公平交易法下廣告規範之型態研究-我國的案例分析

Abstract

法律、廠商、市場之間的互動，近來漸成為法律學家與經濟學家研究的主 題。即當市場的交易成本很高時，政府的介入或法院的判決，將會直接影 響經濟活動。再從公平交易委員會歷年來所處分的案例中，其中有關虛偽 不實或引人錯誤廣告所佔比例最高，儼然已成為消費者保護的嚴重問題。 所以，加強消費者對於真實廣告性的辨識能力，促使廠商規劃適當之廣告 策略，皆是刻不容緩。本研究先歸納出不實廣告的類型，以公平交易委員 會所處分之不實廣告案例作為分析對象，從公平會處理案例過程中之判斷 準則為基礎；並探討廠商違反公平法之處理過程。再以投信事業之個案研 究作為分析對象，探討專業性產品之廣告規範。最後輔以福利經濟分析， 試圖瞭解廣告對經濟福利之影響。本研究結果，首先，從案例分析中可以 得知，廠商未將公平法納入廣告策略中，消費者可以從公平會判斷準則之 基礎中，瞭解自己之權益何在，以加強本身的辨識能力。再者，從國際比 較中可以得知，影響生命健康與善良風俗之產品，應予以規範。最後，真 實廣告可以提昇整體社會的經濟福利與解決消費者與生產者資訊不對稱的 問題，以及深具道德色彩。 The relations between law, firm and market have become the topic of legists and economists research recently. When transactional cost is very high, governmental interposition or court adjudication will affect economical activity directly. Most precedents were disciplined due to false and untrue advertisement since the enforcement of the "Fair Trade Law". It has become a real problem of consumer protection. To enforce consumer ability of judging true advertisement and to reinforce firm to plan accurate strategy are important. This research generalized false advertising categories and analyzed the false advertising precedents of Fair Trade Commission. Then the research used investment trust industry for case study to realize advertising regulation of professional product. At last, the research used welfare economical analysis to realize the effect of advertisement. The result of this research showed that the firm strategy didn't take account of the "Fair Trade Law" and consumers realized their rights and enforced their ability of judging true advertisement from precedents analysis. Then from international comparison, the products that affected human health and social customs had to be regulated. At last, true advertisement could enhance social welfare, solve informational asymmetry between consumer and producer and have ethical view.