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題 名 | 公平交易法不實廣告規範之再檢討=A Study on the Regulation of False Advertising of the Fair Trade Law |
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作 者 | 劉姿汝; | 書刊名 | 興大法學 |
卷 期 | 5 2009.05[民98.05] |
頁 次 | 頁113-163 |
分類號 | 585.8 |
關鍵詞 | 公平交易法; 不實廣告; 廣告主; 郵購買賣; 比較廣告; 薦證廣告; 薦證者; Fair trade law; False advertising; Advertiser; Mail order purchase; Comparative advertising; Endorsement and testimonials in advertising; Endorser; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,不實廣告的問題日益增加而受到社會大眾的諸多的注意關心。事業利用虛偽不實或引人錯誤之表示或表徵來取得交易機會,不僅傷害了競爭者之間的公平競爭,亦損及了消費者的權益。公平法的第二十一條是規範不實廣告的主要條文,但其仍存在不少待解決的問題,一是關於如何認定廣告行為主體以及客體的問題,其還牽涉到與最高行政法院對於公平交易委員會(公平會)在適用公平法第二十一條與第二十四條之不同見解;此外,伴隨新的事業活動型態,諸如電視購物、郵購、電子商務等,新的廣告問題也隨之發生。當然包含了受到矚目的薦證廣告、薦證者等問題。因此,必須重新思考現行從公平法的角度如何規範不實廣告以有效地對抗不實廣告。 總言之,本文將針對公平交易法對於不實廣告之規範進行檢討。重點置於不實廣告在法律規範層面及實務運作上的發展,進一步希冀能建構一個更完善因應不實廣告的政策以及具體的規範準則。 |
英文摘要 | In recent years, the false advertising have been growing and brought to public attention. Enterprise make or use false or misleading representations and symbol to get business transactions, it is injures not only fair competition among competitors, but also the welfare of consumer. Article 21 is the main regulation of false advertising in the Fair Trade Law. It also exists some disputes, the One is how to determine the range of the Advertiser and the object of Article 21, then the Administrative Supreme Court reversed the Fair Trade Commission (FTC) regarded Article 21 and Article 24 of the Fair Trade Law is necessary to be discussed further too. In addition, go along with the new business style, as like TV Shopping, Mailorder, E-commerce etc., the new advertising problems also have occurred. Thus, we have to reexamine the regulation of the Fair Trade Law for fighting the new false advertising actions effectively, including the issue of endorsements and testimonial in advertising, and how to decide the responsibility of endorser. In sum, This article plans to discuss the regulation of false advertising of the Fair Trade Law. Emphasis will be placed on the legal and practice development of the false advertising, try to establish a more appropriate policy and legal standard for false advertising. |
本系統中英文摘要資訊取自各篇刊載內容。