每當承辦知名企業間因廣告行銷而發生不公平競爭的法律爭議時，作者最反覆思考的問題不外是：究竟一則比較廣告在什麼程度以內，與其他競爭對手間的產品比較以及資訊揭露，對消費者來說是最有利，而且對競爭者來說是最公平的？換句話說，就是使用「比較廣告」這樣的爭議性行銷方法，在什麼樣的限度內，是比較可以恰如其分地，一方面完成它原本行銷應達成的目的，帶給消費者充分且必要的消費資訊，另一方面也顧及了競爭法下的公平尺度，沒有用超過目的之手法損及競爭者；接著的問題是，現行國內的公平交易法規是不是已恰如其分地扮演了這樣一個尺度呢？ 　　基於以上目的，本研究分別從行銷管理、公平交易及主要國家競爭法立法例的觀點，廣泛探討相關文獻，切入檢視過去與比較廣告有關的研究，發現過去文獻對比較廣告展現創意的「不安全領域」和「安全領域」之探討，確實不足。故本文採用質性研究中的個案法及文件分析，藉由觀察公平會自1992年至2007年間的相關案例，選出指標案例共十二則，希望對透過實際個案之處分書或不處分書的解析，探討我國公平會對比較廣告違法性的認定標準，進一步釐清不法比較廣告與創意比較廣告的分際。 　　藉由觀察公平會對該十二個指標案例作成決定時所示的見解，本研究發現公平會對於其持以處分或不處分比較廣告的準則，已衍然成形。首先，如果一個比較廣告有「真實性原則」、「客觀性原則」或「資訊充分揭露原則」三原則中，任一原則的違反，導致成為一個不真實、不客觀或資訊未充分揭露（或兼具其中二者或三者）的比較廣告時，即已經存在「不法元素」，可能構成違法，此形成本研究之命題一。其次，公平會也明白宣示了比較廣告內容或方式的「安全區域」，本研究將此一發現名為公平會的「愈抽象愈安全原則」，並且認為此處即為比較廣告應該盡情展現創意之所在，此形成本研究之命題二。作者並盼望繼起的有志之士，往後能嘗試大膽建立各種假設，小心驗證本研究已經建立的兩項命題，以檢視其周延性和正確性，俾供企業未來在行銷上運用比較廣告時，能大膽展現創意，但又不致於違法的參考，同時亦對公平會及業者分別提出建議。 / Every time when Author undertakes unfair competition disputes between well-known enterprises arisen out of advertising and marketing, the question the Author will ponder over and over is: with respect to the comparative advertising, in terms of product comparison and information disclosure with other rivals, to which extent the comparative advertising will be the most beneficial advertising to the consumers and the most impartial advertising to the rivals. In other words, to which extent can “comparative advertising” be used appropriately, on one hand complete goals the original marketing was intended to achieve, bring sufficient and necessary consumption information to the consumers, on the other hand take into account of fairness criterion under competition law without application of technique beyond its original purpose which would cause damage to the rivals. Then the next question is: whether the existing Fair Trade Law has adequately set forth said criterion? Based on the above goals, from respective viewpoints in marketing management, fair trade and legislation precedent of competition laws of major countries, the author, through extensive probing into past documentary records and reviews of past researches related to comparative advertising, realized that researches on “unsafe territory” and “safe territory” to show creativity of comparative advertising in past documentary records are not sufficient. Therefore, the author has adopted case method and document analysis used in qualitative research. From among the relevant cases handled by the Fair Trade Commission between 1992 and 2007, the author has chosen twelve distinctive cases, aiming to probe into criterion for determination of violation of comparative advertising by Fair Trade Commission of the ROC, and further verification of the differences between unlawful comparative advertising and creative comparative advertising through study and analysis of disposition or non-disposition decision of each individual case. Upon review of administrative interpretations rendered by the Fair Trade Commission towards said twelve distinctive cases, the author realized that rules governing disposition of comparative advertising by the Fair Trade Commission has taken shape. First of all, when a comparative advertising breaches either the “principle of truthfulness”, the “principle of objectiveness” or the “principle of information disclosure”, the comparative advertising will become an unreal, non-objective or non-disclosed comparative advertising (or both or all), some “illegal elements” have occurred, which may constitute violation of law, this forms the first proposition of this thesis. Secondly, the Fair Trade Commission has clearly announced “safety areas” of content or manner of the comparative advertising, the author names this discovery as “more abstract more safe principle”, and believe this is the area where comparative advertising shall exert its best effort to show its creativity, which forms the second proposition of this thesis. The author expects that future researchers will be able to create hypotheses, examine and verify two propositions this thesis have already built up, in order to investigate its thoroughness and correctness, so that enterprises could bravely demonstrate its creativity when applying comparative advertising for the marketing.

