網路造就許多新型態行銷手法，其中網路口碑行銷由於社群影響力，為傳統薦證式廣告帶來改變，更獲得企業主之重視，而消費者亦信賴網路建議。然而新型態的網路薦證廣告，薦證者與廣告主使用網路平台傳遞廣告訊息，兩者存在未被消費者預期之關係，產生影響消費者購買決策之疑慮。學者亦提出薦證評論是出自薦證者之自發性或受企業主誘發須分類清楚，但實務上卻難以清楚歸類。
對此美國於2009年修改「推薦與見證廣告指導原則」，而台灣亦於2013年修改「公平交易委員會對於薦證廣告之規範說明」，要求薦證廣告必須清楚揭露關係。然此問題法規是否可以給予適當的規範，以維護公平競爭與消費者權益，將是對當局者之考驗。本文將依薦證廣告之內涵，討論薦證者對於薦證廣告效果，與消費者評估廣告訊息來源可信度之影響。以分析美國與台灣對於網路薦證行為之規範與範例，以及薦證廣告之參與者的責任，並建議相關參與者對新規範之因應措施。且由於網路薦證規範引發侵害言論自由之爭議，亦將探討兩國之言論自由保護之審查標準下，此規範有無牴觸憲法。
本文欲針對網路薦證廣告之規範進行討論與分析，除整理網路薦證規範本身外，亦透過行銷面的薦證廣告之內涵，與美國與我國之言論保護架構，以探討分析兩國規範範圍之適切性。最後，將兩國之法規做彙整比較，以期提供我國與美國在網路薦證廣告實行之參考。

Internet has created various types of marketing strategies. In particular, word-of-mouth marketing is one of the effective strategies. It raises attention of the companies because of its powerful social media effect. Word-of-mouth marketing has eventually changed the traditional advertising endorsements and testimonials. In new advertising endorsements, endorsers may use the network platform to deliver advertising messages. However, the unexpected connection between endorsers and advertisers may affect customers’ evaluation on the endorsements.
Previous study has suggested that it is important to classify carefully whether endorsers are willing to writing review or they are just driven by averters. Though it is difficult to be distinguished in practice, the administration has made an effort on this issue. The U.S. FTC has revised the Endorsements and Testimonials Guides in 2009 while Taiwan FTC has also revised it in 2013. The latest guidelines require that endorsers should disclose the material (interest) connection if it exists. However, people may doubt about the appropriateness of the regulations.
This study will discuss this main question and provide recommendations to the administration, advisers, endorsers and third part. The second part of this study explains how endorsers influence consumers in assessing source credibility. The third part offers analysis of the guidelines of online endorsements thought source credibility in the U.S. This section also examines the guidelines whether they are constitutional or not, due to the endorsements regulation has controversial infringement of freedom of speech. Then, the fourth part considers the points both the source credibility and the constitutional analysis based on Taiwan guidelines. Finally, the fifth part compares the difference of the guidelines and the constitution between the U.S. and Taiwan. To proposing an alternative rule allows the administration to target its objective without impermissibly burdening protected speech.

一、中文部分
(一)期刊
林子儀，商業性言論與言論自由，美國月刊，第2卷第8期，頁23-33，1987年12月。
胡仲男，新型態廣告規範之研究－以公平交易法為中心，公平交易季刊，第21 卷第3 期，頁143-190，2013年7月。
陳正男、楊宗欣，以模糊多元尺度法衡量消費者對廣告代言人之知覺與偏好，管理評論，第22卷第3期，頁67-89，2003年。
陳仲嶙，商業性言論憲法解釋十年回顧與評析，中原財經法學，第27期，頁101-150，2011年12月。
陳僑舫，商業性言論審查標準之變動－觀察美國1990-2000聯邦最高法院之判決，法學硏究報告合輯(第一輯)司法官，第46期，頁240-249，2007年。
賴祥蔚，商業言論與憲法的言論自由保障，台灣政治學刊，第14卷第1期，頁159-199，2010年。
(二)研討會論文
黃麗霞、張佑薇，讀者說服知識與部落格產品心得文揭露贊助與否對讀者反應之影響，第九屆知識社群國際研討會，2013年。
(三)學位論文
王博鑫，網路不實廣告之規範及其民事責任之研究，中國文化大學法律研究所碩士論文，2008年。
何昭賢，產品屬性、訊息來源對廣告溝通效果的影響，東吳大學企業管理系碩士論文，2000年。
李光勳，廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究，東吳大學企業管理學系碩士論文，2004年。
高雅慧，網路收訊者轉寄行為前因之研究，國立中興大學科技管理研究所碩士論文，2004年。
陳乃瑄，內容虛偽不實或具誤導性之商業性言論之違憲審查，國立清華大學科技法律研究所碩士論文，2012年。
陳怡安，口碑基本概念：以口碑領域文獻為依據，國立台灣科技大學企業管理所碩士論文，2009年。
陳敏郎，廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理研究所碩士論文，2001年。
黃治蘋，有線/衛星電視頻道節目廣告化規制之研究，國立政治大學法律與科際整合研究所碩士論文，2008年。
(四)書籍
Andy Sernovitz著，黃秀媛譯，讓顧客幫你賣--簡單5步驟，以好口碑打造暢銷商品，天下文化出版，2008年。
Ogilvy著，洪良浩、官如玉譯，歐格威談廣告，哈佛企管出版，1993年。
Stephen P. Robbins and Mary Coulter著，林孟彥譯，管理學，華泰文化，2006年。
林子儀，言論自由與新聞自由，元照出版公司，1999年。
林子儀等合著，台灣憲法之縱剖橫切，元照出版公司，2002年。
柳婷，廣告與行銷，五南圖書出版，2005年。
范建得、莊春發，不實廣告，台北市:漢興，1994年。
