広告法規マニュアル第38号
2015年３月

広告法規概論2015年版

法務政策委員会

＜はじめに＞
東京広告協会法務政策委員会では「広告関連法規に関する調査研究および普及啓発」という委員会の役割に則して、1991年以来ほぼ毎年「広告法規マニュアル」を発行してまいりました。その第１号として、会員向けに広告法規全般を基礎的な面から概観した『広告法規概論』を発行し、以降約10年間の広告法規の推移を点検して2000年に第20号『広告法規概論（改訂版）』を発行いたしました。
ふたたび10年以上経過しましたので、その間の環境変化を踏まえ同様の趣旨で『広告法規概論2015年版』を発行することといたしました。
広告業務に関連する規制は業種や商品、販売方法などによって違いがあり、業務上のプロセスごとでも異なるため多岐にわたります。
本マニュアルでは、消費者保護、権利の適切な運用などの観点から、広告の実務に携わるうえで求められる特に重要な規制や留意点の基本を概観していきます。
広告ビジネスの各当事者が民法をはじめとする法規範に従って事業を営むことは当然ですが、ここでは「生活者へのコミュニケーション活動」という広告の本来的な機能にフォーカスして整理をします。

＜ 目 次 ＞
第１章

広告規制の概要

Ⅰ．広告コミュニケーション活動と規制
１．広告の役割 ·························································
２．広告活動の当事者 ···················································
３．広告規制の目指すもの（意義） ······································

Ⅱ．広告規制の階層

第２章·······················································

1223

基本的な法規範

Ⅰ．著作権法１．はじめに ··························································· 6２．著作物（１）著作物とは ··················································· 6（２）広告における著作物 ··········································· 8〔コラム：カーニバル判決〕 ········································ 8３．著作者（１）著作者とは ··················································· 9（２）職務著作 ····················································· 9（３）映画の著作物 ················································· 10４．著作権 ····························································· 11（１）著作財産権 ··················································· 11（２）著作者人格権 ················································· 11（３）著作権の譲渡性と著作権者 ····································· 12５．保護期間（１）保護期間 ····················································· 12（２）職務著作の場合 ··············································· 13（３）外国の著作物 ················································· 13（４）戦時加算 ····················································· 13
６．著作権（著作者人格権）の侵害 ······································ 14７．著作隣接権（１）著作隣接権とは ··············································· 15（２）著作隣接権の内容 ············································· 15（３）保護期間 ····················································· 16
８．最近の著作権法改正（１）平成24年改正 ················································· 17（２）平成26年改正 ················································· 18〔コラム：TPP〕 ·················································· 18

Ⅱ．肖像権
１．肖像権の概要 ······················································· 19（１）肖像権を構成する２つの側面 ··································· 19（２）人格権としての肖像権（プライバシー権） ························ 19

（３）肖像権の財産権的側面（パブリシティ権） ························ 20〔コラム：物のパブリシティ権〕 ···································· 21〔コラム：故人の肖像〕 ············································ 22

Ⅲ．商標法
１．商標法の目的 ······················································· 23
２．商標法の概要（１）商標 ························································· 23（２）商標権とは ··················································· 26
３．登録商標として保護されるには（１）商標登録までの流れ ··········································· 27（２）商標登録の要否 ··············································· 28（３）商標登録の可否 ··············································· 29
４．他の商標権を侵害していないか（１）総論 ························································· 30（２）検討方法 ····················································· 31〔コラム：商標法改正〕 ············································ 33

Ⅳ．景品表示法１．景品表示法の目的、意義 ············································· 35
２．表示に関する規制（１）表示の規制内容 ··············································· 35（２）不当表示の典型類型 ··········································· 37
３．景品類に関する規制（１）はじめに ····················································· 38（２）景品類の規制内容 ············································· 39〔コラム：景品表示法改正の動向〕 ·································· 46
４．公正競争規約 ······················································· 47

第３章

その他関連法規Ⅰ．制作・表現・表示に関連して
１．薬事法・医薬品等適正広告基準 ······································ 48（１）薬事法とは ··················································· 48（２）医薬品等適正広告基準とは ····································· 50（３）その他関連通知等について ····································· 52
２．健康増進法等（１）健康増進法とは ··············································· 53（２）食品表示に関する新しい動きについて ··························· 55〔コラム：機能性表示に関する制度の動向〕 ·························· 55
３．不正競争防止法（１）不正競争防止法における不正競争の概要 ························· 56（２）国際的な取り決めに基づく禁止行為の概要 ······················· 58
４．特定商取引法（１）特定商取引法の概要 ··········································· 58（２）通信販売 ····················································· 59

Ⅱ．キャンペーン・プレミアムに関連して
１．個人情報保護法（１）広告実務における個人情報取扱業務 ····························· 63（２）個人情報保護法 ··············································· 64〔コラム：個人情報保護法改正の動向〕 ······························ 69
２．製造物責任法（PL法）（１）製造物責任法の概要 ··········································· 69（２）責任主体 ····················································· 70（３）類型 ························································· 70
３．特許法（実用新案法）（１）はじめに ····················································· 71（２）特許法と実用新案法とは ······································· 71（３）他社の特許等のチェック ······································· 74
４．意匠法（１）はじめに ····················································· 74（２）広告と意匠法 ················································· 75（３）意匠権 ······················································· 75

Ⅲ．イベント・撮影等に関連して
１．建設業法（１）建設業許可 ··················································· 77（２）建設工事の受注 ··············································· 79（３）廃棄物の処理 ················································· 79
２．警備業法（１）広告実務における警備業法 ····································· 80（２）警備業務とは ················································· 80
３．道路交通法 ························································· 80

Ⅳ．その他取引に関連して
１．独占禁止法（１）意義 ························································· 81（２）規制内容 ····················································· 81（３）違反した場合 ················································· 81
２．下請法（１）意義 ························································· 82（２）適用範囲 ····················································· 82（３）親事業者の義務 ··············································· 82（４）禁止される行為 ··············································· 83（５）違反行為に対しての措置 ······································· 84

第４章

自主規制

Ⅰ．業界団体自主規制 ····················································· 85
Ⅱ．媒体考査等 ··························································· 87
Ⅲ．広告関連団体関係コード ·············································· 90＜おわりに＞··································································· 96