他國低估匯率造成貿易嚴重扭曲問題近年來越發受到重視，而美國國會為解決主要貿易對手國長期壓抑匯率以提升出口競爭力，導致美國貿易赤字不斷上升之問題，遂陸續提出諸多匯率改革相關法案，期望以具體之制裁手段防止他國持續刻意壓低匯率。 本文先以美國現行法案──1988年匯率與國際經濟政策協調法案作為出發點，探討美國現行法案之不足，以點出美國國會為何認為有於後續改革法案中加入制裁手段之必要，並得出2010年公平貿易貨幣改革法案與2011年貨幣匯率監督改革法案此二法案所提倡之將他國根本性匯率低估或匯率失調情形視為可課徵平衡稅之補貼，為國會多數支持之手段。再以經濟學及國際貿易法學之分析連貫後續討論：匯率低估是否等同對進口課徵關稅並對出口提供補貼？2010年公平貿易貨幣改革法案與2011年貨幣匯率監督改革法案欲將他國根本性匯率低估或匯率失調情形視為可課徵平衡稅之補貼，是否符合WTO有關補貼之規範？前者以Staiger及Sykes兩位學者使用之兩國兩財模型作為討論主軸，後者則以補貼三要件──「財務補助」、「受有利益」及「特定性」加以檢驗。最後皆得出匯率低估僅在特定之情況下始可能構成補貼之結論。 惟在研究過程中，本文發現若僅單憑國際貿易法學之角度去解析匯率低估是否構成補貼，將受法律文字之主觀影響而導致某些謬誤產生。為解決此一問題，本文乃提出以經濟學之分析輔佐國際貿易法裁決之建議，以期能提升國際貿易法裁決之客觀性與公平性。 / The serious trade distortion problem caused by currency undervaluation has given rise to more and more attention. The United States also faces the increasing trade deficit problem caused by some major trading partners that manipulate the value of their currencies in relation to the United States dollar to gain export competitive advantage. The U.S. Congress thus brings up many currency exchange rate reform acts, hoping to use the specific sanction policies to prevent other countries from intentionally depressing exchange rates consistently. This article starts from the U.S. currency act in force──Exchange Rates and International Economic Policy Coordination Act of 1988 to discover the insufficiency in order to point out why the U.S. Congress consider it necessary to put the sanction policies in follow-up currency reform acts. We then conclude that the policies that brought up by "Currency Reform for Fair Trade Act (2010)" and "Currency Exchange Rate Oversight Reform Act of 2011" to deem the "fundamentally undervalued currency" or "misaligned currency" as contervailable subsidies come out in favor of the majority of the U.S. Congress. Follow up we use the analysis of the economies and international trade laws to link the following discussion: is the currency undervaluation equals to import tariffs and export subsidies? Are the policies that deem the "fundamentally undervalued currency" or "misaligned currency" as contervailable subsidies consistent with the WTO’s subsidy regulations? The former one is discussed with the "two countries and two goods model" brought up by Staiger and Sykes while the latter one is examined by three elements: "financial contribution", "benefits" and "specific". The answers are both that the currency undervaluation will be contervailable subsidy in some very specific cases. However, during this research, we find out that if just use the view of international trade laws to analyze whether the currency undervaluation is a contervailable subsidy, we may be affected by the literalism and make mistakes. To solve this problem, we recommend that using the analysis of economies to support the ruling of international trade laws, hoping to increase the objectivity and fairness.

