比较广告在现实中大量存在,受到许多经营者的青睐并作为市场竞争手段而使用。由于广告监管机关对比较广告的法律内涵、评价标准、法律适用及规范举措等存在一定程度上的认识模糊,造成违法比较广告屡禁不止,甚至泛滥成灾,极大地影响着广告业的健康发展和市场公平竞争秩序的形成。本文作者借助一起典型案例对此问题进行初步分析,以期引起大家对这一问题的关注和探讨。 Compared to a large number of advertisements in reality, favored by many operators and as a means of market competition and use. Due to the fact that the advertising regulatory authorities have a somewhat unclear understanding of the legal connotation, evaluation criteria, applicable laws and normative measures of comparative advertising, etc., the relatively illegal advertisements are repeatedly banned and even flooded, greatly affecting the healthy development of the advertising industry and the market The formation of a fair competition order. The author uses a typical case to conduct a preliminary analysis of this issue, with a view to arousing people’s attention and discussion on this issue.