类似于理发店“最高发院”这样的店堂招牌属于商业名称,应依据商业名称类法律法规予以规制,而不宜纳入广告法的规制范围,否则不仅导致适用法律的错误,也难免出现机械执法的尴尬。在以商业名称进行规制时,应注意法律规范的综合适用,通过对公序良俗原则等不确定概念或一般性条款的价值补充来填补法律的漏洞,从而实现对不规范商业名称的有效规制。 Similar to the barber shop, “the highest hair hospital” such a sign of the store belongs to the commercial name, should be based on the laws and regulations of the business name to be regulated, and should not be included in the scope of the regulation of advertising law, otherwise not only led to the error of applicable law, but also inevitably appear machinery Law enforcement embarrassment. In the regulation of commercial names, we should pay attention to the comprehensive application of legal norms, and fill the gaps of laws by supplementing the concepts of indefinite concepts or general clauses such as the principle of public order and good morals so as to realize the effective regulation of non-standard commercial names.