Compare The Legal Issues Of Advertising Research

Commercial advertising as a form of propaganda is different from other ordinary advertising, in the rapid development of economy and society today is very common application. Compared with other ordinary advertising, comparative advertising more prominent advantages of their goods or services. The use of comparative advertising allows businesses to improve their product or service influence, reduce promotional costs. At the same time also allows consumers to compare the goods or services have a more clear understanding, so as to better protect the consumer's right to know. However, we should not only pay attention to the advantages of comparative advertising, comparative advertising should also look at the dialectical. If operators in the publicity of their goods or services in the process, based on the comparison of the goods or services of advertising disparage other competitors, or not objectively reflect the behavior. It is easy to cause our market competition order in the chaos and legal disputes occur frequently. Therefore, it is particularly important to study the related issues of comparative advertising and to regulate it in legislation. This paper is a comparative advertising caused by unfair competition cases as a starting point for discussion of expansion, through the analysis of the case reflects comparative advertising related legal issues, combined with China's current advertising legislation, coupled with the foreign comparative advertising related legislative study and reference, so as to make a better comparative advertising legal system. Discuss the main purpose of this paper is to suggest in the "advertisement law" set up chapters are devoted to to adjust the comparative advertising, and modify the unreasonable provisions, from many aspects to improve, make the law of comparative advertising regulation more comprehensive and systematic.