摘 要
随着市场经济的发展和商业竞争的加剧，商业广告在传播信息、塑造品牌形象方面发挥着日益重要的作用。然而，在商业广告的制作与传播过程中，侵犯一般人格权的现象时有发生，如未经许可使用他人肖像、姓名等，这不仅损害了权利人的合法权益，也扰乱了市场秩序。基于此背景，本文旨在探讨一般人格权在商业广告中的保护与规制问题。通过对国内外相关法律法规及司法实践进行系统梳理，结合具体案例分析，运用比较研究法、实证分析法等方法深入剖析当前存在的主要问题，包括立法不完善、执法力度不足以及公众意识淡薄等。研究发现，现行法律框架下对一般人格权的保护存在诸多漏洞，难以有效应对复杂多变的商业广告侵权行为。
关键词：一般人格权 商业广告 侵权行为
Abstract
With the development of market economy and the intensification of commercial competition, commercial advertising is playing an increasingly important role in spreading information and shaping the brand image. However, in the process of the production and dissemination of commercial advertisements, the phenomenon of infringing on the general personality right occurs from time to time, such as the use of others' portraits and names without permission, which not only damages the legitimate rights and interests of the right holder, but also disturbs the market order. Based on this background, this paper aims to discuss the protection and regulation of general personality right in commercial advertising. Through the systematic combing of relevant laws and regulations and judicial practices at home and abroad, combined with specific case analysis, the comparative research method, empirical analysis method and other methods are used to deeply analyze the current main problems, including imperfect legislation, insufficient law enforcement and weak public awareness. The study found that there are many loopholes in the protection of general personality rights under the current legal fr amework, and it is difficult to effectively deal with the complex and changeable commercial advertising infringement.
Keyword:General personality rights commercial message delict
目 录
1绪论 4
1.1研究背景与意义 4
1.2研究现状 4
1.3研究方法 4
2一般人格权的理论基础 5
2.1一般人格权的概念界定 5
2.2一般人格权的法律属性 6
2.3商业广告中的人格权特征 6
3商业广告中一般人格权的保护机制 7
3.1法律保护框架构建 7
3.2广告审查制度分析 8
3.3消费者权益保障措施 8
4商业广告中一般人格权的规制路径 9
4.1广告内容合规性审查 9
4.2广告行为规范标准 10
4.3违规广告的责任追究 10
5结论 11
参考文献 12
致谢 13
随着市场经济的发展和商业竞争的加剧，商业广告在传播信息、塑造品牌形象方面发挥着日益重要的作用。然而，在商业广告的制作与传播过程中，侵犯一般人格权的现象时有发生，如未经许可使用他人肖像、姓名等，这不仅损害了权利人的合法权益，也扰乱了市场秩序。基于此背景，本文旨在探讨一般人格权在商业广告中的保护与规制问题。通过对国内外相关法律法规及司法实践进行系统梳理，结合具体案例分析，运用比较研究法、实证分析法等方法深入剖析当前存在的主要问题，包括立法不完善、执法力度不足以及公众意识淡薄等。研究发现，现行法律框架下对一般人格权的保护存在诸多漏洞，难以有效应对复杂多变的商业广告侵权行为。
关键词：一般人格权 商业广告 侵权行为
Abstract
With the development of market economy and the intensification of commercial competition, commercial advertising is playing an increasingly important role in spreading information and shaping the brand image. However, in the process of the production and dissemination of commercial advertisements, the phenomenon of infringing on the general personality right occurs from time to time, such as the use of others' portraits and names without permission, which not only damages the legitimate rights and interests of the right holder, but also disturbs the market order. Based on this background, this paper aims to discuss the protection and regulation of general personality right in commercial advertising. Through the systematic combing of relevant laws and regulations and judicial practices at home and abroad, combined with specific case analysis, the comparative research method, empirical analysis method and other methods are used to deeply analyze the current main problems, including imperfect legislation, insufficient law enforcement and weak public awareness. The study found that there are many loopholes in the protection of general personality rights under the current legal fr amework, and it is difficult to effectively deal with the complex and changeable commercial advertising infringement.
Keyword:General personality rights commercial message delict
目 录
1绪论 4
1.1研究背景与意义 4
1.2研究现状 4
1.3研究方法 4
2一般人格权的理论基础 5
2.1一般人格权的概念界定 5
2.2一般人格权的法律属性 6
2.3商业广告中的人格权特征 6
3商业广告中一般人格权的保护机制 7
3.1法律保护框架构建 7
3.2广告审查制度分析 8
3.3消费者权益保障措施 8
4商业广告中一般人格权的规制路径 9
4.1广告内容合规性审查 9
4.2广告行为规范标准 10
4.3违规广告的责任追究 10
5结论 11
参考文献 12
致谢 13
