不實網路廣告之分析

Analysis of False Internet Advertising

張心怡(Hsin-Yi Chang)

指導教授 ： 林江峰

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00015

摘要

由於電子商務的發達，上網人口的增加，網路廣告營收的成長，使得越來越多廣告主會選擇透過網路媒體刊登廣告，然而若為與同業競爭，在強化廣告效果追求利益的目標下，若發生廣告不實或重要資訊未適當揭露的情形，極易衍生消費糾紛，因此，包括我國在內的許多國家，會針對網路不實廣告行為加以規範。為了避免觸及不法地帶，不論廣告主、廣告媒體業者、廣告代理業者、網路服務提供者等網路廣告之相關當事人，有必要對於網路廣告之相關資訊及規範詳加了解。

本研究在結構安排上，第一章先說明研究動機與目的，此外，由於刊登網路廣告所牽涉之問題廣泛，因此選擇以競爭法之角度切入進行研究分析，並說明研究架構及流程。

第二章就網路廣告商業模式作一整理，分就網路廣告特性、類型、廣告網站及相關當事人進行介紹。

第三章進一步分析網路不實廣告之態樣，包括傳統不實廣告及網路上特有之不實廣告態樣。

第四章介紹各國處理網路廣告之規範，分就美國、加拿大、日本及我國之傳統不實廣告規範以及網路廣告適用問題進行研析。

第五章釐清網路廣告相關當事人責任歸屬問題，包括廣告主的認定、不同業務之網路廣告提供者的責任、以及網路媒體業者與代理業者之民事責任。

第六章為結論與建議，先就本研究所得作一結論，最後再對網路廣告相關業者提供建議。

關鍵字

不實廣告 ； 網路廣告 ； 公平交易法 ； 廣告主

並列摘要

Because of the development of e-commerce, increasing Internet population, and growing revenues from internet advertisements, more and more advertisers chose to publish their advertisements on the internet; however, it is easy to have consumption disputes derived from the false advertising or inappropriate disclosure of important information under the goal of enhancing advertisement effect and seeking profits to compete with other enterprises within industry; therefore, many countries, including Taiwan, have regulations on the false internet advertising behaviors. For not violating laws, parties engaged in internet advertising, regardless of advertiser, advertisement media providers, advertisement agents, or internet service providers, have to understand relevant information and regulations of internet advertising clearly.

The structure of this research is, Chapter 1 describes research motivation and purpose; furthermore, because comprehensive problems are involved in the publication of internet advertisement, the viewpoint of competition law is adopted for research and analysis, and explains the research framework and process.

Chapter 2 arranges the commercial models of internet advertisement, and introduces the features and types of internet advertisement, advertisement websites and relevant parties, respectively.

Chapter 3 further analyzes the patterns of false internet advertising, including traditional false internet advertising and the specific patters of internet advertising.

Chapter 4 introduces regulations for the management of internet advertising in each country, and analyzes the regulations of traditional internet advertising and the application of laws to internet advertising in USA, Canada, Japan and Taiwan, respectively.

Chapter 5 clarifies the responsibilities of relevant parties engaged in internet advertising, including the definition of advertiser, responsibility of internet service providers engaged in different business, and the civil liabilities of advertisement media providers and agents.

Chapter 6 is the conclusion and suggestion. First is to conclude the research, and then provides suggestions to relevant parties of internet advertising as the reference for the decision in publishing internet advertisement.

並列關鍵字

false advertising ； internet advertising ； Fair Trade Law ； advertiser

參考文獻

5.張雅雯，網路服務提供者就網路違法行為之法律責任，律師雜誌，第228期。

8.廖緯民，德國多元媒體法簡介，資訊法務透析，1997年11月。

2.李建億，論網際網路不實廣告之管制及其民事責任，國立成功大學法律研究所未出版碩士論文，90年。

7.廖義男，論不當之低價競爭，台大法學論叢，第14卷第1、2期，74年6月。

1.Robbin Zeff, Brad Aronson，Advertising on the Internet, 1999.