虚假广告是广告业发展的一大毒瘤。近年来,随着传媒行业和传播技术的不断发展,电视购物、互联网领域的虚假广告成为新的监管难题。特别是医疗、保健品、药品、美容化妆品、收藏品等领域的虚假广告,对于普通消费者来说,很难判别广告信息的真实性、可靠性,其知情权和公平交易权也大打折扣。如果消费者因误信广告而购买了伪劣、假冒商品,不仅损害了消费者的经济利益,严重的还可能危害消费者的生命和健康安全。本期介绍工商部门查处两个典型虚假广告案例,以供各地规范行业市场借鉴参考。 False advertising is a major cancer in the advertising industry. In recent years, with the continuous development of the media industry and communication technologies, fake advertisements in the fields of television shopping and the Internet have become new regulatory challenges. Especially in the medical, health care products, medicine, cosmetics, collectibles and other fields of false advertising, for the average consumer, it is difficult to determine the authenticity of advertising information, reliability, and its right to information and fair trade are also greatly reduced. If consumers buy fake or counterfeit goods because of misinformation, they not only damage the economic interests of consumers, but also seriously endanger consumers’ lives and health and safety. This issue introduced the investigation of two typical commercial cases of false advertising, for reference to regulate the market around the industry.