QUANG CAO NHAM CANH TRANH KHONG LANH MANH THEO LUAT CANH TRANH NAM 2004
X. Quang cao nhdm canh tranh khong lanh manh
Tfl khi Luat Cgnh tranh cd hieu lye thi hanh, cac hogt dflng lien quan tfli ITnh vuc canh tranh ngay cang dupc nhd nudc chu trpng hem. Ddc biflt, sy ra ddi ciia Cyc Quan ly canh tranh - Co quan thyc thi cdc vdn dfl lien quan tfli ITnh vyc cgnh tianh nhu canh tranh khflng lanh mgnh, thfla thudn hgn chfl cgnh ttanh, tap trung kinh tfl... Cyc Quan ly canh tranh hoat dflng rdt cd hifu qua va quyen lpi ctia ngudi tieu dung ngay cang dupc bdo vfl. Trong thci gian gdn ddy. Cue Qudn ly canh ttanh tap trung chu yflu vao diflu tta cac vu viflc cgnh tranh khflng lanh manh. Theo sfl lieu thfing kfl cua Cue Qudn ly canh tranh, sfl vu viec canh ttanh khflng Ianh manh tfl nam 2006-2011 diflu tra duac 94 vu vifc, trong dd, dang chfl y Id cac vu vice Hen quan tdi qudng cao nhdm canh ttanh khflng lanh manh chiflm tdi 62% (58 vu viflc)'. Cd thfl thdy rdng, hanh vi vi phgm bi xfl ly tap ttnng chu yflu vao hanh vi quang cdo nhdm cgnh ttanh khflng lanh manh cfla cac doanh nghifp. Nhung hifln nay, cdc vdn ban phdp ludt moi dflng lgi d vifc dua ra khdi niem qudng cdo la gi.
Qudng cao la vifc sfl dung cac phuang tifn nham gifli thifu dfln cflng chflng san phim, hdng hda, dich vy cfl muc dich sinh lpi; san pham, dich vu khflng efl myc dich sinh Ioi;
* ThS., Giang vifin Khoa Ludt Thuong mat - D^i hgc Thuong mai.
' Xem: Bang thong ke s6 vy vifc canh tranh khong lanh manh nam 2006-2011 trong Bao cdo hogt dfng Cyc Quan ly cgnh tranh 2011, tr.l6.
Phiing Bich Nggc tfl chflc, cd nhan kinh doanh san phdm, hang hod, dich vu dupc gidi thifu, trfl tin thfli sir;
chinh sach xa hfli; thdng tin cd nhan^. Vj vdy, qudng cdo chinh la mflt hogt ddng dich vu dupc thfl hien dudi cdc phuong tifln nhu bdo chi, mgng thdng tin mdy tinh, hgi chp, xudt ban phdm,... nham gidi thifu tdi ngudi tieu dflng tfln sdn phdm, tinh ndng eiia san phdm vd nha san xudt ra sdn phdm dfl. Theo Ludt Thuang mai 2005, hogt dflng nhSm muc dich sinh Idi la boat dpng thuang mai.
Do do, quang cao cd hai loai la quang cao thuang mgi va qudng edo phi thuong mai.
Qudng cao thuang mai la hoat dfing xflc tifln thuang mai cua thuang nhan dfl gidi thifu vdi khdch hdng hogt dfing kinh doanh hdng hda, dich vu cua minh^. Tfle Id ban chdt cua qudng cdo thucmg mgi chinh la hdnh vi ciia doanh nghiflp nhdm gidi thiflu tdi khdch hang sdn phdm, dich vu vd dupc khdch hang Iua chgn tiflu dflng. Cdn ngupc lai, nflu khflng cd muc dich sinh ldi la quang cdo phi thuang mgi. Ludt Canh tianh chi diflu chinh cdc hoat dflng lifln quan tflri hdnh vi cgnh tranh khfing lanh mgnh dfii vdi qudng cdo thuang mgi. Ban than qudng cao cfl vai tro rat y nghia vdi cdc doanh nghiflp, vi thflng qua hogt dpng qudng cao, san phdm cfla nha sdn xudt se dupe ngudi tieu dung biflt d^n nhanh nhat. Ben egnh vifc quy dinh quyfln dupc phep qudng cdo cfla doanh nghifp, cac nha lam Iudt ciing phdn nao hgn chfl dfli vfli hanh vi qudng cdo. Khi doanh nghiflp thyc
54-^5
^ Xem: khoan 1, Dilu 2, Luat Qudng cdo 2012.
