| 關 鍵 詞： |
新興薦證廣告；網紅；負面薦證廣告；社群媒體；揭露利益關係；非一般大眾可合理預期；不實廣告；欺罔 |
| 中文摘要： |
網紅會接受廠商利益，推薦廠商產品或服務。另外，廠商也可能付費給一般網民，在產品留言板留言給予商品正面評價或負面評價。網紅的推薦文，以及網民的留言評價，成為新興的薦證廣告形式。對於這兩種新興薦證廣告形式，如何規定其應有的規範，成為一個新議題。
美國、加拿大、英國，對於網路影響者行銷，均要求須於貼文中清楚且明顯地揭露一般大眾無法合理預期之利益關係，並制定明確的案例指引。美國、加拿大、英國，對網紅未揭露利益關係，以及素人收受利益對產品為負面評價留言卻未揭露利益關係，均已有裁罰案例。
「公平交易委員會對於薦證廣告之規範說明」中，對於薦證者揭露利益關係相關條文，可參考外國法規，進行修正。對該揭露的利益關係清楚定義，對揭露的方式也應以文字明定，並對該規範說明之案例，進行調整與修正。
最後，是否可以公平交易法直接處罰未揭露利益關係之網紅薦證者？在現行公平交易法下，適用上有所爭議。但或可透過教育信或警告信，教導主要廣告代理業者正確的揭露方式；或者透過廣告主監督其網紅，以督促正確揭露其利害關係。
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| 英文關鍵詞： |
Emerging Endorsement and Testimonial Advertisements；Internet Celebrities；Negative Recommendation Advertisements；Social Media；Disclosure of Interests；Non-general Public can Reasonably Expect；False Advertisements；Deceptive |
| 英文摘要： |
Internet celebrities will accept the interests of advertisers and recommend their products or services. In addition, the advertisers may also pay ordinary netizens to leave a message on the product message board to provide positive or negative reviews of the product. Recommendations from Internet celebrities and comments from netizens have become a new form of recommendation advertising. However, for these two emerging forms of recommendation advertising, how to regulate their due standards has become a new topic.
In the United States, Canada, and the United Kingdom, for online influencer marketing, it is required that the interests the general public cannot reasonably expect in the postings be clearly and conspicuously displayed. In those countries, there are clear regulations or clear case guidelines as to which interests should be disclosed, as to whether the disclosure is clear and obvious, and which methods of disclosure should be used. In the U.S., Canada, and the U.K., there have been several cases involving Internet celebrities who did not disclose their interests to the advertiser, and also some cases in which ordinary people have left messages with negative comments about products, but have not disclosed their interests.
In the Fair Trade Commission’s “Specifications of Recommended Advertising,” the relevant provisions of undisclosed interests can be revised with reference to foreign laws and regulations. The interest relationship should be clearly defined in the disclosure, the method of disclosure should be specified in words, and the cases described in the specification should be adjusted and revised.
Finally, can the Fair Trade Commission directly punish and fine online celebrities who have not disclosed their interests with advertisers? Under the existing Fair Trade Act, the application of the law is controversial. However, it may be possible to supervise Internet celebrities through informative letters or warning letters, or through advertising agencies who would urge them to correctly disclose their interests.
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| 目 次： |
一、前言
二、美國
（一）FTC 對線上廣告的基本看法及執法取向
（二）2009 年 FTC 薦證廣告指引
（三）2013 年「.com 揭露：如何在數位廣告中有效揭露」
（四）對影響者寄發教育信與警告信
（五）FTC 近期關於網路新興薦證廣告案例
三、加拿大
（一）加拿大競爭法
（二）競爭局官方政策說明
（三）加拿大廣告標準協會之影響力行銷揭露指引
（四）競爭局之案例與執法行動
四、英國
（一）英國保障消費者免於不公平交易條例
（二）競爭及市場委員會（CMA）
（三）競爭及市場管理局處理之案例與調查
（四）英國廣告實務委員會（CAP）
五、比較臺灣與綜合討論
（一）我國相關規範與案例
（二）利益關係之揭露
（三）薦證者是否應該成為處分對象？
（四）其他規範業者之方式
六、結論
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