作为世界上广告监管最为规范的国家,英国的广告监管经验非常值得借鉴。在英国,广告监管主要通过行业自律机构实施,包括对误导性广告的监管。本文通过对英国误导性广告的现状、“立法”和“执法”等进行初步的分析和探讨,希望能对中国误导性广告监管有所借鉴。 As the most regulated country in advertising regulation in the world, the advertising regulatory experience in the United Kingdom is worth learning from. In the UK, advertising regulation is mainly implemented through industry self-regulatory agencies, including the regulation of misleading advertising. This article analyzes and discusses the status quo of misleading advertisements in Britain, the “Legislation” and the “Law Enforcement”, hoping to draw lessons from China’s misleading advertising regulation.