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虚假广告的本质是虚假信息,虚假信息的治理需要更正机制的配合。目前,更正广告制度已是西方各国规制虚假广告的主要措施之一,广告监督管理部门责令违法广告主发布更正广告,不仅能消除虚假广告产生的不良影响、保护消费者的知情权和选择权,同时亦能弥合诚实经营者因虚假广告而遭受的竞争损失。尽管在我国广告法规中已涉及更正广告制度,但是对于更正的内容、方式、位置、频率等则没有详尽要求,这间接导致了实际中广告执法的尴尬与被动。新《广告法》公布已逾两载,而广告治理的道路依旧漫长,为配合新法的实施,应加快配套制度的出台,扭转人们长期对信息纠正机制的忽视与误解,完善更正广告制度,以此利器为广告法治的最终实现提供助力。
The nature of false advertising is false information, the management of false information needs to be corrected with the mechanism. At present, to correct the advertisement system is one of the main measures for the regulation of false advertisements in western countries. The department of advertising supervision ordered the advertisement of corrections to advertisers illegally, which not only eliminated the adverse effects of false advertisements but also protected the consumers’ right to know and choose. At the same time, it can also bridge the loss of competition suffered by honest operators due to false advertisements. Although the advertisement system has been amended in China’s advertising laws and regulations, there is no detailed requirement on the content, method, location, frequency of correction, which indirectly leads to embarrassment and passive enforcement of advertising. In order to cope with the implementation of the new law, the introduction of ancillary systems should be accelerated to reverse long-standing negligence and misunderstanding of the information correction mechanism and to improve and correct the advertising system so that This weapon for the final realization of the rule of law advertising to provide assistance.