公平交易法上薦證廣告之研究

我國公平交易法係採限制競爭法及不正競爭法兩法合一之法制，而不正競爭法中在實務上最常見的違法態樣則為不實廣告。廣告為現代商業活動重要的行銷手段，除塑造商品之形象、提高產品之知名度，亦影響消費者的選擇、甚至改變消費者的消費習慣。近年電視、網路等媒體的蓬勃發展，廠商更是藉由在電視、網路等媒體上宣傳其商品，以誘引消費者購買。本論文所探討之薦證廣告即屬不實廣告類型之一，由於薦證廣告係事業透過以知名公眾人物、專家及專業機構、消費者經驗分享之表現方式來傳達散布廣告訊息，較其他類型之廣告更容易使閱聽者信服，因此，倘事業透過不實之薦證廣告作為從事競爭之手段，將有害市場之競爭秩序。源於公平交易法此次對於不實廣告規範進行修正，而新增對薦證廣告中薦證者責任之規定，本文擇之為討論核心，探討薦證廣告為何有別於其他類型之不實廣告，而使立法者特別地對其規範。本文先從廣告活動在行銷上、商業上之角色及功能談起，以瞭解薦證廣告如何以其獨特的表現方式來傳播其訊息；其次敘述不實廣告之規範制度，並介紹美國法、日本法對於薦證廣告之規範制度，另適逢大陸法制亦欲進行對薦證廣告規範制度之修正，故本文亦從我國及大陸法制之規範制度及案例進而檢討兩岸法制對薦證廣告之規範問題。除比較兩岸對薦證廣告規範制度之異同外，本文並提出對我國現行規定之檢討與建議，認為立法者透過課予薦證者法律責任欲解決社會上不實薦證廣告之氾濫現象之用心固能理解，然欲有效遏止廣告主從事不實薦證廣告，應將提高並加重對廣告主之法律責任，並落實廣告媒體業者及廣告代理業者之法律責任，最後認為可參酌美國法制之薦證廣告指導準則之規定，新增重要性關係揭露及對於透過網路媒介所為之薦證廣告作特別規範，以健全對不實薦證廣告之規範制度。

關鍵字

薦證廣告；薦證者；不實廣告；薦證廣告指導準則；廣告主；重要性關係揭露

並列摘要

The Fair Trade Act system of our country is the complex of Act on Antitrust Laws and Unfair Competition Laws. And the most common type and category of lawbreaking against Unfair Competition Law is the false advertisement in practice. Advertisement is an important marketing strategy for modern commercial activities. It shall influence the choice of consumers, and even change their consumption custom, besides building the image of commodities and enhancing the fame of products. Together with the booming development of media such as TV and internet in recent years, suppliers popularize their commodities by TV and internet to attract consumers. The endorsements and testimonials studied in this article belong to one of the false advertisements. On account of popularizing and spreading information of the advertisement by means of sharing the experiences among famous public figures, experts, professional institutes, and consumers, endorsements and testimonials advertising business is more convincing to readers and listeners than other types of advertisements. Therefore, if false endorsements and testimonials in business are employed as competitive means, it shall impair the competition order of the market.Due to the amendment to the false advertisement regulation by Fair Trade Act, and the newly-added stipulations on the liabilities of the endorser in endorsements and testimonials in Fair Trade Act, this article selects Fair Trade Act to be the core of discussion to discuss whether endorsements and testimonials are different from other types of false advertisements which is deserved to be regulated specially by the legislator. This article starts the discussion from the role and function of advertising activities in marketing and commerce, in order to learn about how the endorsements and testimonials spread its information in a unique way of expression; secondly, this article starts talking about the regulations and systems on false advertisements. This article also introduces the regulations and systems on endorsements and testimonials in American Law and Japanese Law. In addition, Continent Law shall make amendments to the regulations and systems on endorsements and testimonials advertisement, this article checks and reviews the problems in the regulations on endorsements and testimonials stipulated in the cross-strait laws in the aspect of cases and systems of our country and Continent Law. In spite of the comparison of the differences and similarities in the cross-strait regulations and systems on endorsements and testimonials advertisement, this article puts forward suggestions for the review of the existing regulations of our country. This article holds a view that it is understandable that the legislator intends to solve the universal spreading of false endorsements and testimonials in the society by granting the endorsers legal liabilities, but the legal liabilities of advertisers shall be enhanced to prohibit the advertisers to produce false endorsements and testimonials advertisements effectively. Furthermore, the legal liabilities of commercial media companies and commercial agencies shall be put into effect. Finally, this article believes that the stipulations on the guidance codes on endorsements and testimonials advertisements, newly-added disclosure of material connections, and special regulations on endorsements and testimonials made through the internet media in American Law shall be referred to, in order to perfect the regulations and systems on false endorsements and testimonials advertisements