不動產買賣不實廣告爭議之探討- 以公平交易法案例為中心

Abstract

本研究旨在深入探討我國不動產買賣實務中，因不實廣告所引發之法律爭議，並聚焦於公平交易法第21條「虛偽不實及引人錯誤表示之禁止」及第25條「利用他人無從得知或難以知悉之情形為顯失公平之行為」的適用與認定標準，進行理論分析與實務案例比較。針對民國109年至113年間公平會之處分書及行政法院判決書，本研究透過以下方法進行資料蒐集與分析：一、系統性蒐集並彙整公平交易委員會於研究期間內對不動產廣告所作出的處分書，分析其違規類型、處理原則與裁罰依據；二、整理行政法院相關判決，探討司法實務對公平交易法構成要件與裁量基準之認定差異；三、參考國內外學術文獻與實務資料，建構理論基礎與比較視野；四、以表格方式編製案件彙整附錄，呈現不同廣告類型違規之分布與變化趨勢。 本研究分析，不動產廣告違規類型主要集中於面積虛增、用途誤導、價格標示不實、建材誇大、周邊環境渲染與贈品承諾不清等複合型態。雖統計資料顯示案件數略低於民國90年至108年間之水準，但違規行為更趨隱晦、包裝更具巧思，導致消費者識別難度提高。此外，本研究將廣告行為主體區分為建設公司、不動產經紀業者及廣告設計業者三類，並就其分別可能涉及之行政責任、民事損害賠償責任與刑事處罰可能性進行法律分析。 本研究建議政府應強化資訊揭露標準，增設關鍵廣告資訊強制揭露要項，並完善廣告前審及抽查機制；同時建議業者自主建立內控機制以降低法律風險，亦應透過教育宣導提升消費者辨識不實廣告之能力。整體而言，唯有建構制度性與資訊面的雙重保障，方能提升房市交易的資訊透明度與公信力，進而穩定交易秩序，降低消費爭議風險，達成公平交易之政策目標。

This study explores legal disputes arising from false or misleading advertisements in Taiwan’s real estate market, focusing on the application of Articles 21 and 25 of the Fair Trade Act. Article 21 prohibits deceptive or misleading claims, while Article 25 addresses unfair practices that exploit consumers' information asymmetry. Between 2020 and 2024, the study systematically collected and analyzed administrative decisions issued by the Fair Trade Commission and rulings from administrative courts. The findings indicate that advertising violations frequently involve exaggerated floor area, misrepresented property usage, false pricing, overstated construction materials, misleading descriptions of the surrounding environment, and ambiguous promotional offers. Although the total number of cases slightly decreased compared to the period from 2001 to 2019, the methods of deception have become more subtle and complex. The study classifies advertising actors into three main categories—developers, real estate brokers, and advertising agencies—and examines their potential administrative, civil, and criminal liabilities. The research concludes that deceptive advertising practices have evolved from simple price-based inducements to multi-faceted misinformation strategies. In response, the study recommends improving disclosure standards, enforcing stronger advertisement review and inspection mechanisms, and enhancing consumer education. These measures are essential for promoting transparency, reducing transaction disputes, and maintaining a fair and trustworthy real estate market.