| In the contemporary era, deceptive advertising runs wild increasingly, whichdamages the interests of consumers and legitimate marketing managers as well as theintegration image of mass media and advertising. Deceptive advertising createsconfusion in economy’s regular operation and advertising market’s orderlydevelopment, engendering a crisis of confidence in markets and unfair competition,making it harder for consumers to purchase commodity and enjoy the service. Entiremarket participants’ transaction costs have been raised, causing enormous socialsquander and impeding economy’s development grievously. This paper tried to takeall parties in deceptive advertising as the point of departure and analyze theirrespective legal liabilities. Questionnaires have been used to investigate people’sperspective on deceptive advertising as a source of inspiration. Some humbleopinions in harnessing deceptive advertising might be advanced as a good result.This paper consists of four parts.In the first part, it briefly introduces the concept of false advertising, meaningthat advertising content is easily misleading or false advertising. In the meanwhile, itanalyzes the causes and characteristics and summarizes the form of false advertising,so that we can lay the foundation of discussing the responsibility of each character infalse advertising.In the second part, through the analysis of domestic legislation and its relevantsupporting mechanism of the United States, Britain, Japan and Canada, we can have abetter understanding of the local legal system, and build a more excellent falseadvertising liability regime.In the third part, it outlines the advertisers’, advertising operators’ andadvertising publishers’ responsibility in our country, and on basis of our existingrelevant law, makes the author ’s own point of view.In the fourth part, while analyzing the legislative status quo in our country aboutrepresenting in the advertisement, it briefly discusses the idea to build a new legalresponsibilities system and elaborates a new thoughts on the basis of several existing academic points, hoping to make suggestions for the future legislation. |
