CAJ | 학술논문

作为虚假广告的一种特殊形态和崭新形态,"漂绿广告"根源于环保诉求的极度扩大和泛化、环保诉求的功利化. "漂绿广告"的特征主要有:存在的普遍性、起因的复杂性、诉求的伪善性、手法的巧妙性、消费的误导性、披露的滞后性和危害的广泛性七个方面. "漂绿广告"监管面临的第一个难题是认定的标准问题,内含"绿色"信息、存在欺骗和误导之可能等五个方面是识别和认定"漂绿广告"所必须把握的. 厘清上述三方面的问题,是对"漂绿广告"实施有效监管的重要前提.
작위허가엄고적일충특수형태화참신형태,"표록엄고"근원우배보소구적겁도확대화범화、배보소구적공리화. "표록엄고"적특정주요유:존재적보편성、기인적복잡성、소구적위선성、수법적교묘성、소비적오도성、피로적체후성화위해적엄범성칠개방면. "표록엄고"감관면림적제일개난제시인정적표준문제,내함"록색"신식、존재기편화오도지가능등오개방면시식별화인정"표록엄고"소필수파악적. 전청상술삼방면적문제,시대"표록엄고"실시유효감관적중요전제.
As one specific and brand new form of false advertisements ,"greenwashing advertisements" root in the extremely extensive and utilitarian environmental claims .The characteristics of "greenwashing adver-tisements" take on 7 aspects such as the ubiquity of "greenwashing advertisements", the complexity of their origin, the hypocrisy of their claims , the artifice of advertising methods , their misleading of consumption , the delay of being exposed , and the extensiveness of their harmfulness .Therefore , the first difficulty of su-pervising "greenwashing advertisements" is to define the judging standards , including 5 aspects like contai-ning "green" information, being fraudulent and misleading , and etc.Clarifying the 3 problems mentioned a-bove is the important premise of implementing effective supervision of "greenwashing advertisements".