^ Xem: Difiu 102, Luat Thuorng mgi 2005.
hifln hdnh vi qudng eao cfl ddu hiflu canh tranh khflng lanh manh, ngay lgp tflc se phdi chiu cac che tdi xfl phat theo ludt dinh.
Hdnh vi cgnh tranh khflng ldnh mgnh la hanh vi cgnh ttanh cfla doanh nghiflp trong qua trinh kinh doanh ttdi vdi cdc chudn myc thflng thudng vfl dgo dflc kinh doanh, gdy thift hai hogc cd thfl gay thiet hai dfln lgi ich ciia Nhd nude, quyen va lgi ich hop phdp cua doanh nghiflp khdc hode ngudi tiflu dCmg^. Cdc nhd ldm Iudt dua ra tieu ehi chung chung danh gid ve tinh chat khflng lanh mgnh cfla hdnh vi canh tranh, dd Id
"cdc chuan rauc thflng thudng vfl dao dflc kinh doanh". Ben canh do, cac chuan mye thflng thuflng ve dgo dflc kinh doanh ndy lai khflng dupc xdc dinh cu the tiong van ban phap ludt. Dieu nay da gdy khfl khdn cho vifle xem xet hdnh vi cgnh ttanh khflng lanh manh trfln thuc tfl. Cdn tai Hoa Ky, hanh vi canh ttanh khflng ldnh mgnh dupc xdc dinh dya vdo 3 tieu chi, do la: (i) Gdy thiflt hai cho ngudi tieu dflng; (ii) Vi phara cdc chinh sdch xd hpi hifn hdnh; va (iii) Vfl dao dflc vd khflng cdn trgng^. Vi vgy, chflng ta cdn sfla Igi khdi niflm hanh vi canh tranh khflng ldnh manh nhim trdnh tinh trang Iuat quy dinh mgt cdch map md gdy khd hiflu trong qua trinh thyc thi. Vfl dfli tupng chiu thiflt hai, de thdy hanh vi cgnh franh khdng Idnh manh cd thfl tdc dpng dfln nhieu ddi tugng tham gia thi trudng khdc nhau, trong dfl hai nhdm ca ban Id cdc dfli thfl cgnh tranh vd ngudi tieu dung. Tai Diflu 3 Lugt Chflng cgnh ttanh khflng Ianh mgnh cfla Dflc cdm
"cac hdnh vi cgnh tranh khfing ldnh manh cfl
thfl gay anh hudng ddng kfl vfl canh tranh lam tfln hgi dfln cac dfli thu canh ttanh, ngudi tiflu dung vd cdc chfl the tham gia thi trudng khdc"*. Ludt Cgnh tranh Vift Nam cfl dua them mgt doi tupng cd the bi xam hgi Id Nha nudc. Tuy nhifln, dfli tugng nay khflng mang tinh tieu bieu, khflng phfl bifln tiong quy dinh vfl eanh tianh khflng ldnh manh cua nhiflu qufic gia. Do dd, vdn dfl bdo vfl lgi ich eua Nha nudc trudc hanh vi canh tranh khfing ldnh manh chi dupc dgt ra tai nhung nfln kinh tfl ma d do Nha nudc tham gia sdu vdo hoat dpng kinh doanh, va canh tranh tryc tiflp vdi cdc thdnh phdn kinh te khae tren thi trudng. Trong da sfl trudng hpp khdc, lpi ich cfla Nha nude da dupc thfl hifn thflng qua Ipi ich cfla cdc nhflm chu the tham gia thi trudng la doanh nghifp vd ngudi tieu dung. Do do, Ipi ich cua Nha nudc dupc quy dinh tiong Dieu 102 Luat Cgnh ttanh ttd thdnh khflng edn thiflt. Theo chflng tfli nfln bfl "cdc chuan rayc thflng thuong ve dao dflc kinh doanh" trong khai niflm vfl hanh vi cgnh ttanh khdng Idnh mgnh. Hanh vi ndy chi cdn xudt phdt tfl doanh nghifp nham gay thift hai tdi lpi ich cfla cdc doanh nghiep khac va ngudi tiflu dflng Id da nfli Ifln dupc ban chat cfla hdnh vi canh tranh khflng ldnh mgnh.
