食品企业合规指南——食品广告的合规落地  

Compliance Guidelines for Food Enterprises:Compliance in Food Advertising

作　　者：陈兵 邱婕 CHEN Bing;QIU Jie(King&Wood Mallesons)

机构地区：[1]北京金杜律师事务所

出　　处：《中国食品安全》2025年第2期56-61,共6页CHINA FOOD SAFETY

摘　　要：本文通过深入分析食品广告相关的法律法规和执法案例,探讨了食品广告与食品商业宣传的界限,列举了在广告中常见的违规行为和潜在风险,详细剖析了虚假宣传、绝对化用语等常见问题,特别是针对特定食品类别如保健食品、婴幼儿配方乳粉及酒类产品的广告特殊要求。此外,本文还分析了广告主、广告经营者和广告发布者等主体在广告合规中的法律责任划分,提出了广告合规的具体建议,如加强广告审核、了解法规细节以及应对执法检查等。最后,文章强调了食品广告合规管理的重要性,建议企业在广告宣传中要从被动防守转向主动防范,建立完善的广告合规管理体系,以有效避免法律风险并优化商业价值。This paper analyzes relevant laws,regulations,and enforcement cases regarding food advertising,exploring the distinction between food advertising and commercial promotion,and identifying common violations and potential risks in advertising,and thoroughly examines issues such as false advertising,the use of absolute terms,and comparative advertising,with a particular focus on special requirements for specific food categories,such as health foods,infant formula,and alcoholic beverages.Additionally,this paper clarifies the legal responsibilities of various parties involved in advertising,including advertisers,advertising agencies,and media platforms.The paper offers practical recommendations for advertising compliance,such as strengthening advertisement reviews,understanding regulatory details,and preparing for enforcement inspections.Finally,it emphasizes the importance of food advertising compliance management,suggesting that companies shift from passive defense to proactive prevention,establishing a comprehensive advertising compliance system to effectively mitigate legal risks and optimize business value.

关 键 词：食品广告 广告合规 虚假宣传 特殊食品广告 合规管理 

分 类 号：F203[经济管理—国民经济]