我国植入式广告监管法律制度研究

发布时间：2018-03-26 15:40

本文选题：植入式广告　切入点：传统广告　出处：《海南大学》2017年硕士论文

【摘要】：在信息多元化的互联网时代,植入式广告展现出独有的优势和潜力,成为广告界的新生力量,受到全球各地商家和媒体的追捧。我国植入式广告的发展尚处于起步阶段,但发展迅速,致使现有法律己呈现出一定的滞后性,行业自律也无从谈起,在广告运行的过程中出现了很多问题。因此,对植入式广告的法律监管具有十分重要的研究意义。本文通过对概念、特征、主要载体的剖析,对侵犯消费者权益的阐述,以及对现有监管法律制度的介绍,找出现存的监管问题。再通过对各国植入式广告管理的综合比较分析,找到可以借鉴之处,提出关于我国植入式广告法律监管的可行性建议。除引言和结语外,全文主要有以下四个部分:第一部分是介绍植入式广告的内涵、载体、特征以及对消费者合法权益的侵害。先提出了植入式广告的概念,对其性质、历史发展进行简要介绍,然后以影视、网络、图书等载体中的植入式广告为例,形象具体的剖析各种形式的植入式广告,总结出隐蔽性、渗透性、有偿性的特征,在此基础之上阐述其对消费者权益的侵害。第二部分是对我国植入式广告监管法律制度的现状进行分析,剖析目前我国在这一领域的立法情况和监管程度,然后根据现有情况,从中总结出现存监管法律制度的缺陷,找到监管不力的问题所在,为下文的建议指引方向。第三部分为外国植入式广告的监管法律制度及其借鉴。各国对植入式广告的监管都有自己的特色。美国虽有监管体系,但执行不严格。英国对植入式广告的态度较为严苛,有明确详尽的法律规定。日本则主要依靠行业自律。我国可以从各国经验中取长补短,加强自身建设。第四部分是健全我国植入式广告监管法律制度的建议。在对以上内容的分析阐述后,根据问题寻找对策,提出了自己的几点建议,即可以通过明确将植入式广告纳入监管对象、借鉴英美植入式广告强制性规范、完善行政监督与行业自律、强化社会监督、明确责任主体方面完善对植入式广告的法律监管。
[Abstract]:In the era of information diversification, implantable advertising shows its unique advantages and potentials, and becomes a new force in the advertising world, which is sought after by merchants and media from all over the world. The development of implantable advertising in China is still in its infancy. However, the rapid development of the existing laws has shown a certain lag, industry self-discipline can not be discussed, in the process of advertising there are a lot of problems. It is of great significance to study the legal supervision of implantable advertising. This paper analyzes the concept, characteristics, main carriers, expounds the infringement of consumers' rights and interests, and introduces the existing regulatory legal system. Find out the existing regulatory problems. Then through the comprehensive comparative analysis of the management of implantable advertising in various countries, find out what can be used for reference, and put forward some feasible suggestions on the legal supervision of implantable advertising in China. The first part introduces the connotation, carrier, characteristics and infringement on the legitimate rights and interests of consumers. Firstly, the concept of implantable advertising is put forward, and its nature and historical development are briefly introduced. Then take the embedded advertising in the media of film, television, network, books and so on as an example, analyze concretely the various forms of implantable advertisements, sum up the characteristics of concealment, permeability, and compensation. The second part is to analyze the current situation of the legal system of implantable advertising supervision in our country, analyze the current legislative situation and the degree of supervision in this field, and then according to the existing situation, From this, we summarize the defects of the existing regulatory legal system, and find out where the problems lie in the weak supervision. The third part is about the regulatory legal system of foreign implantable advertising and its reference. All countries have their own characteristics in the regulation of implantable advertising. Although the United States has a regulatory system, But the enforcement is not strict. Britain's attitude toward implantable advertising is more stringent, with clear and detailed legal provisions. Japan, on the other hand, mainly relies on industry self-discipline. China can learn from the experience of other countries to make up for its weaknesses. The fourth part is the suggestion of perfecting the legal system of our country's implantable advertisement supervision. After analyzing and expounding the above contents, the author puts forward some suggestions according to the problems. That is to say, we can improve the administrative supervision and industry self-discipline, strengthen the social supervision, clear the responsibility of the main body to perfect the legal supervision of the placement advertising by explicitly bringing the implantable advertisement into the supervision object, drawing lessons from the mandatory norms of the British and American implantable advertising, perfecting the administrative supervision and self-discipline of the industry.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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