论政府市场监管强权抑或放权的路径选择——以美国保险广告监管制度为重点  

The Centralization or Decentralization of Government Market Regulation Power—Focusing on the Advertisement Regulation of U.S.Legal System of Insurance

作　　者：李青武[1] 于海纯[1] 

机构地区：[1]对外经济贸易大学法学院,北京100029

出　　处：《大连理工大学学报（社会科学版）》2014年第4期108-113,共6页Journal of Dalian University of Technology(Social Sciences)

基　　金：教育部人文社会科学研究基金规划项目:"保险消费者保护制度及实施研究"(13YJA820060)

摘　　要：保险广告虚假宣传是中国当下保险销售误导的主要表现之一。监管机构在保险市场领域,是"有为"还是"无为"、是"放权"还是"强权"的抉择,取决于社会公共利益优先保护的需要,这是政府监管市场经济的理念。"政府是公共利益的代表",其本意是指政府通过实施一系列社会公共利益保护优先、市场经济效率次之的监管措施,实现社会整体利益。美国在保险广告领域的监管制度构成,充分体现了上述市场监管理念,对廓清政府与市场边界、指导保险监管机构树立正确监管理念、治理保险广告误导行为、保护保险消费者权益具有重要借鉴意义。The false advertisement of insurance is one of the current misleading insurance sales in China.The basis of deciding whether the Government should regulate or deregulate market economy is to protect the public interest,which is the idea of government regulation of the market economy.That the government is the representative of the public interest means that the government should achieve the overall interests of the community by developing a series of regulatory measures which protect the public interests prior to the economic efficiency of the market.The idea embodied in the American regulatory system of insurance advertisement has some important reference for the regulators in China in establishing a correct concept of regulation and governing misleading conduct of insurance companies.

关 键 词：社会公共利益 保险广告 市场监管 保险消费者 销售误导 

分 类 号：D913[政治法律—民商法学]