Bfln canh do, tfl khdi nifm hanh vi egnh franh khfing Idnh mgnh, cdc hdnh vi canh ttanh khflng ldnh manh nhu qudng cdo, khuyfln mai, chi ddn gdy nhdm ldn, xam phgm bi mat kinh doanh..., Ludt Cgnh tranh ciing chi mdi diing lgi d vifc neu vdn dfl md chua dua ra dupc mflt cdch hiflu thfing nhat vfl cac hdnh vi dfl. Viec thuc thi cfla eac ca
" Xem: khodn 4, Dilu 3 Lu§t Canh tranh 2004.
* Dodn Tir Tich Phu6c, Che djnh cgnh tranh kh6n§
ldnh mgnh trong phdp ludt cgnh tranh, Tpa ddm "Chfi dinh cgnh Uanh khfing ldnh mgnh trong phdp ludt cgnh uanh", nam 2009, tr. 25.
' Dodn TO: Tich Phirdc, C h l djnh canh tranh khong ldnh manh trong phdp ludt canh franh, Tpa ddm:
" C h l djnh canh tranh khdng idnh mgnh trong phdp Iudt cgnh tranh", ndm 2009, tr. 8.
55
NHA NUdc VA PHAPLUATSd 6/2013 quan thi hdnh ldn cde doanh nghifp gap rat nhieu khfl khan trong vife xac dinh cde hdnh vi nay tren thye tfl. Bdi viet chi tap trung phdn tich hdnh vi qudng cdo nhdm egnh tranh khflng lanh mgnh. Tfl khdi nifm qudng cao vd khai nifm hdnh vi cgnh tranh khflng ldnh mgnh dd phdn tich trfln, theo chung tfli, hanh vi qudng cdo nhdm canh tranh khong ldnh manh la hogt dpng cua doanh nghiflp nhdm gifli thifu tdi ngudi tieu dung hogt dpng kinh doanh, hdng hda, dieh vu vd gay ra nhung thift hai khdng bfl lgi dupc ve nhung lgi ich tuong duong do hdnh vi do tao ra cho ngufli tiflu dimg vd doanh nghiflp khdc. Theo khdi niflm ndy, chung ta thdy dupc bdn chdt ciia qudng cdo va hanh vi cgnh tranh khflng lanh mgnh dupc thflng nhdt voi nhau. The hien tfl hanh vi qudng cao chinh Id hogt dfing eiia doanh nghifp nhim gifli thifu toi ngufli tiflu dimg hang hfla, dich vii, hoat dpng kinh doanh va hdnh vi ndy gay thiet hgi tdi ngudi tieu dung nhu quang cdo sai su that; dua thfing tin gian dfli hodc nhim lan cho khdch hdng vfl hang hda, dich vu hodc gay thift hai tdi cdc doanh nghiep khdc nhu bat chudc mgt sdn phdm quang cdo khdc de gay nhdm Ian cho ngufli tieu dimg; so sdnh hang hda, dich vu cfla minh voi hdng hda, dich vu eung Ioai cfla doanh nghifp khdc. Myc dich cua vifc xdc dinh dupc khai niem vfl quang cdo nhdm eanh tranh khdng ldnh ragnh chinh Id cfl the nhdn dang dupe cdc hdnh vi qudng edo dang ngdy cdng dupc sfl dung tinh vi vd ngudi tiflu dung Id dfii tupng chiu thiflt hgi nhiflu nhdt.
2. Thyc tien cac hanh vi quang cao nham canh tranh khong Ianh msinh tgi Viet Nam
Luat Canh tranh 2004 chi mdi dflng Iai d viflc lift kfl cdc hdnh vi qudng cao nhdm cgnh tranh khong ldnh manh nhu so sanh
true tiep hang hfla, dich vu vfli hang hoa, dich vu cflng loai cfla doanh nghiep khdc;
bit chudc mflt sdn phdm qudng cao khdc dl gdy nhdm iln cho khdch hang (con gpi la Iam hang gid); dua ra thflng tin gian dfli hodc gdy nhdm ldn cho khaeh hang ve hdng hfla, dich vy cfla minh. Nhung mflt dgng hdnh vi pho bien Id qudng cao sai sy thsit lai khdng de cap trong Diflu 45 cfla Luat Canh tranh.
