| 關 鍵 詞： |
不實廣告；公平交易法；贈品表示法；虛偽不實或引人錯誤；公正競爭規約 |
| 中文摘要： |
廣告是事業宣傳商品、服務的重要方式，也是消費者決定交易的關鍵資訊。然而事業透過虛偽不實、引人錯誤的廣告內容吸引交易相對人，不僅破壞與競爭者間之公平競爭，也妨礙消費者對交易決定之正確性。因此本文將以日本對於不實廣告規範之發展變革與現狀為介紹與檢討為主，藉此給予我國在不實廣告之規範與實務運作上作為參考。
日本在 2009 年之後，贈品表示法之主管機關從日本公平交易會移至消費者廳，不實廣告的議題，不再僅是競爭問題，更為重視消費者權益。贈品表示法中有幾個重要的部份，包括對於造成「優良誤認」、「有利誤認」之不實廣告的定義與認定標準；事業對廣告真實性之舉證責任；增訂課徵金制度之適用以加重違法事業之責任；為求事業之自律，之公正競爭規約制度等。再配合內容詳盡之處理原則，讓實務運作上能更為詳實而有效率，事業也有所基準可供遵循。應可供我國在不實廣告之法規範與實務運作上，有所啟發。
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| 英文關鍵詞： |
False Advertisements；Fair Trade Act；Act against Unjustifiable Premiums and Misleading Representations；False or Misleading；Fair Competition Rules |
| 英文摘要： |
An advertisement is an important means for an enterprise to promote its goods and services and is also a critical source of information when consumers make purchase decisions. However, through false and misleading advertising content, an enterprise that attracts trading counterparts not only destroys fair competition with competitors, but also interferes with the accuracy of the information available to consumers making transaction decisions. Therefore, this paper introduces and discusses recent developments and changes to specifications regulating false advertisements in Japan, which can serve as reference for Taiwan regarding the specifications and practical issues involved in regulating false advertisements.
In 2009, the competent authority in Japan in regard to the Act against Unjustifiable Premiums and Misleading Representations was switched from the Japan Fair Trade Commission to the Japan Consumer Affairs Agency. This implies that the issue of false advertising is no longer viewed as a competition issue but rather as a consumer rights issue. The important parts of the Act against Unjustifiable Premiums and Misleading Representations include the following: the definition and certification criteria for false advertisements that give rise to the "misleading representation of the substance of goods and services" and the "misleading representation of price or any other trade term," the enterprise's burden of proof of advertising authenticity to increase the level of responsibility placed on the enterprise that breaks the law, the fair competition rules system to promote self-discipline among enterprises, and so on. These can serve as valuable reference for Taiwan in terms of the legal specifications and practical implications of false advertising.
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| 目 次： |
一、前言
二、臺日競爭法上有關不實廣告之規範
三、不實廣告規範之重要議題與解決
四、事業自律與消費者宣導
五、結論
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