以若干典型案例为切入点，分析了现有广告发布者虚假广告侵权责任机制在举证责任、审查义务、虚假广告认定标准、归责行为以及过错与责任关系等方面的严重缺陷，从前提条件、行为要件、主观要件、结果要件、因果关系、法律结果六方面构建了合理的虚假广告发布者侵权责任机制，对虚假广告的认定标准应做程序性的兜底条款，建议修改《广告法》第三十四条、第五十六条。%By citing several examples,the paper attempts to reflect that there are some defects in the mech-anism of tort liability on the releasing of false and misleading advertisement.According to general legal princi-ple,it is the releaser not the consumer to bear the burden to testify the authenticity of advertisement.And the releaser has to take the relevant responsibility,without any reason to negate negligence liability,which should be consistent with its fault as long as it releases false and misleading advertisement.The new Advertisements Law does not conform to this principle.The article 56,which aim is to provide special protection for consum-ers,does not provide special protection.Instead its level of protection is obviously lower than the Tort Law. The mechanism of tort liability on the releasing of false and misleading advertisement should be rebuilt.
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