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随着我国市场经济的日趋发展和市场竞争的日趋激烈,比较广告也愈发普遍。由于比较广告具有攻击性、依附性的特点及抬高自身的倾向性,极易形成不正当竞争并侵害消费者和其他经营者权益,故明晰和界定比较广告的合法性标准至关重要。鉴于比较广告存在的必要性及现实中相关纠纷不断的态势,再加上我国相关法律规定确属粗疏,完善我国相关法律规范,已为当务之急。
With the growing market economy in our country and the fierce market competition, more and more advertising is also more and more common. It is of crucial importance to clarify and define the standard of comparison of advertisements in view of the comparatively aggressive and dependent nature of advertising and its tendency to be highly prone to unfair competition and to undermine the rights and interests of consumers and other operators. In view of the necessity of comparing advertisements and the continuous situation of related disputes in reality, as well as the fact that the relevant laws and regulations in our country are indeed crude and the relevant laws and norms in our country are perfected, it has become a top priority.