표시광고법상 소비자 개념의 재검토와 B2B, B2C 규제에 관한 연구 = A Study on the Re-Examination of the Concept of ‘Consumer’ under the Act on Fair Labeling and Advertising and the Systematic Transfer of B2B Advertising Regulation

국문 초록 (Abstract)

현대 자본주의 시장경제에서 표시⋅광고는 상품 및 용역의 정보를 전달하는 핵심적 인 수단이다. 그러나 현행 ｢표시⋅광고의 공정화에 관한 법률｣(이하 표시광고법)은 소비자 개념을 매우 포괄적으로 정의함으로써, 전통적인 의미의 최종 소비자인 개인뿐 만 아니라 사업자적 지위에 있는 주체들까지 규제 보호의 범주로 포함하고 있다. 이러 한 해석은 정보 비대칭성 해소라는 순기능을 수행하기도 하였으나, 전문성을 갖춘 사업자 간 거래(B2B)를 소비자인 개인과의 거래(B2C)와 구별하지 못하였고, 공정거래 저해성 요건은 형해화되었다. 본 연구는 ｢소비자기본법｣과 ｢표시광고법｣상 소비자 개념을 정밀 비교하고, 국내외 판례 및 입법례를 통해 사업자의 소비자성 인정 논리를 분석한다. 연구 결과로서 표시광고법의 보호 대상인 소비자 개념을 일반 소비자인 개인(B2C)으로 한정하여 소비자 보호법으로서의 정체성을 강화하고, 사업자 간의 광고 행위는 공정거래법의 부당한 고객유인 금지 조항이나 부정경쟁방지법의 성과물 도용 행위 등으로 이관하여 규율하는 것이 법체계적 정합성에 부합함을 제시한다.

다국어 초록 (Multilingual Abstract)

A study on the re-examination of the concept of ‘consumer’ under the Act on Fair Labelling and Advertising and the systematic transfer of B2B advertising regulation. Focusing on the organic interpretation within the framework of the Consumer Protection Act, the Fair Trade Act and the Unfair Competition Prevention Act.
In the modern capitalist market economy, labelling and advertising are critical instruments for conveying information about goods and services, while maintaining competitive market order. However, the current Act on Fair Labelling and Advertising (hereafter referred to as the ‘AFLA’) defines the term ‘consumer’ so broadly that it encompasses not only individual end users, but also entities acting in a business capacity, such as franchise applicants and commercial building contractors. While this expansive interpretation has served to protect the economically disadvantaged by mitigating information asymmetry, it has been criticised for undermining the principle of private autonomy in business-to-business (B2B) transactions, as well as causing functional overlap and legal confusion with the Fair Trade Act and the Unfair Competition Prevention Act.
This study provides a precise comparative analysis of the concept of consumers under the Framework Act on Consumers and the AFLA. It also examines the logic and limits of recognising the consumer status of business entities through domestic and foreign precedents. The findings suggest that the concept of consumer under the AFLA should be limited to individual consumers (B2C) in order to strengthen its identity as a consumer protection law. Concurrently, deceptive advertising between business entities should be regulated under the ‘undue inducement of customers’ provisions of the Fair Trade Act, or the ‘misappropriation of results’ and supplementary general provisions of the Unfair Competition Prevention Act.
This systematic transition is proposed to enhance legal consistency and market efficiency by realigning B2B transactions.