新广告法规中互联网广告概念的合理性辨析——以电子商务网站销售页面信息为中心

发布时间：2018-07-25 21:22

【摘要】：2015年《广告法》进行了新的修订,2016年广告法的配套法规《互联网广告管理暂行办法》颁行。新广告法规中互联网广告的概念过度扩张,缺乏合理性,以电子商务网站销售页面的信息为例,由于互联网广告概念的扩张,导致互联网广告与非广告信息界限模糊,影响了法律的可预期性。同时,互联网广告概念的扩张会导致严格的广告规制进入电子商务领域,造成种种不良后果。最后,即使互联网广告概念不扩张,电子商务网站销售页面信息不被认定为广告,《反不正当竞争法》等其他法律也可以对销售页面的虚假信息进行规制,保护消费者的权益,实现与广告法规制相同之目的。
[Abstract]:In 2015, the Advertising Law was revised, and the relevant regulations of the Advertising Law of 2016, interim measures for Internet Advertising Management, were promulgated. The concept of Internet advertising in the new advertising regulations is excessively expanded and lacks rationality. Taking the information on the sales pages of e-commerce websites as an example, because of the expansion of the concept of Internet advertising, the boundary between Internet advertising and non-advertising information is blurred. Affected the predictability of the law. At the same time, the expansion of the concept of Internet advertising will lead to strict advertising regulation into the field of electronic commerce, resulting in a variety of adverse consequences. Finally, even if the concept of Internet advertising is not expanded, the information of e-commerce website sales pages is not recognized as advertising, and other laws, such as Anti-unfair Competition Law, can regulate the false information of sales pages and protect the rights and interests of consumers. Achieve the same purpose as the regulation of advertising law.
【作者单位】：广东外语外贸大学;广东金融学院法学院;
【基金】：国家社会科学基金项目“网络平台治理法律理论构建和应用研究”(17BFX166) 广东省普通高校创新强校特色创新类项目“网络广告市场知识产权问题研究” 广东金融学院创新强校项目“新形势下互联网广告治理研究”
【分类号】：D922.294

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