歐盟之變遷和對商業廣告之規範

The Development of EU and Regulation of Commercial Advertising

劉華美(Hwa-Meei Liou)

《財產法暨經濟法》 創刊號 (2005/03) Pp. 61-93

摘要

歐盟成立迄今已從最初之六個國家擴大爲目前之二十五國，使得歐盟之重要性更形增加，並具有相當完整的法制，歐盟法相較於成員國之內國法有直接適用和優先適用之效力，在二○○四年歐盟更制定通過了歐洲歷史上第一部憲法，目前該憲法條約正由各成員國批准當中，歐盟憲法條約中明定了歐盟公民所享有的基本權，以及歐盟法之各種基本概念原則，並對歐盟之組織架構及權限有相當重要之修正。商業廣告是經濟活動重要之一環，各成員國家對於事業之廣告行爲均有相應之規範，基本上就歐盟的層次而言，依照有限授權原則以及補充原則，歐盟一直努力在此部份調和成員國間法制上之差異性，自於廣告行爲實際上亦爲歐盟公民之重要基本自由，而歐洲法院之判決歷年來亦承認商業廣告屬於言論自由之保障範疇，歐洲人權公約之規定亦然，歐盟憲法條約也在其第二部分明列了各項受保障之基本權。在相關之廣告規範中，最重要者有三種類型，包括關於牽涉到媒體之規範，例如歐洲電視指令，牽涉到產品之相關規範，例如煙草廣告指令，酒精類和藥品類廣告指令等，其中又以具有一般適用性之廣告規範影響層面最大，通常此在成員國內國法的層次厲於競爭法或消費者保護法所適用之範圍，包括了一九八四年之引人錯誤廣告指令，以及一九九七年之比較廣告指令。而目前歐盟執委會亦另草擬不公平商業行爲令草案，對於比較廣告指令和引人錯誤廣告指令有部份之修正，並羅列了若干當然違法之引人錯誤行爲，使得各成員國在適用歐盟法時有更明確之依據。

關鍵字

歐盟 ； 歐盟憲法條約 ； 商業廣告 ； 基本權 ； 有限授權原則 ； 歐洲電視指令 ； 煙草廣告指令 ； 引人錯誤廣告指令 ； 比較廣告指令 ； 不公平商業行爲指令草案

並列摘要

The significance of the European Union is increasing. Hitherto, its member countries developed from 6 in the incipiency to 25 with the firm foundation of constitution. Comparing with the national laws of EU member countries, EU Laws possess the direct and prior validity of application. Yet, in 2004, the European Union passed the first EU Constitution Treaty in European history. Currently, this treaty is under the review of each member country. The fundamental rights possessed by the citizens and the basic principles of the EU Laws are announced in the EU Constitution treaty, as well as the essential modifications of the purview of the organization structure of the EU. Commercial advertisement is one of the nuclei of economic activities. Each member country should have relevant norms in supervising the advertising of enterprises. Basically, in the EU level, according to the limited authorized principle and the subsidiary principle, the EU is attempting on the synthesizing of the distinctions among member countries. Forasmuch as that commercial advertising is the essential fundamental right of European citizens (so do the European Convention on Human Rights) and historically, the verdicts of European Court admitted that commercial advertising is protected within the province of freedom of speech; moreover, the second part of the EU Constitution Treaty indicated each fundamental rights definitely. In related advertising regulations, most importantly, they include the norms of the mass media, such as the European TV Directive; norms relate to the products, such as the Tobacco Advertising Directive; and the directives relate to alcoholic products and drugs. Among all of them, the advertising norms with general applications affect the most. Normally, with the valid category of Consumer Protection Law and Competition Law on the national law level of member countries, it includes the Misleading advertising Directive of 1984, the Comparative Advertising Directive of 1997. Within Proposal of the Unfair Commercial Practices Directive under redacting of European Commission, there are partial modifications of the Misleading advertising Directive and the Comparative Advertising Directive; it also lists some facts that are absolutely illegal. This makes the men1ber countries to form more accurate bases when applying EU Laws.

並列關鍵字

EU ； EU Constitution Treaty ； commercial advertising ； limited authorized principle ； European TV Directive ； Tobacco Advertising Directive ； Misleading Advertising Directive ； Comparative Advertising Directive ； Proposal for the Unfair Commercial Practices Directive