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坚决禁止“特供”“专供”广告

2017-09-06 06:30:40   中国经济网

国家工商总局等部门近日印发的《严肃查处虚假违法广告维护良好广告市场秩序工作方案》指出,要切实加强广告导向监管,继续严肃查处含有“特供”“专供”国家机关内容广告;认真排查在广告宣传、商品包装上使用“特供”“专供”及类似内容的情况,依法严厉查处相关违法行为,有效治理滥用“特供”“专供”国家机关等类似内容的违法广告。

我国《广告法》规定,广告不得使用或者变相使用国家机关、国家机关工作人员的名义或者形象;不得含有虚假或者引人误解的内容,不得欺骗、误导消费者。《反不正当竞争法》也规定,经营者不得利用广告或者其他方法,对商品的质量,制作成分、性能、用途、生产者、有效期限、产地等作引人误解的虚假宣传。

一段时间以来,有些企业拿“特供”“专供”作噱头,吸引公众眼球、提升品牌销量。其实,这样的广告宣传,不仅涉嫌违法,也对其他企业品牌构成了不正当竞争。此外,使用“特供”“专供”名义作商品宣传,还容易误导社会风气,甚至会演变成社会潜规则。在“特供”“专供”思维的影响下,购买、享用特供、专供产品会变成一种身份的象征,以享用“特供”“专供”产品为荣,甚至有可能助长公款吃喝等不良风气。所以,严肃查处虚假违法广告,加强广告导向监管,有助于为商品市场纠偏,效果值得期待。

管理规定出台后,有关部门还应积极履行监管职责,加大执法力度,坚决杜绝各类“特供”“专供”广告。如果仍有人违规打“特供”广告,相关部门要启动司法程序,依法追究其法律责任。(叶祝颐)

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