企業經營者廣告之拘束力——由德國及歐盟法之發展觀察我國法廣告對企業經營者之拘束力

The Binding Effect of Advertising Statements on Traders: A Comparative Analysis of German, EU, and Taiwanese Law

企業經營者之廣告常為消費者決定是否締約取得商品或服務與其價格之重要基礎。為保護消費者對於廣告內容之正當信賴，避免其締約及價格決定受到不實廣告之不當干擾，消費者保護法第22條在誠信原則及信賴保護原則之基礎上，賦予廣告內容在契約成立後對企業經營者產生契約法上之拘束力。另一方面，若消費者締結契約之意思決定自由（例如在更正錯誤廣告內容之情形）不受不實廣告內容干擾時，以及為保留一定程度之交易彈性，法律亦應允許在一定情況下得例外的排除廣告內容之拘束力，但應兼顧消費資訊及契約內容之透明化，以避免本條之規範意旨因而落空。本文將透過比較研究歐盟及德國法之「公開宣言之拘束力」及「依締約前消費資訊義務提供之資訊依法成為契約內容」兩項制度，以及定型化契約法之透明化原則，為我國消費者保護法第22條之解釋適用以及將來修法方向提供建議。
此外，我國法院在預售屋案件中不時以「廣告為無拘束力之要約引誘」為由，否定企業經營者於契約成立後為其廣告內容負契約責任。然而，在我國法高度繼受之德國法之中，普遍地認為在契約成立以後，除明示為更正或變更者外，廣告之內容原則上可透過默示合意成為契約內容，或作為詮釋性或補充性解釋契約書之重要材料而對契約權利義務產生影響。德國法透過靈活運用傳統契約法之原理，使原屬要約引誘之廣告在契約成立後產生拘束力，亦有值得我國實務參考及反思其見解之處。

Advertising statements made by traders form a crucial basis for consumers’decisions to enter into the contracts. To safeguard legitimate consumer expectations arising from such advertisements and to preserve consumers’freedom of choice, Section 22 of the Consumer Protection Act incorporates the principle of good faith, binding traders to their advertising content after the conclusion of the contract. However, exceptions exist where this binding effect may be excluded, particularly when the consumer’s freedom of choice remains unimpaired—for instance, following a timely correction. Similarly, deviating agreements aimed at preserving contractual flexibility may supersede advertising claims, provided they satisfy transparency requirements.
This article analyzes comparable legal mechanisms in European and German law—specifically the“binding effect of public statements”and the“incorporation of pre-contractual information”—to offer recommendations for the interpretation and future amendment of Section 22. Furthermore, while certain Supreme Court decisions in Taiwan have held that advertising statements merely constitute an invitatio ad offerendum (invitation to treat) and lack contractual weight unless expressly incorporated it during negotiations, the prevailing view in Germany differs. In German law, absent specific error or modifications, opinion, a party’s advertising statements are generally integrated into the contract through implied agreement or as relevant context for contractual interpretation. Drawing upon this comparative analysis, this article proposes specific suggestions for advancing Taiwanese legal theory and judicial practice.