金融業利用網路傳播渠道從事廣告業務招攬及營業促銷活動行為之責任研究——以英國與我國法規範及監理措施為觀察

A Study on the Liability of Financial Institutions Utilizing Online Communication Channels for Advertising, Business Solicitation and Promotional Activities: An Examination of Legal and Regulatory Regimes in the UK and Taiwan

隨著網路普及，各類型之網路傳播渠道林立，而有業者從中藉含有虛偽不實、引人錯誤之內容獲取利益，破壞市場良好運作與消費者之信任。又當內容涉及金融商品或服務時，因金融商品或服務多具高度專業性與複雜性等特徵，如內容不真實，或將影響金融消費者所為之決策與判斷，混淆對其性質之理解。基此，本研究旨在從金融業利用電子通訊傳播業者與網紅等網路傳播渠道，從事廣告業務招攬及營業促銷活動行為之法律責任為研究，並釐清電子通訊傳播業者、網紅與金融業者間之責任分配。藉此提出得以兼顧業者權益、監理成本與金融消費者保護之建議。並就英國金融行銷之法規範與監理措施為研究，藉此對我國提供若干建議。

With the rapid popularization of the Internet, various online communication channels have proliferated. Some enterprises have exploited these channels to profit from disseminating false and misleading content, thereby disrupting the solid operation of the market and undermining consumer trust. Furthermore, when such content involves financial products or services that are inherently characterized by high degrees of specialization and complexity, untruthful information can severely impact the decision-making and judgment of financial consumers, perplexing their understanding of the nature of these products or services.
Accordingly, this study aims to examine the legal liability arising from financial institutions utilizing online communication channels, such as electronic communication operators and influencers for advertising, business solicitation, and promotional activities. It intends to clarify the allocation of responsibilities among electronic communication operators, influencers, and financial institutions. Through this analysis, the paper proposes recommendations that strike a balance among the rights and interests of enterprises, regulatory costs, and the protection of financial consumers. Furthermore, this study conducts a comparative analysis of the legal framework and regulatory measures governing financial promotions in the United Kingdom to provide concrete legislative suggestions for Taiwan.