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为了适应欧洲联盟共同市场的建立和发展,欧盟制定了关于比较广告的指令。指令规定原则上允许比较广告的存在。2000年9月14日,德国以修订《反不正当竞争法》的形式将指令转化为内国法。从此,比较广告的法律问题在欧盟成员国包括德国都有了明确统一的法律规定。本文从《反不正当竞争法》制定之初开始研究,通过对帝国法院和学术界所使用概念的梳理,重点对帝国法院和联邦最高法院各个阶段对比较广告的法律评价进行分析,同时结合学术界的观点,展现了比较广告百年发展的清晰脉络。同时,本文指出,对任何法律问题的评价都是在当时的社会法律背景下的利益权衡,表面上差异巨大,实质上殊途同归。
In order to adapt to the establishment and development of the common market of the European Union, the EU has issued a directive on comparative advertising. Directive provisions allow in principle the existence of advertisements. On September 14, 2000, Germany transformed the directive into a national law in the form of amending the Anti-Unfair Competition Law. Since then, the legal issues of comparative advertising in the EU member states, including Germany have a clear and unified legal provisions. This article starts from the beginning of the formulation of the Anti-Unfair Competition Law. By analyzing the concepts used by the imperial courts and academics, this paper analyzes the legal evaluation of comparative advertisements in various stages of the Imperial Court and the Supreme Court of the United States. At the same time, Community point of view, showing a clear context of more than a hundred years of advertising development. At the same time, this article points out that the evaluation of any legal issue is the balance of interests under the current social and legal background.