Thic nhdt, qudng cdo sai su that chinh la hdnh vi gidi thiflu tdi khdch hdng boat dfng kinh doanh, hdng hda, dich vy khflng dung vdi hang hfla, dich vu thuc tfl. Hay ndi mfl each khdc, hang hda, dich vu khong cd tinh ndng nhu qudng cdo. Tuong ty, Luat Thuong mgi cdn quy dinh qudng cdo sai sir that ve mpt trong cdc nfii dung nhu s6 lupng, chat lupng, cdng dung,... Id mgt dgng hdnh vi qudng cdo thuang mgi bi cdm'.
Hifln nay, hdnh vi qudng cdo ndy dUpc thl hifn phfl bifln thfing qua vifc bdn hdng qua mang. Vi thdng qua kenh bdn hang nay, quyfln lpi cua ngudi tiflu dung luon bi de dga do mua hang khfing diing nhu nhung gi da dupe qudng edo. Dd cung Id ly do tai sao, ngufli tiflu dung Viet Nam cfl xu hudng di mua hang true tiflp md khflng mua hang thong qua cdc kenh bdn hang qua mang hoac trfln truyfln hinh. Ddy la mpt trong nhflng diem di ngupc lgi so vdi cdc nudc phdt trien. Muc dich cua qudng cdo sai sir that Id Ifla doi khaeh hang vfl tinh nang sir dung san phdm. Dac bift, hdnh vi nay chu yflu tap trung vao cdc cdng ty san xudt/xuat khau/phdn phfli cdc loai thyc phdra chiic nang (TPCN). Cdc sdn phdm TPCN thuflng dupe qudng eao vcri nhung tinh ndng cflng
Xem: khodn 7 Dilu 109, Ludt Thuong mgi ndm 2005.
dung khflng cfl trong tt'nh ndng cflng dyng cOa sdn pham da dang ky vdi ca quan ehfle ndng. Mdt dang thue qudng cdo cfla cdc cflng ty su dung dfl la bdi qudng cdo (bdi gidi thiflu cdc bflnh thudng gap va khuyen nghi s'J dung cdc sdn phdm TPCN) trfln cdc bao. Vci ddc diem cfla qudng edo trfln truyfln hinh la xudt hifn vdi tdn sudt nhiflu lan frong mflt khodng thdi gian khd ddi vdi nhflng thflng difp qudng cdo lap di, lap lai tifln mflt hodc hai kenh chuyfln qudng cdo nhat dinh. Hinh thflc quang cdo thudng la cac dogn video gidi thiflu vfl sdn phdm cua nha sdn xudt dich va Idng tiflng Viet. Cdc doan video nay thuflng cd npi dung gidi thifu vfl nhiflu ngudi da timg sfl dung sdn phdm vd sau dd cho thdy hinh anh the hifln tdc dung vupt trpi sau khi dung sdn phdm mfit thdi gian ngan. Day la mang sdn phdm tiem dn nhieu nguy ca qudng cao sai Ifch, map md gdy nhdm ldn. Mfit trong nhihig vu vifc dien hinh dupc Cue Qudn ly canh tianh xfl ly trong ndm 2011 Id vy vife Cflng ty cfl phan mua sdm hanh phflc. Tfl ddu ndm 2010, Cfing ty nay bat dau nhdp khdu vd kinh doanh theo phuang thflc bdn hdng qua truyfln hinh, website... vdi lupng phat sflng rflng ldn tren eac kenh nhiflu ngudi xem nhu HTVC, SCTV, cdc ddi truyfln hinh dia phuang (Long An, Cdn Tha, Tien Giang, Ben Tre). Hinh thue qudng cdo nay cdn gdy tac dflng tieu cyc tdi ngudi tiflu dung. Bieu hien ro nhdt chinh Id ngudi tieu dung sfl nhim ldn va hiflu sai Ifeh ve tinh ndng, cflng dung va gia tri thuc eua san pham.
