application of ruleswill propel the economic development in the long run.更多还原