维护广告的真实性,制止和取缔广告虚假是广告监督管理的一项重要职责。对于广告监督管理机关而言,如何判定广告的真实与虚假不仅是理论问题,而且是个实践问题。 所谓广告的真实性是指广告必须如实反映商品或服务的本来面貌,与客观事实一致。 判定一则广告是否真实,就是要看广告内容和形式是否符合事实,有无虚构事实或隐瞒事实真相 Maintaining the authenticity of advertisements and stopping and suppressing false advertisements are an important duty of advertisement supervision and management. For advertising agencies, how to determine the trueness and falseness of advertisements is not only a theoretical issue but also a practical issue. The so-called authenticity of advertisements means that advertisements must faithfully reflect the original appearance of goods or services and be consistent with objective facts. Judging whether an advertisement is real or not is to see whether the content and form of the advertisement are in accordance with the facts, whether there is a fact or the truth