Bfln cgnh do, bing nhung hinh dnh trong quang cao, ngudi tieu dung tin rang nhttng ngudi su dung cdc san phdm cfla cflng ty nhu dupc lot xac sau khi sfl dung san phdm va dua ra nhflng ldi khen, cam kflt vfl chdt lupng cua sdn phdra dd. Do do, vdi logi
qudng cdo tren truyen hinh ndy, nhd nudc ta cung cdn cd mflt ca quan thdm dinh khdng nhflng vfl hinh thflc qudng eao xara phgm tdi quyfln sd httn tri tuf md cdn thdm dinh chat lupng cua hdng hda dap flng dling tiflu chuan cfla ca quan nhd nudc cfl tham quyfln^. Ben canh do, vy vifc qudng cdo cfla cflng ty trach nhiflm httu han Panasonic dfii vdi cdc sdn phdm diflu hda, tu Ianh vdo thdng 01/2010 cho thdy hdnh vi cua Cfing ty ndy la quang cao sai sy thdt dan tfli gdy nham lan cho khdch hanh.
Cflng ty trdch nhiem huru ban Panasonic da qudng cdo vfl cflng dung efla san phdm diflu hfla Envio vdi nfii dung "vd hifu hda hon 99% tac nhdn gay hai trong khfing khi", bao gfim vi sinh vat cfl hgi, vi khudn, virus vd ndm mflc. Nhung thuc tfl, qua qua trinh nghifln cflu thi vdi tinh nang diflt/vfl hiflu hfla vi khudn vd virus thi chi dif t dupc mgt sd Ioai vi khuan va virus nhat dinh (thudng Id vi khudn gdy bflnh tieu chdy Ecoli). Mae du cac bao cao thi nghiem do cflng ty cung cdp cho Cue Qudn ly cgnh tranh cfl do tin cdy eao bdi cdc thi nghifm dflu dupc thyc hien tgi cdc Vifn nghifln cflu cd uy tin tgi Nhat Ban, Hdn Qufic... Nhung vfl bdn chdt, ket qud ciia cdc bao cao ndy thi cd gid tri ghi nhan cdng dyng cua mdu san phdm dupc thfl nghiflm chfl khflng cd gia tri vdi cdc mau khdc. Diflu kifn thyc hifn thi nghifm tgi cdc nudc nay cung khdc so vdi dieu kien thyc tfl tgi Vift Nam (khdc vfl nhift dp, diflu kifln thi nghifm, dien tich phdng, thdi gian van hanh...)^. Vi vdy, cac thflng diep qudng cdo trfln cac phuang tien
Xem them: Bdo cdo hoat dong Cyc Quan ly cgnh tranh nam 2011, tr.l9.
' Xem them: Bdo cdo hoat dfng Cue Quan ly canh tranh ndm 2010, tr.21.
57
NHA NUdc VA PHAPLUATSd 6/2013 thflng tin dgi chflng cdn day dfl dfl dua tdi ngudi tieu dung cdc nfli dung chinh xdc nhdt. Thye te, chflng ta mdi ehi efl c a quan xet duyet hinh thflc, chucmg trinh qudng cdo chfl chua cd c a quan xet duyet chdt lupng cua hdng hda, dieh vu dera ra qudng cdo dd dflng nhu ddng ky vdi co quan nhd nudc hay khflng. Do do, cdc co quan cfl thdm quyen cdn phdi kiflm dinh lgi san pham dem ra qudng cdo cd dung nhu nhiing gi md nhd phdn phfli ghi ttong hfi sa hay khflng. Khflng nen dfl dfln khi dera ra qudng cdo vdi ngudi tiflu diing va nhan dupc su ddnh gid cfla ngudi tiflu dimg thi cdc CO quan nay mdi vdo cugc dfl kiflm tra chat lupng cua hang hda. Chflng ta cdn phai cd mflt co quan chuyfln bift de thuc hifn viflc qudn ly va tham dinh viec ndy.
Thu hai, ngodi hdnh vi qudng cao sai sy that, qudng edo nhdm cgnh tranh khflng lanh manh cdn dupc thfl hifn dudi dang qudng cdo dua ra thflng tin gian dfli va gdy nham ldn ve hdng hfla nhu gid, sfi Iupng, chdt lupng, cdng dung, kiflu dang, ehflng logi, bao bi, ngdy sdn xudt, cdch thflc sfl dung, phuong thue phue vu, thdi hgn bdo hdnh... Thyc tfl, nhflng hdnh vi ndy dflu dupc cde nudc quy dinh phfl bifln Id hdnh vi qudng edo cgnh tranh khflng lanh mgnh.
