The Legal Issues Of Comparative Advertising Research

Along with the market economy development, as a method of transporting commercial information and competition, Comparative Advertising widely exists now. However, Comparative Advertising often harms the opposite side, and misleads the people. So it is urgent to regulate it in order to protect people and maintain the economical order.This dissertation is divided into five parts. The first part focuses on the basic problems including the definition, the different types and legal features of comparative .information.The second part analyses the legitimacy of Comparative Advertising. Comparative Advertising has both economic value and social value. Based on jurisprudence, Comparative Advertising has closely connection among freedom of speech, freedom of economic, the principle of economic law. Comparative Advertising has rationality and validity. Adjudgment standard of Comparative Advertising is also expounded in this part.Comparative Advertising has negative influence on economy when it is against the legal rules. It must follows the; basic legal principle include honesty, fairness, and true, not mislead and not fame. The third part focuses on illegal Comparative Advertising including how to cognizance illegal comparative advertising, especially misleading Comparative Advertising and defame Comparative Advertising, because these are the most popular way of Comparative Advertising. Legal responsibility form of Comparative Advertising is the last thesis in this part.The fourth part is about how to control Comparative Advertising effectively. At last, because our legal system of Comparative Advertising has many defects, we must revise our rules for comparative advertising, and try to make them perfect.