论美国对垃圾食品广告的规制

发布时间：2018-03-30 20:12

本文选题：垃圾食品　切入点：电视广告　出处：《中国社会科学院研究生院》2017年硕士论文

【摘要】：在传媒领域,电视广告是传统媒体的重要宣传手段,商业电视广告对于人们的消费倾向有着重要的影响。儿童由于不具有独立的鉴别能力和意识,极易受到电视节目中垃圾食品广告的影响。近几十年来,在西方国家,电视节目中的垃圾食品广告导致的儿童肥胖病问题一直存在并愈演愈烈,西方国家的政府、立法机构和社会公益团体也针对这一情况,利用批评、抗议、监管和立法等多种手段,限制垃圾食品广告在电视节目中对青少年和儿童的不利影响。美国是世界上肥胖病高发的国家,美国的儿童肥胖问题长期存在且得到社会的广泛关注。美国的现代食品工业发达,传媒行业先进,同时公众的健康意识和自我保护意识也较强。在对垃圾食品广告的监管和规制上,存在着多方的利益博弈。英美法系注重立足于实践的判例法,1990年美国颁布了“儿童电视法案”(Children’s Television Act)对儿童电视节目的相关问题做出规制。美国行政部门中的联邦通信委员会(The Federal Communications Commission)对电视传媒领域具有监管权力,同时联邦贸易委员会(The Federal Trade Communication)对食品工业和电视行业的商业行为有监管权力。本文将从传媒法的角度,研究美国在对垃圾食品广告的规制过程中的各方博弈、具体措施和法律问题,并提出对我国监管垃圾食品广告的行政和立法建议。全文共分为五个部分:第一部分介绍美国从20世纪70年代起对垃圾食品广告的监管历史,包括“儿童电视法案”(Children’s Television Act)的颁布和内容,儿童肥胖问题媒体特别工作组的成立及职能,分析垃圾食品广告和儿童群体市场中间的各方利益纠纷。第二部分研究了美国联邦通信委员会(The Federal Communications Commission)和联邦贸易委员会(The Federal Trade Communication)在处理垃圾食品广告问题中遇到的困境,分析其背后的部门职能界限和法律适用问题。第三部分介绍了英国对垃圾食品广告的监管部门和监管措施,英国对待垃圾广告的态度更加严厉,政策措施十分严格,本节将分析英国的举措对美国的影响和启发。第四部门介绍了美国对于垃圾食品广告限制的法律问题和行政举措。法律问题方面主要分析了对食品行业和广告行业就垃圾食品广告的商业言论做出限制的合宪性与合法性分析,并重点介绍了美国联邦法院限制商业言论是否合法的标准:Central Hudson analysis四步测试法。行政举措方面介绍了美国现有的针对垃圾食品广告和保护儿童健康的限制性措施。第五部门总结了垃圾食品广告导致儿童肥胖问题的成因,并对我国监管垃圾食品广告提出法律意见。
[Abstract]:In the field of media, television advertising is an important means of propaganda in traditional media. Commercial television advertising has an important impact on people's propensity to consume. In recent decades, the problem of childhood obesity caused by junk food advertising in television programs has been increasing in western countries. Western governments, Legislatures and public welfare groups have also taken advantage of criticism, protest, regulation and legislation in response to this situation. Limit the adverse effects of junk food advertising on teenagers and children on television. The United States is the world's most obese country. The problem of childhood obesity in the United States has long existed and has received extensive attention from the society. The modern food industry in the United States is well developed, and the media industry is advanced. At the same time, the public's awareness of health and self-protection is also relatively strong. In the regulation and regulation of junk food advertising, There is a multi-interest game. The Anglo-American law system focuses on the case law based on practice. In 1990, the United States enacted the Children's Television Act to regulate the issues related to children's television programs. Federal Administration in the United States. The Federal Communications Commission has regulatory powers in the field of television and media. At the same time, the Federal Trade Communication has the power to regulate the commercial behavior of the food industry and the television industry. From the angle of media law, this paper will study the game between the parties in the regulation of junk food advertising in the United States. The paper is divided into five parts: the first part introduces the history of the supervision of junk food advertising in the United States since the 1970s. This includes the enactment and content of the Children's Television Act, the establishment and functions of the Media Task Force on Child Obesity, The second part studies the difficulties encountered by the Federal Communications Commission (Federal Communications Commission) and the Federal Trade Communication Commission (FTC) in dealing with the problem of junk food advertising. The third part introduces the supervision and control measures on junk food advertising in the UK. The attitude towards junk advertising in Britain is more severe, and the policy measures are very strict. This section will analyze the impact and inspiration of the British measures on the United states. The fourth section introduces the legal and administrative measures of the restriction on junk food advertising in the United states. The legal issues are mainly analyzed to the food industry and advertising agencies. The industry analyzes the constitutionality and legitimacy of restrictions on the commercial discourse of junk food advertisements. It also focuses on the Federal Court's four-step test law on the legality of restricting commercial speech. Administrative measures are also introduced on existing restrictions on junk food advertising and child health protection in the United States. The fifth part summarizes the causes of childhood obesity caused by junk food advertising. And the regulation of junk food advertising in China put forward legal advice.
【学位授予单位】：中国社会科学院研究生院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D971.2;DD912.29

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