Tucmg ty quy dinh nay, Diflu 21 Luat Thuang mai ldnh mgnh Ddi Loan quy dinh:
"Khdng doanh nghiip ndo tgo ra hay su dung cdc biiu tugng hay biiu trung gdy nhdm ldn hay sai lich nhu Id gid cd, sd lugng, chdt lugng, ndi dung, qud trinh sdn xudt, ngdy sdn xudt, hgn su dung, phuang phdp sic dung, muc dich sic dung, nai xudt xu, nhd sdn xudt, nai sdn xudt, ngudi gia cdng. hay nai gia cdng hdng hda hay trong cdc muc qudng cdo, hay bdng bdt ki cdch
ndo khdc ldm cho cdng chung biit din . Tiflp vy viee cfla cfing ty trdch nhifm hflu han Panasonic, Cflng ty cdn thyc hifn qudng cdo sdn phdm tu Ignh Panasonic co tinh ndng tang cudng thdnh p h i n vitamin cfla thuc phdm dfln 12% (model NR BY601XA/ vd N R - BY 55I/XV). Mac dii eong ty da cung edp bdo cao thye nghifm cho thdy cflng nghfl chiflu sang thyc phdm trong ngan kin cfla tfl Ianh cd thfl lam tdng vitamin cfla mflt sfl loai rau qud tfl 11,8%
dfln 21,7%, nhung kflt qua thfl nghifm chi CO tdc dung trfln rau qua chfl khfing phdi thyc phdm ndi chung. 6 ddy, cflng ty trdch nhifm hun hgn Panasonic da cfl hanh vi qudng cdo gian dfli vfl hdng hfla khflng dflng vdi cflng dung eua hang hfla dd. Do dd, Cfing ty da phai diflu chinh nfli dung qudng cao thdnh "tdng eudng thdnh phin vitamin trong rau efl qud cao hon 12%''
Thu ba, hdnh vi quang cdo so sdnh tivc tiflp cung la rapt trong nhung van dfl nhflc nhfli hifn nay. Qudng eao so sanh Id qudng cdo so sanh mpt cdch ddc bift nhdn hifu hang hda nay vdi nhdn hifu hang hfla khac cfla cflng mflt logi sdn phdm'^. Dudi goc df lugt phdp, tiieo mpt tuyfln bfl cfla Uy ban Thuang mgi Lifln bang Hoa Ky (Federal Trade Commission - FTC) thi "quang cao so sanh dupe dinh nghTa nhu la qudng cao ma so sdnh nhung nhan hiflu hang hda khdc theo nhiing thuoe tinh khdch quan cd the kiflm chung hoge gia cd va la sy lam nhdn ra
'° Xem: Phdp luft vl Canh tranh khfing ldnh mgnh tai Ddi Loan trfin website:
http://www.vca.gov.vn/Web/Content.aspx?distid=47 18&lang=vi-VN
'' Xem thfim: Bdo cdo hogt dfng Cyc Qudn ly cgnh tranhnam2010, tr.21.
'^ Black's Law Dictionary, Eighth Edition, Bryan A.Gamer, Editer in Chief, Thomson West, p. 59.
nhan hiflu hdng hfla khdc bfli tfln, minh hpa bing hinh dnh thflng tin riflng bift khae"'^.
