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在市场竞争日益激烈的今天,广告越来越多的被产品生产者、经营者以及服务的提供者作为与竞争对手进行竞争的手段。比较广告作为一种有效的广告表现手法,更是被广泛采用,企业出于自身经济利益的考虑,经常滥用比较广告,进行不正当竞争,由此构成不正当比较广告。这需法律对其进行规制确保市场公平竞争。本文阐述了不正当比较广告规制的立法完善问题,以期对不正当比较广告法律规制做粗疏探讨。
In an increasingly competitive market today, advertising is increasingly being used as a means of competing with competitors by product producers, operators and service providers. Compared with advertising as an effective way of advertising performance, it is widely used. For the sake of its own economic interests, enterprises often abuse comparative advertising and conduct unfair competition, thus constituting an unfair comparison of advertisements. This needs to be regulated by law to ensure fair competition in the market. This article elaborates the issue of perfecting the legislation of improperly comparing advertisement regulation with a view to making a rough discussion on the legal regulation of unfair comparison advertisement.