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所谓虚假广告,是指广告主、广告经营者和广告发布者为牟取非法利益而在广告中采用欺诈性的手段,对商品或服务的主要内容作不真实的或引人误解的表示,导致或足以导致消费者对其产生高期望值从而做出错误判断的广告。改革开放以来,我国的广告业蓬勃发展,对活跃社会主义市场经济发挥着积极作用。但近年来虚假广告的大量出现为经济发展增添了不和谐的音符。从医疗、药品、到保健食品、化妆品;从酒类、房地产、到致富信息、出国留学服务等,虚假广告涉及生活的各个方面,这不仅严重侵害了消费者的合法权益,而且扰乱了市场经济秩序。因此,认清虚假广告的危害,分析虚假广告产生的原因,探讨其治理对策就成为当今广告业亟待解决的问题。
The so-called false advertising refers to the advertisers, advertising managers and advertisers in order to reap the illegal interests of advertising in the use of fraudulent means, the main contents of goods or services make untrue or misleading expressions, resulting in or Ads that lead consumers to produce high expectations and make false judgments. Since the reform and opening up, the vigorous development of China’s advertising industry has played an active role in the active socialist market economy. However, the large number of false advertisements in recent years has added discordant notes to economic development. From medical treatment, medicine, to health food and cosmetics; from alcoholic and real estate to wealthy information and overseas study services, false advertising involves all aspects of life, which not only seriously infringes the legitimate rights and interests of consumers but also disrupts the market economy order. Therefore, recognizing the dangers of false advertisements, analyzing the causes of false advertisements and discussing the solutions to these problems has become an urgent problem to be solved in today’s advertising industry.