Shortages and Countermeasures of the Legal Regulation of Contemporary China's Comparative Advertisement

摘要

Due to the good characteristics of comparative advertisements, it receives more and more favor with the advertisement designers and advertisers. However, the shortages of comparative advertising are also obvious in China, such as ambiguous concept, low legislative level and inadequate supervision. This paper firstly introduces the concept of comparative advertisement, then expounds the current situation and shortages of the legal regulation of comparative advertisements, and finally gives the corresponding countermeasures to provide some references for the related researchers.