论虚假广告侵权责任立法国际趋势及对我国的借鉴  

Overseas Legislation for Tort of False Advertising and Its Implication for China

作　　者：张世鹏[1] 

机构地区：[1]华东理工大学商学院

出　　处：《安徽大学学报（哲学社会科学版）》2013年第2期125-131,共7页Journal of Anhui University(Philosophy and Social Sciences Edition)

基　　金：2010年度国家社科基金青年项目(10CFX050)

摘　　要：各国立法治理虚假广告的经验表明公法方法的效果逊于私法方法的效果。私法方法的制度设计,特别是虚假广告特殊侵权责任的制度设计得到长足发展。虚假广告特殊侵权责任制度一方面从主体、范围等方面加重虚假广告行为人的责任,另一方面从受害者诉讼便利性和获利性角度鼓励虚假广告受害者依法维权。这种立法趋势为我国修改广告法提供了可供参考的立法例,在立法方法上也启示我国立法应当立足国情,更多利用"理性人"合于经济规律的行为选择来实现立法目的。As is shown in overseas legislation, public law is less effective than private law in con- trolling false advertising. Legislation concerning tort liability for false advertising develops very quickly in private law. The legislative design has two trends. First, liabilities of conductors of false advertising are increasingly severe in scope and subject. Second, victims of false advertising are encouraged to suit for damage with more convenience and benefits, rFhese two trends provide references for the amendment to advertising laws in China. Methodologically speaking, overseas legislation can provide the following reve- lation ： ＂rational man＂ with their behavior in line with economic rule should be chosen in Chinese legisla- tive process to realize legislative intent.

关 键 词：虚假广告侵权 惩罚性赔偿 严格责任 经济分析 激励机制 

分 类 号：D913[政治法律—民商法学]