Comparison Of The Legal Regulations Advertising

Since China’s accession to the WTO market economy began to advance by leaps and bounds development, all kinds of new product emerge in endlessly, the competition between stores is common. Advertising as a kind of international behavior by businessmen’s favour, and become the main means of publicity, in real life is widely used. In recent years the most with everybody the attention of the comparison advertising sprung up, and give the businesses do a lot of benefits. Marx once said,"when ten percent of the profits, capital began to move; fifty percent of the profits, it begins to desperate" Our country in recent years the number of comparison advertising also shows ascendant trend, but in practice is produced by advertising the unfair competition also abound, and also to advertising activity rules brought shock and impact. So, more advertising in our country will become a real high tension line of electric power. So what is the specific comparison advertising? It is how to define the? The advertisement law of our country this is not explicitly specific provision, according to the European Union "comparative advertising proposal of explanation:any advertising no matter which way, or straightforward, or indirect way, or in some implicit dark means means, involving their rivals, or mention the products and provide the services program that constitute the comparison advertising. Face the increasingly fierce comparison advertising, from theory to further, rational discussion, grasp the development and changes of the law of the activity, it is of great theoretical and realistic significance. But because the comparison advertising is use the contrast the ways of the product promotion, the inherent characteristics of the comparison advertising special not to hold, easy to cause a series of legal problems. So perfect China’s relevant laws and regulations and have it. This article, from the four parts of comparison advertising to some of the related laws and regulations are analyzed. The first part is more advertising the general theory of research problems, including comparison advertising connotation and characteristics, type, function, risk and comparison advertising the meaning of laws and regulations. On the analysis of the definition and comparison advertising comparison advertising on the basis of common type, summarized the characteristics of its law. The second part is to compare advertising law regulation of research. Through the analysis of the common law and civil law legislation to comparison advertising, and then try to provide the perfect for our country legal experience for reference and innovation. The third part is our country comparison advertising the shortage of laws and regulations. This paper proposed by the part of China comparative advertising relevant legal regulation of the defects of the legislation of the shortcomings. The fourth part is our country legal regulation of the perfect comparison advertising. Through our country related legal regulation from the legislation shortage and improve the defect of the legislation of necessity, feasibility analysis, puts forward the idea of China comparative advertising legislation.