在市场经济迅猛发展的当今时代,比较广告对人们生活的影响日益深远,其频繁使用所引发的纠纷和争议屡见不鲜。可是目前国内外学界对于比较广告的界定和适用标准并没有达成共识,因此对比较广告进行有效的法律规制,使其扬长避短是维护市场竞争秩序的必然要求。 In today’s era of rapid development of market economy, the impact of advertisements on people’s lives is increasingly far-reaching. Disputes and disputes arising from their frequent use are not uncommon. However, at present, there is no consensus among domestic and foreign scholars on the definition and application of comparative advertisements. Therefore, it is a necessary requirement to maintain effective laws and regulations in advertisements and avoid weaknesses.