北京理工大学珠海学院 2016 届本科生毕业论文论虚假宣传行为的法律规制-以“王老吉改名加多宝”虚假宣传案为中心论虚假宣传行为的法律规制--以“王老吉改名加多宝”虚假宣传案为中心摘 要虚假宣传属于反不正当竞争法里规制的一种扰乱市场正常竞争秩序的违法行为，目前我国对虚假宣传的法律规定分布在《反不正当竞争法》、《广告法》等部门法当中。从目前法律规定来看，虚假宣传的定义以及界定标准仍是比较模糊。判断是否构成虚假宣传主要围绕内容虚假以及是否引人误解两个方面，而目前大部分虚假宣传的案件都是内容虚假且引人误解的宣传如保健品虚构功能夸大效果，这类宣传是比较明显能判断的。而引人争议的正是本文接下来要讨论“王老吉改名加多宝”案这种宣传内容真实却容易引人误解的宣传，而该案的判决过程也显现出目前在适用虚假宣传相关法律规定时存在的不足。本文将主要围绕“王老吉改名加多宝”虚假宣传案，并结合现有法律规定以及不同学者的观点，来探讨虚假宣传判断标准以及在司法实践中在适用虚假宣传法律规定时存在的问题。关键词：不正当竞争；虚假宣传；引人误解；法律规制北京理工大学珠海学院 2016 届本科生毕业论文北京理工大学珠海学院 2016 届本科生毕业论文The Legal Regulation of False Propaganda-Focusing on the False Propaganda Case of "Wang Laoji Renamed Jiaduobao"AbstractFalse propaganda is an illegal act that disrupts the normal competition order of the market regulated in the Anti-Unfair Competition Law. At present, China’s legal regulations on false propaganda are distributed in the Anti-Unfair Competition Law, the Advertising Law and other departmental laws.Judging from the current legal regulations, the definition and standard of false propaganda are still relatively vague.Judging whether it is false propaganda mainly relies on two aspects: false content and whether it is misleading. Most of the current cases of false propaganda are false and misleading propaganda. For example, Health products propaganda fabricated the function that does not exist and exaggerate the effect .Such propaganda is mor...
