我国《广告法》面临的挑战及其应对

发布时间：2018-05-03 19:28

本文选题：广告法 + 广告规制模式　；参考：《湘潭大学》2015年硕士论文

【摘要】：1995年《广告法》实施以来,距今已经过去很多个年头了。在这期间,广告业得到了迅速地发展,广告为我国社会主义市场经济建设取得亮眼成绩的同时,我们也不可忽视已经出现的众多违法广告现象和问题。学界内对于传统的违法广告问题都已经做出了详尽的探讨,并且提出了许多完善立法的意见和建议。但是这些学术研究大多都只是在阐述违法广告现象以及如何通过立法进行改善的层面,鲜有对我国《广告法》的规制特点以及模式做出研究,探讨这些违法广告现象屡禁不止的深层次的原因。2015年第十二届全国人大常委会第十四次会议上通过了新《广告法》修订的审议,并定于2015年9月1日起开始实行。但不论是旧《广告法》还是修订过后的新《广告法》都并没有看到其真正的问题所在,只是在广告内容与准则上进行了立法完善和补充,以解燃眉之急。因此我们很有必要搞清楚以下三个问题:我国的广告法律规制模式是怎样的。在这样的规制模式下我们难以解决哪些问题。以及怎样的广告法律模式变革才更为合适。我国《广告法》修订的关键并不是对内容的充实和细化,而是在充分分析我国广告规制模式的特点与其限制之后改变现有的规制模式。《广告法》相较旧《广告法》在内容的补充、调整和用词的精准度上都有了很大的变化,并且将许多当下的热点问题纳入到了《广告法》的规制范围之内。但即便如此,现行《广告法》的规制模式仍然存在弊端,修订过后的律法在当前环境下仍旧面临着三大难以应对的挑战:《广告法》的规制对象难以准确厘定;广告真实性原则难以从根本上贯彻;消费者权益保护问题难以解决。因此,在建立和完善特殊立法还存有缺陷的情况下,另辟蹊径,转换固有的广告法律规制模式,来寻找一条更为适合我国基本国情和广告环境的广告规制模式。加快解决我国《广告法》所面临的难题的速度,切实保障消费者权益,促进广告业的健康有序发展。
[Abstract]:Since the implementation of the Advertising Act in 1995, many years have passed. During this period, the advertising industry has been rapid development, advertising for the socialist market economy construction in China has made brilliant achievements, we can not ignore the emergence of numerous illegal advertising phenomena and problems. Academic circles have made a detailed discussion on the traditional illegal advertising, and put forward a lot of suggestions and suggestions to improve the legislation. However, most of these academic studies are just to elaborate the phenomenon of illegal advertising and how to improve it through legislation. There is little research on the regulatory characteristics and models of China's Advertising Law. In 2015, the 14th meeting of the standing Committee of the Twelfth National people's Congress adopted the review of the revision of the new "Advertising Law", which is scheduled to take effect from September 1, 2015. However, neither the old advertising law nor the revised advertising law has seen the real problem, but has made legislation perfect and supplemented on the content and standard of advertisement to meet the urgent need. Therefore, we need to find out the following three questions: what is the legal regulation model of advertising in our country? In such a regulatory model we are difficult to solve what problems. And what kind of advertising legal model change is more appropriate. The key to the revision of China's Advertising Law is not to enrich and refine the content. But after fully analyzing the characteristics and limitations of advertising regulation mode in our country, the existing regulation mode has been changed. Compared with the old advertising law, the content supplement, adjustment and precision of words have been greatly changed. And a lot of current hot issues are brought into the scope of regulation of Advertising Law. But even so, the regulation mode of the current Advertising Law still has some drawbacks, and the amended Law still faces three challenges in the current environment: the regulation object of the Advertising Law is difficult to determine accurately; The principle of advertising authenticity is difficult to implement fundamentally, and the protection of consumer rights and interests is difficult to solve. Therefore, under the condition that the establishment and perfection of the special legislation still has defects, we should seek a more suitable advertising regulation model for our country's basic national conditions and advertising environment by changing the inherent advertising legal regulation mode. It is necessary to accelerate the speed of solving the problems faced by China's Advertising Law, ensure the rights and interests of consumers, and promote the healthy and orderly development of the advertising industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

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