虚假广告的多维法律规制

虚假广告可分为欺骗性虚假广告和误导性虚假广告。广告法规定广告不得含有虚假的内容 ,不得欺骗和误导消费者 ,否则应承担相应的民事、行政责任 ,但广告范围只限于商业广告。反不正当竞争法规定 ,不得利用广告进行引人误解的虚假宣传 ,损害竞争关系。刑法具体规定了广告主、广告经营者、广告发布者设计、制作、发布虚假广告 ,情节严重的 ,构成虚假广告罪。广告法概括地规定虚假广告行为情节严重的应承担刑事责任 ,而刑法具体规定严重损害消费者、生产经营者合法权益的虚假广告行为的两罚制。反不正当竞争法则具有兜低性 ,只有广告法和刑法没有明确规定的 ,才能适用反不正当竞争法。

Multi-Dimensioned Legal Conditioning against False Advertisement

False advertisement comprises fraudulent false ad and misleading false ad. Advertisement Law stipulates that ads contents should be genuine, and shouldnt deceive and mislead consumer, otherwise, the advertiser should bear civil responsibility or administrative responsibility, and that the range of ad is limited to commercial ads only. Anti-Unfair Competition Law stipulates that ad shouldnt be used to make misleading false propaganda and damage competition. Criminal Law stipulates further that advertisers, runners of ad and releasers of ad who have designed, made and issued false ads are to be charged the crime of false ad if the extent being serious. Advertisement Law stipulates generally that one who makes serious false ad should bear criminal responsibility, whereas Criminal Law stipulates specifically the double-punishment system applying to actions of false ad that causes damage to consumers and manufacturers legal rights seriously. Anti-Unfair Competition Law can be applied only when Advertisement law and Criminal law have no relative regulations.