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目前,各级工商行政管理机关正在全国范围内开展整顿和规范广告市场秩序的工作,制止虚假、误导广告是其中的重要内容。误导广告及不当的比较广告直接损害着消费者和其他经营者的合法权益,对广告市场秩序也有较大的危害作用。误导广告和比较广告均是各个国家的监管重点。欧洲共同体理事会于1984年发布的《关于误导广告的指令》及欧洲议会和欧洲联盟理事会于1997年发布的《关于比较广告的指令》,对界定误导广告、比较广告以及制止、处理误导广告、不当比较广告的程序均作了详细的指导性规定。他山之石,可以功玉。本刊将陆续刊载安青虎同志翻译的上述指令,希望能对广告监管干部在广告监管实践中有所启发,也希望能为广告主及广告从业人员在广告活动中提供参考。
At present, the administrative organs for industry and commerce at all levels are carrying out work on rectifying and standardizing the advertising market nationwide. It is an important part of them to stop false and misleading advertisements. Misleading advertisements and improper comparative advertisements directly damage the legitimate rights and interests of consumers and other operators and have a greater harmful effect on the advertising market order. Misleading advertising and comparative advertising are all countries’ regulatory priorities. The Council of Europe Council Directive on Misleading Advertising, issued in 1984, and the Directive on the Comparison of Advertisements, promulgated by the European Parliament and the Council of the European Union in 1997, make it more difficult to define misleading advertisements, compare advertisements and stop misleading advertisements , Improper comparison of advertising procedures were made in detail the guiding provisions. The stone of other hills, you can Gong Yu. The magazine will be published one after another Comrade An Qinghu translation of the above directives, hoping to be able to monitor advertising in advertising supervision of some inspiration, but also hope for advertisers and advertising practitioners in the advertising campaign to provide a reference.