华北电力大学学报(社会科学版)

日本禁止性保险销售行为规制体系同时约束保险公司、保险销售人在信息提供与销售流程中的行为。前者包括禁止虚假告知重要事项、误导性产品比较、对不确定事项作断定的判断等；后者涉及禁止妨碍投保人履行告知义务、不当转换销售及特别利益提供等。其规范演进体现为通过保险业法及相关规范性文件与法律体系的衔接，实现刑罚导向转向多层次“要件—效力”程式的规范模式。这一体系具有自我指涉特征，其与积极的保险销售行为规制结合，形塑了保险销售行为的应然样态：“合法”符码通过意向把握义务与说明义务塑造应然销售流程，“非法”符码则聚焦行为排除功能。日本模式的启示在于，我国应突破现有抽象立法模式，细化禁止性条款类型化标准，建立法律规范与行业指引的联动机制，通过功能分化的制度设计，实现保险销售合规监管与市场活力的动态平衡。

Japan's prohibitive regulatory system for insurance sales behavior concurrently governs the conduct of both insurance companies and sales agents during information provision and throughout the sales process. For insurance companies, the regulations prohibit practices such as the false disclosure of material facts, misleading product comparisons, and the conclusive judgment on uncertain matters. For sales agents,the prohibitions address issues such as impeding policyholders' disclosure obligations, engaging in improper cross-selling, and offering undue special benefits. The evolution of this regulatory framework is evidenced by the integration of the Insurance Business Act with related normative documents and legal provisions,facilitating a shift from a penalty-oriented model to a multi-layered "elements–effect" procedural regulatory paradigm. This system exhibits self-referential characteristics and, when combined with proactive regulatory measures, shapes the normative conduct of insurance sales: the "legal" code is structured through obligations of intent determination and disclosure, while the "illegal" code emphasizes the exclusion of undesirable behaviors. The Japanese model suggests that domestic legislation should move beyond its current abstract framework by refining the typified standards of prohibitive clauses and establishing a dynamic linkage between legal norms and industry guidelines. Through such functionally differentiated institutional design, a dynamic balance between regulatory compliance and market vitality in insurance sales can be achieved.