论虚假广告的民事法律责任

摘   要

 在信息时代，虚假广告借助互联网等媒体，速度快、影响面广、范围大，使虚假广告的管理十分困难。为了保证社会经济的持续健康发展，打击虚假广告，破坏市场，欺骗消费者的行为很有必要。

本文主要从四个方面介绍广告法及其他相关法律有关虚假广告的民事法律的立法现状，分析虚假广告所造成的危害和根本原因。针对这些问题，我们更应侧重机制本身，解决相关机制在实际生活当中的有机结合，来提出一些建议。第一部分介绍论文研究的背景及意义、研究方法，多角度对国内外相关制度进行比较分析。第二部分正式对虚假广告的概念、危害、原因等多方面进行阐述，从它的欺骗方式当中甄别虚假广告的类别，并以此介绍了虚假广告的相关危害，以及所造成的原因。第三部分从虚假广告的行为主体、损害事实、主观过错方面来谈如何界定虚假广告的民事法律责任。第四部分是本文写作的核心，是对于虚假广告的治理问题的建议，介绍了我国、国外民事法律责任的承担问题，并对完善我国虚假广告法律机制的构建提出一些可行性的建议。

关键词：虚假广告  危害  民事法律责任  建议

On Civil Liability of False Advertisement 

ABSTRACT

In the information age, false advertising with the Internet and other media, fast, wide impact, a wide range, so that the management of false advertising is very difficult. In order to ensure the sustained and healthy development of society and economy, it is necessary to crack down on false advertising, destroy the market and deceive consumers.      

 In this paper, the author introduces the legislative status quo of civil law about false advertising in advertising law and other relevant laws from four aspects. To solve these problems, we should pay more attention to the mechanism itself, to solve the organic combination of relevant mechanisms in real life, to make some suggestions. The first part introduces the background and significance of the research, research methods, comparative analysis of the domestic and foreign related systems. The second part of the formal false advertising concept, harm and causes of multiple aspects, from which it is a way of cheating screening false advertising categories, and then introduces the harm of false advertising, and causes. In the third part, the author discusses how to define the civil liability of false advertisement from the aspects of the main body, the damage fact and the subjective fault. The fourth part is the core of this writing, is for the governance of false advertising proposal, introduced the problems in our country and abroad bear civil liability, and put forward some feasible suggestions for the establishment and improvement of China's legal system of false advertising.       

 Key words: False Advertising, Legal Liability, Civil Liability 

目  录

一、绪论1

（一）研究的背景及意义1

（二）研究内容和方法2

（三）国内外研究情况3

二、虚假广告及其特点概述3

（一）虚假广告的概念4

（二）虚假广告的危害4

（三）虚假广告出现的原因5

三、虚假广告的构成要件6

（一）虚假广告的行为主体6

（二）虚假广告造成的损害事实7

（三）行为与虚假广告有主观过错7

四、虚假广告的民事法律责任的承担7

（一）我国有关虚假广告的民事法律责任的承担7

（二）外国关于虚假广告的民事法律责任的承担8

（三）防治我国虚假广告问题的建议9

结论11

参考文献12