我国自媒体广告的法律规制研究

发布时间：2018-06-12 17:18

本文选题：自媒体广告 + 法律规制　；参考：《西南科技大学》2017年硕士论文

【摘要】：自媒体广告伴随着传播新技术飞速发展,并因其丰富的平台形式、低廉的成本、裂变式的传播和更为隐蔽的传播方式等特性备受广告主青睐。但同时,我国相关法律规制的薄弱助长了自媒体广告市场的无序发展,呈现虚假广告泛滥、诈骗广告猖獗、不正当竞争频发以及隐私权遭受侵犯等等乱象,严重侵害市场主体权益,扰乱市场秩序,其背后的根源是我国自媒体广告法律规制存在主体界定不清晰、认定标准不明确、处罚裁量标准不合理、行政处罚管辖权不易确定、隐私权界限难以把握等重重难题。本文在深刻反思我国自媒体广告法律规制存在问题的基础上,通过考察欧盟及其成员国、美国和日本等国关于自媒体广告的法律规制,汲取教训,总结经验,力图从明确以诚实信用为首要准则、强化广告明示义务、严格定义虚假广告、加强个人信息保护和引入纠正性广告制度等方面着手进一步完善新《广告法》相关制度,并通过厘清自媒体广告主体的法律责任、确立市场准入制度、加大自媒体平台的审查义务、明确监管机构管辖协作内容等途径创制有针对性的自媒体广告法律制度,以期对我国自媒体广告法律规制的完善有所裨益。
[Abstract]:With the rapid development of new communication technology, media advertising is favored by advertisers because of its rich platform form, low cost, fission transmission and more subtle communication. But at the same time, the weakness of the relevant laws and regulations in our country has contributed to the disorderly development of the media advertising market, presenting the disorder of false advertising, rampant fraud advertising, frequent unfair competition and the infringement of privacy, and so on. The root behind the serious infringement of the rights and interests of the market subject and the disturbance of the market order is the unclear definition of the subject in the legal regulation of self-media advertising in our country, the uncertainty of the standard of cognizance, the unreasonable standard of the punishment discretion, and the difficulty of determining the jurisdiction of the administrative punishment. Privacy limits are difficult to grasp and other difficult problems. On the basis of deep reflection on the problems existing in the legal regulation of self-media advertising in our country, this paper studies the legal regulation of self-media advertising in the European Union and its member States, the United States and Japan, and draws lessons and sums up experience. This paper tries to further improve the new advertising law from the following aspects: making good faith as the primary criterion, strengthening the explicit obligation of advertising, strictly defining false advertisement, strengthening personal information protection and introducing corrective advertising system. And by clarifying the legal responsibility of the main body of media advertising, establishing the system of market access, increasing the obligation of censorship of the media platform, and clarifying the regulatory bodies' jurisdiction over the cooperative content, they create a targeted legal system of self-media advertising. In order to improve the legal regulation of self-media advertising in China.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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