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市场竞争越来越激烈,使得广告的作用愈加明显,对比广告作为一种新兴广告也倍受青睐。但是对比广告也因此遭到滥用,成为不法经营者提高自己贬损同类经营者的工具。本文从一个典型的对比广告构成虚假宣传和商业诋毁的案例出发,对对比广告的概念以及国内外的法律规制进行分析,指出目前我国对对比广告的法律规制的现状的不足,并提出改善意见。
Increasingly fierce market competition, making the role of advertising more obvious, contrasting ads as a new ad is also much favored. However, comparative advertisements have therefore been abused and become tools for unscrupulous operators to increase their demeaning of similar operators. This article analyzes the concept of comparative advertisement and legal regulation both at home and abroad from the case of a typical comparative advertisement that constitutes false propaganda and commercial discredit. It points out the current situation of legal regulation of comparative advertisement in our country, and puts forward suggestions for improvement.