摘要:当前虚假广告在我国已成泛滥之势，其不仅损害消费者的合法权益，破坏经营者之间的正当竞争，而且扰乱了广告行业的正常运行。如何有效治理虚假广告也已成为一个重要的现实难题。本文首先阐述了完善虚假广告法律治理的必要性，接下来指出目前我国虚假广告治理存在的缺陷，通过借鉴国外先进的经验，提出我国虚假广告法律治理的完善措施，以期能够维护公平的广告市场秩序，建立起信用经济环境，保护消费者的合法权益，促使广告行业的可持续发展，真正实现构建和谐社会的宏伟目标。

关键词：虚假广告；消费者；治理

Abstract:The current false advertising in our country has become a flood trends, they not only damage the legitimate rights and interests of consumers but also damage the legitimate competition between operators, and disturbed the normal operation of the advertising industry. How to control the false advertising effectively has also become an important realistic problem. This paper firstly expounds the improving false advertising law of the necessity of governance, and secondly points out that in our country there are still some defects of governance in dealing the question of false advertising. We hope we can learn from foreign advanced experience, our government can put forward some practical measures to perfect the false advertising law and to keep the advertising market order, establish credit economy environment, protect consumers’ legal rights and interests. What's more important is to sustain the development of the advertising industry, try to truly achieve the grand goal of the construction of harmonious society.

Keyword: false advertising；consumers；govern

广告对于市场经济的发展而言是非常重要的，而虚假广告不仅损害了消费者的合法权益，破坏了正当经营者的公平竞争，而且影响了广告行业的健康发展，这对于我国市场经济的健康发展有着不利影响。现今我国已经将虚假广告治理摆在社会主义经济建设的重要地位。这是一项复杂、长久的艰巨任务。但是我们相信，随着法制社会的不断进步，广告法律体系和监管制度也将会得到不断完善，从而更加彻底地实现虚假广告的法律治理，促使广告行业健康发展，更好地促进社会主义市场经济的繁荣进步。