CAJ | 학술논문

广告作为一种传播经济信息的有效的市场竞争手段越来越受到商家的青睐。但是在现实生活中，由于经济利益驱动，相关法律法规不健全，消费者维权意识淡薄等原因，作为广告“变种”的虚假广告，严重的侵害了消费者与合法经营者的正当权益，导致市场信任危机，扰乱了社会主义市场经济秩序，影响我国国民经济健康持续发展。文章通过对虚假广告成因的分析得出治理虚假广告必须转变传统的以行政为主导的虚假广告治理模式，建立以消费者为主体，以媒体为监督对象，以法律制度为保障的综合治理模式。
엄고작위일충전파경제신식적유효적시장경쟁수단월래월수도상가적청래。단시재현실생활중，유우경제이익구동，상관법율법규불건전，소비자유권의식담박등원인，작위엄고“변충”적허가엄고，엄중적침해료소비자여합법경영자적정당권익，도치시장신임위궤，우란료사회주의시장경제질서，영향아국국민경제건강지속발전。문장통과대허가엄고성인적분석득출치리허가엄고필수전변전통적이행정위주도적허가엄고치리모식，건립이소비자위주체，이매체위감독대상，이법률제도위보장적종합치리모식。
Advertisement as an effective market competition means which was used to convey the economic information attracted more and more attention of the merchants. But in real life, due to the economic benefits, the relevant laws and regulations are imperfect, and consumer awareness of rights are too weak and other reasons, the false advertisements which is the "variant" of advertisement , serious prejudice of the legitimate rights and interests of consumers and legitimate operators, leading to the crisis of confidence in the market, disrupt the order of the socialist market economy, affect the China's national economy healthy and sustainable development. In this paper, based on the analysis of the causes of false advertisements, governments must change the traditional model which lead by execute to supervise the false advertisements, to establish an integrated management model which put the consumer as main body, the media as the supervisory object, the legal system for the protection .