The Comparing Advertising Of Legal Regulating About Present Situation And Legislative Proposals

With the rapid development of economy, commodity competition from some kind of degree ofcompetition staged became advertising. Compare advertising as a commercial advertising,comparison advertising has gradually become a tool which enterprise or winning the competitionadvantage. At present, our country hasn't laws to regulate for comparison advertising, regulationand oversight. So for the comparison advertising of the concept, classification and validity analysis,legal supervision or blank. In particular, when comparing advertising behaviour aroused by theACTS of unfair competition, such as appear false advertising, trademark infringement, commercialdenigrate, applicable law is very small. In our country, because of a lack of unified comparisonadvertising legal norms and management, so the disputes and litigation gradually become more andmore many. Scholars hope through the continental law system and common law countries'legislative experience, and a comparatively advertising law system to regulating the comparisonadvertising market competition behavior is the important topic solved urgently.Currently, countries try to compare advertising laws have three point: sure said, denial said,limit said. The author of comparative advertising is built corresponding legal regulation is takensupport attitude. In this paper, through the comparison advertising scope, present situation, makesome specific legitimacy, value after analysis and interpretation at present difficulty of comparisonadvertising, finally put forward the corresponding legislative proposals.