虚假广告的法律探析

虚假广告侵害了消费者的知情权、选择权及经营者合法经营权益及法定义务的履行，它以欺骗和误导消费者为目的，含有有关商品或服务的事实说明与真实情况不符且内容足以使消费者产生误解。虚假广告的法律防治可以明确规定认定标准，责任承担主体的对象，适用惩罚性赔偿原则，实行举证责任倒置，依法规范事前审查，确立公众举报制度以及确定广告协会的法律地位。

Legal analysis and discussion of false advertisements

False advertisements violate consumers'right to know,right to choose,and run to the detriment of the legitimate business interests and the statutory obligations of operators.They deceive and mislead consumers by containing proclaims of goods or services that are inconsistent with the real situation,hence misunderstand- ings.Legal combat of false advertisements can define clearly identified standards,main target of accountability; moreover,by means of applying the principle of punitive damages,implementing inversion of the burden of proof,regulating prior review according to the law,the public reporting system can be established anti the legal status of Advertising Association can be ascertained.