从广义上讲,保护消费者权益不仅要有相应的法律,而且需要有一定的道德规范。当前,商业广告与社会道德的矛盾冲突相当普遍,商业广告违背社会道德、损害消费者利益的现象十分严重: 一是,片面传递商品或劳务信息,只说好话,隐瞒缺点;或强调一点,不及其余;或假他人之口,自我吹嘘;或夸大功能,甚至无中生有。加之很多广告是通过权威性媒体刊播的,由于广大消费者对权威性媒体公正性的信赖,极易接受广告的误导,造成自身利益的损害。二是,有意片面假定消费者具有完全的判断能力,推卸广告应承担的道德责任。广告主明知道消费者的购买行为多属于非专家购买,却假定所有的消费者都具有完全的判断能力,能作出对自己有利的购买决策。他们既不会把广告所传递的信息作为购买决策的唯一依据,也不会被广告 In a broad sense, the protection of consumer rights and interests requires not only corresponding laws but also certain moral standards. At present, the contradiction between commercial advertising and social morality is quite common. Commercial advertising violates social morality and damages the interests of consumers. The phenomenon is very serious. First, one-sided delivery of goods or labor information, only good words, concealing weaknesses; or emphasizing one point, less than The rest; or the mouth of false ones, boasts of self; or exaggerates functions, even out of nothing. In addition, many advertisements are published through authoritative media. Because of the trust of consumers in the fairness of authoritative media, they can easily accept misleading advertisements and damage their own interests. Second, intentionally assume that consumers have full judgment ability and shirk their ethical responsibilities. Advertisers know that consumers’ purchase behavior is mostly non-expert purchases, but assume that all consumers have full judgment ability and can make favorable purchasing decisions for themselves. They neither use the information passed by the advertisement as the sole basis for purchase decisions nor are they advertised.