本論文主要是在探討現行公平交易法第四十五條「依照著作權法、商標法或專利法行使權利之正當行為，不適用本法之規定」，其中有關專利權之部分。蓋專利權屬於智慧財產權之一種，係國家以法律授予私人的一種獨占、排他權利，亦即，專利權人就其所獲之專利請求範圍，係處於一種法定專有排除他人未經其同意而製造、販賣、使用或進口該專利之獨占權能地位。專利法藉由此一賦予專利權人特定期間之專屬排他權 (Exclusive Right)/獨占壟斷權，以提供一定之經濟上利益為誘因，藉此鼓勵發明人『公開』符合可專利要件；而競爭法制係為維護公平、自由競爭秩序與環境而必須規範獨占、聯合、結合等限制競爭行為及不公平競爭行為，兩者之糾結關係應如何釐清？素有經濟憲法高地位之稱之競爭法制，應如何在法律特設專利獨占權之制度目的考量下，揮舞它這把大刀？又法律特設專利獨占權之制度目的，又會如何影響競爭法制規制專利權利之界線，是本文想要探究、嘗試解決之議題亦為本文研究目的所在。 鑑於目前我國對於公平交易法第四十五條之法律定位爭議甚大，復以目前我國對於專利權之正當權利行使行為之實務摸索尚處於萌芽之未臻成熟階段，本文擬以專利制度之制度目的及專利財產之本質出發，再借鏡國美國法制百餘年之行政執法、司法實務之實證觀察方式，試圖對目前我國越來越多之專利權權利行使與公平交易法之交錯相關議題及爭議，提出一些可能的思考方向與解決之道，並以法律體系解釋、法律目的解釋、市場經濟以及專利制度之制度目的等思維角度，嘗試定義公平交易法第四十五條之專利權正當權利行使行為，並將本文所建議之審查基準與審查步驟作成審查流程圖，作為本文之總結。

The dissertation employs laboratory experimental methodology to study decision-making when people face trade-offs between ethical and economic values. More explicitly, the three chapters investigate 1) consumer behaviour when a substantially equivalent version of a product is more expensive because it was produced without child labour, 2) the interaction between an expert advisor and an ignorant decision-maker, when the former may gain from lying and the latter has to decide whether or not to trust in the advice, and 3) fairness in divisions of an economic gain between two people who were both involved in creating the gain, but only one of them provided real effort. Here, a focus is on the impact of power structure, i.e. who decides, on divisions and fairness judgments. All studies discuss implications of experimental behaviour for market and business domains. In addition, the thesis emphasizes ethical theories as complementary to normative benchmark from economic and psychological theory. / La tesis utiliza una metodología experimental para investigar las decisiones de los individuos cuando hay un conflicto entre valores éticos y económicos. Mas específicamente, los tres capítulos investigan sobre 1) el comportamiento del consumidor cuando se enfrenta a dos versiones de un mismo producto, siendo una de ellas más cara por ser producida sin trabajo infantil, 2) la interacción entre un agente experto y un agente desinformado que debe tomar una decisión confiando o no en el consejo del experto, el cuál puede mentir para ganar más dinero, y 3) el reparto justo de una ganancia económica entre dos personas de las cuales sólo una ha contribuido trabajando en un ejercicio. Este último estudio se centra en el impacto de la estructura de poder, es decir quién decide, en el reparto y en los juicios de que es lo justo. Los estudios analizan las implicaciones del comportamiento experimental sobre los mercados y las empresas. Además, la tesis propone teorías éticas para complementar las teorías económicas y psicológicas.

