广告是一种有较大社会影响的特殊的大众传播活动,虚假广告则是一种有一定社会危害的不正当市场行为。为了保护消费者利益,提倡公平竞争,维护良好的广告活动秩序,也为了鼓励广告业人士守法自律的敬业精神,几乎所有的国家都对广告活动实行着适当的监督管理,广告的真实性问题便是其中十分重要的内容之一,历来为各国政府监管部门和行业协会组织所关注。制定必要的标准作为有关当事人开展广告活动的行为准则和判断广告真伪的依据,是世界各国监管广告真实性的普遍 Advertising is a kind of special mass communication activity with great social influence. False advertising is an unfair market behavior with certain social harm. In order to protect the interests of consumers, promote fair competition, maintain a good order for advertising campaigns, and encourage professional people in the advertising industry to adhere to law and self-discipline, almost all countries have implemented appropriate supervision and management of advertising campaigns. The authenticity of advertisements has become a problem. It is one of the very important contents and has always been of concern to government regulatory agencies and industry associations in various countries. Formulate the necessary standards as the basis for the conduct of the advertising activities of the parties concerned and the basis for judging the authenticity of advertisements. It is the universality of the supervision of advertisements in countries around the world.