財團法人資訊策進會編撰，社群原來如此：社群網站的當代潮流與未來趨勢，經濟部技術處，2012年12月。
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楊國樞、文崇一、吳聰賢等，社會及行為科學研究法，臺灣東華，1989年。
葉至誠、葉立誠，研究方法與論文寫作，商鼎數位出版，2011年。
(五)研究成果報告
劉姿汝，對公平交易法不實廣告規範之再檢討(國科會專題研究計畫成果報告編號：NSC94-2414-H005-004)，台北：中華民國行政院國家科學委員會，2005年。
(六)研究調查報告
尼爾森公司，影響消費者購物決策口碑行銷力量大，2010年3月。
尼爾森公司，全球廣告信任度調查，2013年9月17日。
(七)法律條文、判決、大法官解釋等政府資料
公平交易委員會對於薦證廣告之規範說明
公平交易委員會對於網路廣告案件之處理原則
公平交易委員會處分書，公處字第102184號。
司法院釋字第432號解釋，1997年7月11日。
司法院釋字第577號解釋，2004年5月7日。
司法院釋字第623號解釋，2007年1月26日。
司法院釋字第634號解釋，2007年11月16日。
司法院釋字第414號解釋，1996年11月8日。
司法院釋字第414號部分不同意見書，大法官吳庚、蘇俊雄、城仲模。
(八)網路資料
Google快訊服務(http://www.google.com.tw/alerts?hl=zh-tw [March 14, 2014])
中華民國消費者文教基金會，經驗分享？廣告代言？部落格薦證貼文僅38.5％完整明示！，2012年08月1日。(http://www.consumers.org.tw/unit412.aspx?id=1608 [March 12, 2012])
中華民國教育部，重編國語辭典修訂本(http://dict.revised2.moe.edu.tw/cgi-bin/newDict/dict.sh?cond=%B4H%C2%CDandpieceLen=50andfld=6andcat=andukey=-1840185306andserial=1andrecNo=11andop=fandimgFont=1 [March,14 2014])
元照英美法詞典(http://lawyer.get.com.tw/Dic/DictionaryDetail.aspx?iDT=41548[March,14 2014])
公平交易委員會，公平交易委員會對於薦證廣告之規範說明修正規定，2013年11月7日(http://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126anddocid=13014 [May 10, 2014])
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臺北市數位行銷經營協會，2013上半年度台灣整體網路廣告量達62.65億。(http://www.dma.org.tw/Bulletin/NewsDel/171[March 12, 2012])
輔英科技大學圖書館知識庫(http://vrt.ncl.edu.tw/hypage.cgi?HYPAGE=knowledge_detail.htmandidx=1883andlibraryid=15[March 12, 2012])
蘇柏毓，美國FTC 修正廣告使用推薦與見證指南，資策會科技法律研究所，2009年12 月。(http://stli.iii.org.tw/ContentPage.aspx?i=3184 [April,9 2014])
蘋果日報，蘋果臥底，揭網路寫手，滲透56論壇扮路人推薦「十分惡劣」，2013年07月05日(http://www.appledaily.com.tw/appledaily/article/headline/20130705/35128572/ [May 10, 2014])
二、英文參考文獻
(一)期刊
Feick, L., and Higie, R. A. (1992), The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments about Endorsers, Journal of Marketing, 21(2), p.9-24.
Freiden, Jon B. (1984), Advertising Spokesperson Effects：An Examination of Endorser Type and Gender on Two Audiences, Journal of Advertising Research, 24(5), p.33-41.
Friedman, H. H., and Friedman, L. (1979), Endorser Effectiveness by Product Type, Journal of Advertising Research, 19(5), p.63-71.
Grant McCracken (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16(3), p. 310-321.
Jason Goldstein (2011), How New FTC Guidelines on Endorsement and Testimonials Will Affect Traditional and New Media, Cardozo Arts and Entertainment Law Journal,28(3), p.609-626.
Jessica Godell (2010), Consumer-Generated Media and Advertising--are They One and the Same? An Analysis of the Amended FTC Guides, John Marshall Review of Intellectual Property Law, 10(1), p.207-230.
John C. Mowen and Stephen W. Brown (1981), On Explaining and Predicting the Effectiveness of Celebrity Endorsers, Advances in Consumer Research, 8, p.437-441.
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(二)書籍
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Heider, F., The Psychology of Interpersonal Relations, New York: Wiley, (1958).
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(三)研究調查報告
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(四)法律條文、判決等政府資料
FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising, 16 C.F.R. § 255
Guides Concerning the Use of Endorsements and Testimonials in Advertising, 74 Fed. Reg. (Oct. 15, 2009)
FTC v. Garvey et al., 383 F.3d 891 (9th Cir. 2004).
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Virginia State Pharmacy Board v. Virginia Citizens Consumer Council, 425 U.S. 748 (1976).
Amalgamated Food Emps. Union Local 590 v. Logan Valley Plaza, Inc., 391 U.S. 308, 336 (1968)
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(五)網路資料
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