商業言論與憲法的言論自由保障

Commercial Speech and Constitutional Protection of Freedom of Speech

10.6683/TPSR.201006.14(1).159-199

賴祥蔚(Weber H. W. Lai)

商業言論 ； 廣告 ； 言論自由 ； 憲法 ； 第一修正案 ； commercial speech ； advertising ； freedom of speech ； Constitution ； First Amendment

台灣政治學刊

14卷1期（2010 / 06 / 01）

159 - 199

繁體中文

言論自由普遍受到民主國家的憲法明文保障，這是因爲言論具有重要價值。然而，商業言論是否享有憲法言論自由條款的賦予完全保障，其實頗有疑義，這個議題與商業言論的價值高低有關。回顧美國經驗，從主張商業言論享有憲法對言論自由的保障至今，不只學界對其定義、價值與受到保障的程度尚未形成一致見解，最高法院過去六十多年的判決也頗有改變，對於此一議題仍存在不少爭議。相較於美國已經出現頗多判例與詮釋，台灣關於商業言論的憲法解釋與學界研究則相對有限，本文之目的，正在於回顧與分析論美國的商業言論發展經驗，並且對照台灣的相關進程，從而提出討論與建議。

In recent years, the U.S. Supreme Court's treatment of commercial speech has undergone transformations, from total non-protection under the First Amendment to less protection or even to qualified protection. However, why is commercial speech entitled to only less protection? The transformations indicate that commercial speech may not be less valuable than political speech according to truth or individual rationale but not democratic rationale. Even though the Court has not been unanimous on the issue, there are plenty of important precedents and studies in the U.S. Despite significant alterations in judicial outcomes in recent years, certain aspects of commercial speech may be much the same as before, and the theoretical justification for this deferential approach has thus far not been clearly spelled out. Compared with that, Judicial Yuan interpretations and academic discussions on commercial speech are still limited in Taiwan. This paper will sum up the main treatments of the Courts and review the main claims and viewpoints of that topic in both countries.

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