2023 Fiscal Year Final Research Report
Comparative Studies on Issues of Advertising Regulatory Law in the Digital Economy
| Project/Area Number |
21K13201
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| Research Category |
Grant-in-Aid for Early-Career Scientists
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| Allocation Type | Multi-year Fund |
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| Review Section |
Basic Section 05040:Social law-related
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| Research Institution | Rikkyo University |
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Principal Investigator |
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| Project Period (FY) |
2021-04-01 – 2024-03-31
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| Keywords | 景品表示法 / 不当表示 / ステルスマーケティング / 顧客誘引手段性 / 連邦取引委員会 |
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| Outline of Final Research Achievements |
This research focused on the issues of advertising laws in today's world of digitalization, particularly (1) issues surrounding stealth marketing and (2) how regulations should be applied to entities other than advertisers. Regarding (1), as a premise for comparative legal research, the regulatory structure of similar regulations by the U.S. Federal Trade Commission was clarified, and it was made clear what types of cases should be regulated under the Act against Unjustifiable Premiums and Misleading Representations in Japan. Concerning (2), while referring to U.S. law, the necessity of expanding the scope of regulation of false advertising to entities other than advertisers and the factors to be taken into consideration (including the distinction between commercial advertising and noncommercial opinions on products and services) when conducting a specific study were clarified.
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| Free Research Field |
社会法学
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| Academic Significance and Societal Importance of the Research Achievements |
今日の虚偽誇大広告規制をめぐる議論において、ステルスマーケティングの問題と広告主以外の主体に対する規制をめぐる問題は、理論的にも実務的にも重要な課題である。本研究は、比較法的見地を踏まえつつ、それぞれについて、日本法の解釈論上又は立法論上の改革の方向性及び考慮要素を提示した。ステルスマーケティングについては新たな規制が導入されたばかりであり、広告主以外の主体に対する規制については、今後、立法論を意識した検討が必要になるところ、本研究は、理論的に重要ないくつかの視点を提示したものであると同時に、本研究における提言は、今後の実務的な議論にも有意義な参照点を提供するものである。
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