不愿意负担广告证明的义务，是中国广告监管部门怠于执法的一个重要原因。美国上世纪七十年代颁行的广告证实制度则把这种义务分配给了广告商。本文从证明能力、诚实信用原则和信息经济学等角度求证了这一制度背后的法理依据，并认为这是一项比较合理有效的制度安排。本文认为，在当前市场和政府双双推进法治化的背景下，中国可以利用广告证实制度来矫正广告立法当中的一些重大偏误, 提高广告行政监管的效能。

An important reason that Chinese advertising regulatory authority delays in law enforcement lies in that they are unwilling to check whether an advertisement is true or not. While in America, such burden has been taken by advertisers since the Advertising Substantiation Program was issued in 1971. From the perspectives of proving capacity, the good faith principle and the information economics, this paper verifies the legal basis of this program, and concludes that it is especially necessary for Chinese to adopt in the current background of both the market and the government being advanced to be ruled of law, so as to correct some major defects in advertising legislationand enhance the effectiveness of the advertising regulation.