我国网络广告法律规制问题研究
发布时间：2018-09-01 20:34
【摘要】：网络广告指的是广告发布者使用互联网操作技术将广告发布在网络中,其发布形式多种多样,例如多媒体公放、网页弹出、超链接、广告浮动标志等。与传统媒体相比,网络媒体有着自身独特的性质,二者在许多方面都存在明显的差异,例如信息供需方式、时空限制、主体参与性等。与传统广告相比,网络广告拥有更多的特性,例如冲突性、无控性和可链接性等。通常可依照不一样的标准对网络广告进行不同种类的划分。以发布技术作为划分依据,可将网络广告划分为插页型、链接型、按钮型、旗帜型等；以发布渠道作为划分依据,可将网络广告分为通过电子公告牌、电子邮件、个人网站、网络出版物和其他网络通道发布的广告。 一些发达国家及地区为了使网络广告实现规范化、科学化发展,纷纷制定了相关的法律法规,例如欧盟、德国、日本、美国等。美国为了解决垃圾邮件的发送问题,于2003年制定并实施了《反垃圾邮件法》；德国为了使网络广告主体履行好自身职责,制定和实施了《电信服务适用法》；美国为了使网民的基本权益获得保障,于2001年制定并实施了《网民保护法案》。但目前我国在管理和规范网络广告方面并未取得突出的成果。我国政府应积极学习和借鉴其他国家的成功经验,根据网络广告的发展情况,结合我国特殊的国情,探索和寻找治理网络广告的方法和手段,从而使互联网广告实现健康发展,为网民的合法权益提供科学、有效的法律保障。 目前,我国有关网络广告法律规制中存在的缺陷和问题有：现行立法未明确规定网络广告服务提供者的侵权责任；现行立法对网络广告中的不正当竞争行为的界定不明确；保全和认定网络广告中的电子证据困难；网络中的违法广告肆虐,对网络广告监督管理的力度较弱。 对一些发达国家及地区在治理网络广告方面采取的法律措施和取得的成功经验,在经过分析后提出了一些建议和策略。这些主要有：对网络服务提供者的侵权责任做出明确的规定；对《反不正当竞争法》进行修订和完善,针对网络关键词广告制定适用性法律；对认定和保全网络广告中的电子证据进行完善；以网络广告为对象,构建完善的监督管理体系。
[Abstract]:Network advertisement refers to the advertisement that the advertisement publisher uses the Internet operation technology to publish the advertisement in the network, its release form is various, such as the multimedia public broadcast, the webpage pop-up, the hyperlink, the advertisement floating sign and so on. Compared with the traditional media, the network media has its own unique nature, there are obvious differences between the two in many aspects, such as information supply and demand mode, space-time constraints, subject participation and so on. Compared with traditional advertising, online advertising has more features, such as conflict, uncontrollability and connectivity. Usually according to different standards for different types of network advertising division. With publishing technology as the basis of division, the network advertisement can be divided into insert type, link type, button type, banner type, etc. With the distribution channel as the basis, the network advertisement can be divided into electronic bulletin board, email, personal website, etc. Advertisements published by web publications and other network channels. In order to realize the standardization and scientific development of online advertising, some developed countries and regions have formulated relevant laws and regulations, such as the European Union, Germany, Japan, the United States and so on. In order to solve the problem of sending spam, the United States formulated and implemented the Anti-spam Act in 2003, and Germany formulated and implemented the Telecommunication Service applicable Law in order to make the main body of Internet advertisement perform its own duties. In order to protect the basic rights and interests of Internet users, the United States enacted and implemented the Internet users Protection Act in 2001. But at present our country has not made outstanding achievement in managing and standardizing network advertisement. Our government should actively learn and learn from the successful experiences of other countries, according to the development of network advertising, combined with our special national conditions, explore and find ways and means to govern network advertising, so as to achieve a healthy development of Internet advertising. To provide scientific and effective legal protection for the legitimate rights and interests of Internet users. At present, the defects and problems existing in the legal regulation of network advertisement in our country include: the current legislation does not clearly stipulate the tort liability of the network advertising service provider, the current legislation does not define the unfair competition behavior in the network advertisement clearly; It is difficult to preserve and identify the electronic evidence in the network advertisement, the illegal advertisement in the network is rampant, and the supervision and management of the network advertisement is weak. This paper puts forward some suggestions and strategies after analyzing the legal measures and successful experiences of some developed countries and regions in the management of network advertising. These mainly include: make clear stipulation to the tort liability of network service provider; amend and perfect the Anti-unfair Competition Law; To identify and preserve the electronic evidence in the network advertising to perfect, to network advertising as the object, to build a sound supervision and management system.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294
本文编号：2218278
[Abstract]:Network advertisement refers to the advertisement that the advertisement publisher uses the Internet operation technology to publish the advertisement in the network, its release form is various, such as the multimedia public broadcast, the webpage pop-up, the hyperlink, the advertisement floating sign and so on. Compared with the traditional media, the network media has its own unique nature, there are obvious differences between the two in many aspects, such as information supply and demand mode, space-time constraints, subject participation and so on. Compared with traditional advertising, online advertising has more features, such as conflict, uncontrollability and connectivity. Usually according to different standards for different types of network advertising division. With publishing technology as the basis of division, the network advertisement can be divided into insert type, link type, button type, banner type, etc. With the distribution channel as the basis, the network advertisement can be divided into electronic bulletin board, email, personal website, etc. Advertisements published by web publications and other network channels. In order to realize the standardization and scientific development of online advertising, some developed countries and regions have formulated relevant laws and regulations, such as the European Union, Germany, Japan, the United States and so on. In order to solve the problem of sending spam, the United States formulated and implemented the Anti-spam Act in 2003, and Germany formulated and implemented the Telecommunication Service applicable Law in order to make the main body of Internet advertisement perform its own duties. In order to protect the basic rights and interests of Internet users, the United States enacted and implemented the Internet users Protection Act in 2001. But at present our country has not made outstanding achievement in managing and standardizing network advertisement. Our government should actively learn and learn from the successful experiences of other countries, according to the development of network advertising, combined with our special national conditions, explore and find ways and means to govern network advertising, so as to achieve a healthy development of Internet advertising. To provide scientific and effective legal protection for the legitimate rights and interests of Internet users. At present, the defects and problems existing in the legal regulation of network advertisement in our country include: the current legislation does not clearly stipulate the tort liability of the network advertising service provider, the current legislation does not define the unfair competition behavior in the network advertisement clearly; It is difficult to preserve and identify the electronic evidence in the network advertisement, the illegal advertisement in the network is rampant, and the supervision and management of the network advertisement is weak. This paper puts forward some suggestions and strategies after analyzing the legal measures and successful experiences of some developed countries and regions in the management of network advertising. These mainly include: make clear stipulation to the tort liability of network service provider; amend and perfect the Anti-unfair Competition Law; To identify and preserve the electronic evidence in the network advertising to perfect, to network advertising as the object, to build a sound supervision and management system.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294
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