The initiative “fairlangen.org – fair leben in Erlangen” (fair living in Erlangen) campaigns for global justice. Its activities are based on a holistic understanding of mission. Through networking, fostering public relations, educational work and specific campaigns, the initiative supports local commitment to global justice. Its main focus is the promotion of fair consumer behaviour. This MTh dissertation offers a missiological reflection of the initiative fairlangen.org, which is the author‘s action research project. Firstly, it establishes the missiological grounds on which local commitment for global justice can be understood as a part of holistic mission. This is concretised by actions to promote fair consumer behaviour, with an emphasis on Fair Trade. On this basis, the specific segment of fairlangen's practical activities are analysed using qualitative methods, and reflected upon in missiological terms. This study concludes by giving new impulses to other missionary projects that are planning to campaign for global justice. / Die Initiative »fairlangen.org – fair leben in Erlangen« setzt sich auf der Grundlage eines ganzheitlichen Missionsverständnisses für globale Gerechtigkeit ein. Durch Netzwerkarbeit, Öffentlichkeitsarbeit, Bildungsarbeit und Kampagnenarbeit fördert sie den lokalen Einsatz für globale Gerechtigkeit, vor allem fördert die Initiative ein gerechtes Konsumverhalten. In der vorliegenden Masterarbeit wird die Initiative fairlangen.org, die das Handlungsforschungsprojekt des Autors ist, missiologisch reflektiert. Dazu wird zunächst erarbeitet, wie der lokale Einsatz für globale Gerechtigkeit als ein Aspekt von ganzheitlicher Mission missiologisch begründet werden kann. Konkretisiert wird dies am Engagement zur Förderung eines gerechten Konsumverhalten – mit einem Schwerpunkt auf Fairem Handel. Davon ausgehend wird die Praxis des Handlungsforschungsprojekts fairlangen.org in diesem Bereich mit qualitativen Methoden untersucht und missiologisch reflektiert. Als Fazit der Untersuchung können Impulse für andere missionarische Projekte formuliert werden, die sich für globale Gerechtigkeit einsetzen möchten. / Christian Spirituality, Church History and Missiology / M. Th. (Missiology)

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本文研究之議題，並非有關政治面或其他社會面所稱之杯葛，而是競爭法領域中之杯葛行為，主要為公平交易法第十九條第一款所規範之情形。 本文之研究目的，主要希望能對公平交易法第十九條第一項之構成要件、違法性、法律效果等數項議題，參考他國立法例及學說進行研究，並就實務處理進行分析檢討，以及提出管見之看法及建議。 本論文共分為七章。第一章為「緒論」，分為研究題目之說明、研究動機與目的、研究方法、研究範圍及限制，及研究架構等部分，旨在介紹論文的基本方向與架構。 第二章，則是討論「我國法對於杯葛行為之規範及相關內容」。於第一節中，首先進行杯葛行為之基本介紹，以使讀者瞭解本文所處理之客體為何，並且明瞭規範杯葛行為之目的。第二節之內容，是針對公平交易法第十九條第一款，為一全面性介紹。第三節，是就公平交易法第二十四條之適用可能，為一討論。第四節，則是討論民法部分於杯葛行為之適用可能及適用情形。 第三章，討論「美國法對於杯葛行為之規範及分析」。第一節之概說，乃為後述討論內容作一引言。第二節，是就規範杯葛行為之條文－休曼法第一條、聯邦貿易委員會法第五條，作一相關闡釋。第三節，是就美國判例，參考學者Hylton, Keith N.教授的見解，區分三個不同時期，介紹杯葛行為於實務之不同評價演變。第四節，則對本章之內容作一總結。 第四章介紹「德國法對於杯葛行為之規範及分析」。第一節之概說，乃為後述討論內容作一引言。第二節，是就限制競爭防止法第二十一條第一項（GWB §21Ⅰ）為相關闡述。第三節，是就不正競爭防止法第三條（UWG §3），其適用情形及相關內容進行分析。第四節，是就德國民法有關侵權行為之規定（BGB §823、§826），討論杯葛行為之適用情形。第五節，乃討論杯葛行為與憲法上言論自由保護其間之關係。 第五章乃在探討「杯葛行為於我國法制面及實務操作之爭議問題研究」。於第一節中，處理者乃杯葛行為之體系定位之問題。第二節，進行構成要件之細部問題分析；例如，發話人究否應具有一定市場力量？第三節，針對杯葛行為之違法性，分析是否存在進行杯葛行為之正當理由。第四節，旨在討論杯葛行為之法律效果問題。第五節，核心集中於公平會對於同業公會所發起之杯葛行為，究應以第十四條或第十九條第一款論斷為妥？第六節，主要在處理杯葛與其他概念之區別。第七節，則在處理公平交易法第十九條第一款與其他條文競合之問題。 第六章之內容為「實務重要案例之分析及檢討建議與結論」。此部分本文選擇較具重要性之公平會處分案，整理實務之看法及處理模式，並加以分析及檢討。 第七章則是進行「結論與建議」。本文將彙整前面各章之重點，針對本文關心之相關爭點及問題，提出拙見，以供參考。 / This thesis focus on the topic of boycotts issues in competition law, especially article 19 subparagraph 1 of the Fair Trade Law of Taiwan. There are 7 chapters in this study. In chapter 1, there is an introduction to this research such as the structure of this paper. Chapter 2 discusses the regulations about boycotts in Taiwan, including article 19 subparagraph 1 and article 24 of the Fair Trade Law and article 184 of the Civil Law. Besides, in this chapter there are essential introductions to boycotts, e.g. what purpose the party has. Chapter 3 observes how U.S. treats boycotts. According to the observance of professor Hylton, Keith N., the court used different standers to judge boycotts in various periods. This chapter will focus on what doctrine the court adopted to consider boycotts－rule of reason, or illegal per se? On the other hand, chapter 4 introduces rules of boycotts in Germany. There are several important parts: GWB §21Ⅰ, UWG §3, and BGB §823、§826. Besides, there is a point about the relation of boycotts and freedom of speech. Chapter 5 deals several problems of boycotts in Taiwan practices and Fair Trade Law. Besides the opponents of the articles, this chapter tried to solve problems such as should we consider market power of the party? Further more, there are comparisons about boycotts and other similar concepts or topics. Chapter 6 proceeds analysis about the cases in Taiwan practices, especially decisions of the Fair Trade Commission. In chapter 7 the author offered his opinions about some issues of boycotts.

