実際のものよりも著しく優良・有利であると示すと、景品表示法第5条の定める「優良誤認表示」「有利誤認表示」にあたり処分の対象になります。しかし実は、「パフィング」といって一定の範囲内なら誇張表現も許容されます。では具体的に広告表現の誇張はどこまで認められるのでしょうか。
社会一般に許容される誇張の程度まで
代表的な表示に関する法律には、その趣旨・目的によって、おおむね以下の2つのパターンに分類できます。
①特定表示義務付型(あらかじめ一定の表示を義務付けるもの)
②虚偽表示禁止型(表示が行きすぎた場合にのみ禁止するもの)
景品表示法は②虚偽表示禁止型に該当します。
虚偽表示禁止型では
①あらかじめの統一的な表示ルールは決まっていません。
②違反かどうかは、その表示が一般消費者の選択を歪めるかどうか個別に判断されるもの
であり、表示から受ける一般消費者の認識を基に「著しく優良・有利と誤認を与える」ものかを判断し
ます。
広告活動は事業活動の一環であり、原則は自由
そもそも広告ですから、ある程度誇張して表現するのは普通のことです。たとえば雑誌の表紙やテレビCMのシャンプーCMなどはCG加工されていますよね。広告宣伝に通常含まれる程度の誇張は「パフィング(膨化)」といって許容されます。
なぜなら、誇張した表現を使うことは広告活動という事業活動の一環であり、原則自由だからです。
しかし一般消費者に誤認を生じさせる表示は禁止
しかしその程度が、一般消費者の選択を歪める(つまり誤認を与えるような程度)場合、「著しく優良・有利であると示すもの」として禁止されています。
優良誤認表示の禁止
景表法は事業者が、自己の供給する商品・サービスの取引において、その品質、規格その他の内容について、一般消費者に対し、
(1)実際のものよりも著しく優良であると示すもの
(2)事実に相違して競争関係にある事業者に係るものよりも著しく優良であると示すものであって、不当に顧客を誘引し、一般消費者による自主的かつ合理的な選択を阻害するおそれがあると認められる表示を禁止しています(優良誤認表示の禁止)
消費者庁HP
有利誤認表示の禁止
景品表示法は事業者が、自己の供給する商品・サービスの取引において、価格その他の取引条件について、一般消費者に対し、
(1)実際のものよりも取引の相手方に著しく有利であると一般消費者に誤認されるもの
(2)競争事業者に係るものよりも取引の相手方に著しく有利であると一般消費者に誤認されるものであって、不当に顧客を誘引し、一般消費者による自主的かつ合理的な選択を阻害するおそれがあると認められる表示を禁止しています(有利誤認表示の禁止)
消費者庁HP
不当表示とみなされた場合のペナルティ
優良誤認表示や有利誤認表示に該当した場合、行政処分の対象となります。景品表示法の行政指導は社名公表になるケースが少なくありません。
わけても優良誤認表示や有利誤認表示といった不当表示は社名公表になるケースが多く見受けられますから要注意です。
措置命令に従わない場合、刑事罰として「2年以下の懲役又は300万円以下の罰金あるいはその両方」が科されることがあります。さらに、法人には、「3億円以下の罰金」が科されることがあります。
「著しく」とは誇張を差し引いても実際のものより優良であると誤認する場合
問題はどこからが「著しく」か、ということです。
不実証広告ガイドラインでは
「「著しく」とは、当該表示の誇張の程度が、社会一般に許容される程度を超えて、一般消費者による商品・サービスの選択に影響を与える場合をいう。 」
としています。
つまり一般消費者が広告宣伝の内容をとらえたときに、広告宣伝に通常含まれる程度の誇張を割り引いても、実際のものより優良であると誤認する場合が「著しく」に該当します。
アサヒフードアンドヘルスケア(株)の事例
平成16年7月29日のアサヒフーズアンドヘルスケア(株)に対する排除命令
【概要】
平成16年、アサヒフードアンドヘルスケア ア及びセガミメディクスは、ビタミン Cを主成分とする錠剤到の食品を販売。広告内で商品のビタミンCの大部分がアセロラ果実由来のピタミン Cではないにもかかわらず、あたかも、すべてがアセロラ由来のビタミン Cであるかのように表示していた。これが優良誤認行為に該列すると判定され、排除命令が下った。
注目すべきは、”化学的観点からはビタミンCはそれが天然由来でも人工合成されたものでも等価であるが、一般消費者は、天然由来の方が優れているとの印象を持つため、人工合成されたビタミンCを天然由来と表示することは「著しく」優良であると誤認させる”との判断がなされた点です。
つまり基準は「一般消費者の選択に影響を与える誤認を生じさせるか否か」となります。
もっとも、実務上は一般消費者の選択に影響を与える誤認を生じさせるか否かの判断はケースバイケースで難しいところです。知識だけでなく経験も求められるといえるでしょう。
弊社であれば5000件を超える実績をもつ、景品表示法務検定アドバンス所有者がサポートさせて頂きます。広告法務にお困りでしたら、圧倒的専門性を有するLife-lighterへお声がけください。無料相談だけでもかまいません。
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