Abstract

This project focuses on the regulation of advertising omit important conditions and restriction under the Fair Trade Law. Not only a theoretical study of Fair Trade Law, mass media, advertisement and marketing, but also a study on some issues occurred from practice will be conducted. Regulations and the Fair Trade practices, in the U.S.A., EU, Germany and Japan, on advertising omit important conditions and restriction have been thorough studied. The purpose of this project is to do research on these issues and provide suggestions to resolve the problems.

According to the result of this study, some conditions and terms are important on the consumer side. The consumers need to know some more detail information about the character, discount, selling for free, satisfaction money-back guarantee, returning the unused portion of a product or restricting the offer to a specific time period of the goods and service. Any material limitations, conditions and terms should be made clearly and fully at the advertisement. Cross-border comparison shows that the competition authorities in the U.S.A., EU and Germany are enacting and drafting guidelines for the misleading advertising and advertising omitting important conditions and restriction. This study summarizes certain appropriate guidelines and legal advices for Fair Trade Commission to deal with advertising omit important conditions and restriction.