The relationship between international regimes regulating intellectual property, traditional knowledge and biodiversity has received much attention in recent times. Of the many complex and controversial issues in contemporary international legal discourse on this matter, the protection of traditional knowledge (TK) stands out as a significant challenge. Choices abound in the search for modalities to regulate rights to use and control TK systems and their underlying biodiversity. In recent times, the protection of geographical indications (GIs) has emerged as an option for protecting TK. Despite the considerable enthusiasm over it, there is appreciable research dearth on how far and in what context GIs can be used as a protection model. Indeed, not only is the concept of GIs itself widely misunderstood. As well, analyses as to their applicability for protecting TK often reflect underlying cultural differences in the nature, scope and the jurisprudence regarding GIs across jurisdictions. This thesis examines the relationship between GIs and TK, focusing on the responsiveness of GIs to the needs and desires of indigenous peoples and local communities (ILCs). The thesis posits that the search for a model to protect TK should involve identifying different modalities, including those based on intellectual property, to fit to the nature and uses of TK in particular contexts. The analysis conceptualizes GIs as a form of IP that are structurally and functionally suitable to protect aspects of TK in traditional knowledge-based agricultural products (TKBAPs). Substantively, the thesis draws attention to the conceptual underpinnings of GIs as encompassing cultural and economic objectives in the protection of TK. As such, it is argued that stronger protection of GIs should be achieved by integrating the negotiations and discussion concerning GIs and TK at the international level. Further, the case is made for the determination of immediate challenges and long-term opportunities in choosing a legal means for protecting GIs at the national level. In this connection, the thesis suggests that the potential of GIs to meet national and local imperatives to protect TK be assessed, inter alia, based on their instrumentality for economic, biodiversity, cultural and food security objectives in protecting TKBAPs.

The increase of trading has created many environmental, ecological, social and ethical problems. The main concern across all industries is to create more sustainable, eco-friendly and ethical manufacturing processes. Only by influence consumer's purchasing behavior there might be the demand for eco-green products. The fashion and textile industry as one of the main contributor to the world's economy is one of the main environmental polluter (e.g.: soil, lakes, river and air). Recently, many young fashion designers started to offer eco-green fashion to the market. This new phenomenon might change the course of the world fashion industry. The goal of this research is to find out the real demand for eco-green products and its impacts on the traditional methods of fashion manufacturing. Three geographical areas where chosen to represent consumption side (US and EU (UK)) and manufacturing side (China). The specific fashion garment was chosen to demonstrate detailed analysis of the manufacturing processes and its new eco-green formula -- the denim jeans. The primary and secondary research approaches were chosen to cover the whole industrial view on this phenomenon. The outcome of the research showed that the major impact was on the general consumer's purchasing behavior and their life style. It is a new trend and concept that is reshaping the traditional fashion business models. Denim jeans industry leaders such as Levi's Strauss are in process of implementing eco-green, ethical and fair-trade factors into their long-term strategy.