Lien minh chau Au dua ra mflt dinh nghia:
"Qudng edo so sdnh la mpi qudng cdo Idm nhgn ra mflt edeh true tiflp hogc gian tiflp mgt doanh nghiflp canh ttanh hodc cdc sdn phdm hogc cdc dich vu md ragt doanh nghifp canh tranh cung flng" Cdn tgi Phdp quy dinh rdt ro rdng, bdt ky qudng cdo ndo ve hang hda vd dich vu tao ra mgt su so sdnh ndo dd vdi cde hdng hda vd dieh vu cfla dfii tdc cgnh ttanh thi quang cdo dd chi hpp phdp khi: khflng dfl gdy nhdm Ian; lifln quan dfln hdng hda hodc dich vu cd cdc yeu cau hoac myc tiflu tuong ty; qudng cao so sdnh khdch quan mpt hodc mpt vdi dac diflm difln hinh cua cdc hang hda hoac dich vu do, trong do bao gom cd gid sdn phdm; va bat ky mpt qudng cdo mang tinh canh tranh nao dua ra uu ddi dde biet phai neu ro thdi gian bdt ddu, so lupng cd ban va mot so cdc dieu khodn eu thfl cfl lifln quan'^. Theo dd, phdp ludt quy dinh rat ro cac ddu hiflu dfl nhdn biet quang cao dupc phflp Idm nhiing gi, va chi can bat ky boat dpng qudng cao ndo vi phgm cdc quy dinh khflng dupe phep Idm thi ngay Idp tflc hdnh dfing dd se phdi chiu cac chfl tdi theo quy dinh cua phdp lugt.
Ban chdt cfla quang cdo so sdnh Id hanh vi qudng cdo cho sdn pham ciia minh cd nhieu uu the hon san phdm cfla doi thfl cgnh
'^ Statement of Policy Regarding Comparative Advertising, Federal Trade Commission, Washington, D.C., August 13, 1979.
'* TS. Phan Huy H6ng, Qudng cdo so sdnh trong phdp ludt canh tranh - mOt nghifin cuu so sdnh ludt, Tgp chi Nhd nudc vd Phdp luat s6 01/2007, tr. 44.
'* Xem: Bdo cdo so sdnh khufin khfi phdp 1^ ve djch vy phdn ph6i vd quy dinh nhd nu6c trong ngdnh bdn lfi a mgi s6 quic gia - kinh nhifim dfi vdi Vifit Nam, Mutrap HI, Md hoat dfng: SERV-4&5, thdng 6/201 l,tr.73-74.
ttanh khdc ve eung Ioai. Ludt Cgnh tranh ndm 2004 ttong qud ttinh xay dung dudng nhu da qud tdp trung eho ITnh vyc han chfl eanh tranh md chua quan tdm dflng mflc dfln phap ludt chflng eanh tianh khfing lanh manh. Day cung la mgt nguyen nhdn ddn den Lugt ndy chua xay dyng khdi niflm qudng cdo so sdnh raa don thudn chi cdm quang cdo so sdnh trye tiflp. Ngodi ra, nhiflu hinh thflc so sanh dupc cdc chfl thfl qudng cdo sfl dung vdi muc tiflu cgnh ttanh ldn nhau nhu qudng cdo so sdnh mgt dfli mgt;
qudng cao so sdnh mgt nhdn hdng cfla chfl qudng cao vdi nghTa tflt nhdt; qudng cdo so sdnh map md'^. Chinh vi thfl, hanh vi qudng cdo so sanh tryc tiflp hang hfla, dich vu vdi hang hda, dich vy cung loai cfla doanh nghifp khac cung cdn sfla dfli d pham vi rgng hem.
3. Mot so kien nghi nham hoan thien cac quy dinh lien quan tfli hanh vi quang cao nham canh tranh khflng Ianh manh trong Luat Canh tranh nam 2004
Vdi vifc Iam ro cdc vdn dfl bdt cap Hen quan tdi hdnh vi qudng eao nhdm canh tranh khflng ldnh mgnh, chung ta cdn sfla dfli, bfl sung mflt so van dfl trong Lugt Canh tranh nam 2004 nhu sau:
- Sfla dfli khdi nifm hanh vi canh tranh khflng Idnh manh quy dinh tgi khoan 4 Diflu 2 Lugt Canh tranh Id: "Hdnh vi cgnh tranh khdng ldnh mgnh Id hdnh vi cua doanh nghiep gdy thi^t hgi hogc cd thi gdy thi$t hgi din quyen vd lgi ich hgp phdp cita doanh nghiep khdc hogc ngudi tieu diing".
'* Xem: nghifin cuu so sdnh phdp luat dilu chinh hoat dfng qudng cdo so sdnh cua cfng ddng chdu Au vd Viet Nam, Tnrong Hfing Quang, Chuyen dl Thfing tin Khoa hpc phdp ly" (Vien Khoa hpc phdp ly - B f Tuphdp), sfi thdng 1/2011.
