金控公司在我國金融版圖上具有整合金融產業資源的關鍵地位，究否能夠發揮促進我國金融競爭力，轄下次元組織的共同行銷尤為重要。尤其涉及聯合或搭售等行銷行為之規範'關乎金融業之經營空間，而應如何兼顧競爭秩序與金融業活力，正突顯了金融政策與競爭政策衝突之所在，當有所衝突時，應如何加以調和？公平交易法與金融控股公司法已有所指示。 另金控公司共同行銷之活動，有可能侵害競爭秩序之公平，亦可能侵害消費者權益或是兩者交錯者，就侵害消費者權益部份，公平法是否有適用餘地？學者通說以為，消費者權益之保護僅是反射利益之說法，本文係採取反對之立場。 其次，本文欲從美國法制出發，對於傳統反托斯法體系受消費者保護概念而因此轉變之過程；及當金融業提供金融商品或服務時，可能關涉之規範，例如關係企業間有否聯合行為之適用、金控集團內資訊流用時，客戶隱私權如何保障、搭售行為、不實廣告…，等一一加以介紹、分析，雖美國之判例及學說未必能完全引進並適用於我國，然這無損於其價值，蓋除了可窺知先進國家之立法潮流趨勢，亦對於我國執法及日後修法方向有莫大段發作用。 最後，針對前述所提到之諸多議題，我國法 (主要仍是以公平交易法為主) 應如何解釋適用，且回應到美國法制之規範，以為本文之結論。

The Financial Holding Company Law (FHCL) of Taiwan allows for the establishment of financial holding companies and the ownership of such subsidiaries as banks, insurance companies, securities firms, and other financial institutions. The cross­selling of financial products and services shall be permitted under the financial group structure. In addition, information, personnel, and equipment may also be shared under the same roof. However, certain conflicts with regard to the application and enforcement of the Fair Trade Law and the FHCL do arise when it comes to merger controls and the cross-selling of financial groups under the FHCL. Part Ⅰ of this paper presents conflicts vis-à-vis financial policy and competition policy and suggests that mechanisms toward harmonization should be established. Part Ⅱ analyzes the relevant parts of the Fair Trade Law that not only protect fair competition but also consumer welfare. Part Ⅲ focuses on recent innovations in financia1 policy and the Anti-trust Law of the U.S.; it also looks at the most important regulations in the U.S., such as intra-enterprise conspiracy, tying arrangements, privacy policy, and misleading advertising. Finally, Part Ⅳ discusses the application of the Fair Trade Law to financial groups in Taiwan, while making reference to the relevance of certain regulations in the U.S. as well.