Our Effective Regulation Of False Advertising

Along with the reform and opening-up as well as the high-speed development of market economy, China's advertisement industry has become more and more prosperous, and obtains the unprecedented development. The advertisement closely relates to people's social life, and has become the essential part of people's economic and social life. But every coin has two sides. Although the advertisement has brought huge economic efficiency to the country and enriched people's cultural life, exaggerated advertisements began to appear in the market along with the rapid development of advertisement industry, and have initiated many problems. In recent years, In the face of the enticement of huge profits, the economic man aiming to maximizing their own benefit, have manufacture a mass of exaggerated advertisements, Which,therefore, are able to be unscrupulous to make its entry on the stage. The exaggerated advertisement will destroy the immature market economy of our country if no action is taken, thus hinder the development of national economy. They have become one of the public hazards of China, and it is urgent to govern and forbid them. "The People's Republic of China Advertisement Law" has been implemented Since February 1,1995. It has played a vital role in standardizing advertisement market, keeping the economic order and upholding the consumer s'rights and benefit. Although the massive exaggerated advertisements started to appear along with the establishment of our country socialist market economic system. As time goes, the present advertisement law has already had new problem.This paper basing on the unclear definition of exaggerated advertisements in the related national laws. Firstly, aims to make a clear definition for the exaggerated advertisements, briefly summarize the classification of exaggerated advertisement as well as the its criteria in the domestic and foreign related laws, and attempts to carry on the exploration to the concept of exaggerated advertisement in our country. Secondly, combines the characteristic and the present situation of exaggerated advertisements, discusses the reasons why it happened and harmful results it will bring to our society. Finally, according to analysis on the foreign exaggerated advertisement supervisory mechanism and research experience abroad, summarizes the experiences which our country may use for reference, proposes the suggestions on government of exaggerated advertisement from different aspects, which are consummation laws and regulations, the government function, the self-restraining system of advertisement industry, the consumers' self-awareness and assertion of rights, and the participation of whole society.