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NHA NUdc VA PHAP LUATSO 6/2013 - Cdn bfl sung khdi niflm ve qudng cdo nhdm canh tranh khflng Ianh raanh trong Dieu 45 Ludt Cgnh ttanh Id: "Qudng cdo nhdm cgnh tranh khdng ldnh mgnh Id hogt dgng ciia doanh nghiip nhdm gidi thieu tdi nguai tieu diing hogt ddng kinh doanh hdng hda, dich vu vd gdy ra nhicng thi$t hgi khdng bii lgi dugc nhirng lgi ich tuang duang do hdnh vi do tgo ra cho ngudi tieu dung vd doanh nghiip khdc.
- Bfl sung hanh vi qudng cdo sai sy that Id mflt hinh thuc quang cao nhara canh tranh khfing ldnh mgnh trong khodn 2 Dieu 45 Luat Canh tranh nam 2004. Vi Lugt Thuong mai ndm 2005 quy dinh qudng cdo sai su that la mgt dgng eflng vdi qudng cdo nhim cgnh tranh khflng ldnh manh theo quy dinh Ludt Canh tranh 2004 la nhttng hdnh vi bi cdm quang eao thuang mai.
- Cdn sfla dfli "so sanh ttyc tiflp hang hfla, dich vy cua minh vdi hang hda, dich vy ciing loai eua doanh nghifp khde" quy dinh tgi khodn 1 Diflu 45 Ludt Canh tranh ndm 2004 thdnh "so sdnh hdng hda, dich vu ciia minh vdi hdng hda, dich vu cung logi cda doanh nghiip khdc". Vi bdn ehdt ciia qudng edo so sdnh la hdnh vi qudng cao cho san phdm ciia minh cd nhieu uu thfl hon sdn phdm cua dfli thfl cgnh ttanh khdc vfl cung logi.
Ngoai ra, cung cdn mgt ca quan chuyen trdch vfl hogt dflng qudng cdo nhu thdnh lap Uy ban vfl qudng cdo n h i m tap trung quyfln quan ly cung nhu cdn cfl van ban hudng ddn chi tiet lien quan tdi hogt dfing quang cdo vd xem xet gidi han vfl hdnh vi qudng edo cd vi phara Luat Cgnh tranh hay khfing. Thai Lan cd mfit Uy ban vfl qudng cao cd quyfln quy dinh cdc doan van ban, cdnh bdo hoae yflu cdu phai xudt
hifln ttong qudng edo ciia nhiing mat hdng dupc chi dinh. Uy ban cung cfl the ddt ra cdc han chfl dfii voi quang cdo mflt mat hang eu the, hogc ngdn cdm hodn todn vife qudng cdo cho mpt sdn phdm cu t h e "
Hifln tai, trong nfln kinh te thi trucmg, hdnh vi qudng cdo nhdm cgnh tranh khflng Idnh mgnh gifla cac doanh nghifp cdng trd nfln phong phfl va khfl kiflm sodt. Vi vdy, nfln xdy dyng cac dau hiflu nhdm xac dinh hdnh vi qudng cao nhdm canh tranh khflng Idnh mgnh hon la lift kfl cdc hanh vi qudng cdo canh tranh khflng lanh manh nhu quy dinh cua Ludt Canh tranh hifn nay. Trong thdi gian tdi, cdn sfla doi Ludt Canh tranh Viet Nam sao cho tuong thich vdi phap ludt cdc nudc trfln thfl gidi. Hoan thifln hon vai trd va trdch nhifm cfla Cue Qudn ly cgnh tranh dfl Cye trd thdnh mflt ca quan bdo vfl quyfln ty do hogt dfng kinh doanh efla cdc doanh nghifp dupc cgnh tranh ldnh mgnh tien thi trucmg vd cung nhu bao vf lpi ich cfla ngudi tiflu dung Id nhihig ngudi se duac lpi tfl hogt dpng ndy.
" Xem: Bdo cdo so sdnh khufin khi phdp ly ve dich vy phan phoi vd quy dinh nhd nudc trong ngdnh bdn le a mft so qu6c gia - kinh nghifm dli vdi Vift Nam, Mutrap III, MS hogt dfng: SERV-4&5. thdng 6/201 l,tr. 91.
