网络广告的行政监管问题研究
发布时间：2018-11-01 14:22
【摘要】：伴随着互联网信息时代的到来,对网络广告进行有效地行政监管已经成为了当前我国政府部门的一项重要职能。对网络广告进行监管,有利于营造良好的网络广告市场发展环境以及消费者合法权益的保护,也是我国大力发展广告事业的必然要求。目前,我国网络广告市场乱象丛生、鱼龙混杂,虚假广告以及植入式广告对网民权益的侵害屡见不鲜,然而由于我国网络广告监管的相关制度还不健全,使得违法广告现象长期大量存在,严重扰乱了我国正常的经济秩序。如果不及时有效对网络广告进行监管,那么网络广告应有的营销价值就难以全面实现,网络广告市场的发展将会受到阻碍。所以,现实的紧迫性要求我们直面当前网络广告行政监管的现状,借鉴先进国家对网络广告监管的经验,从而提出完善我国网络广告行政监管的具体对策。本文的切入点是网络广告行政监管的基本问题,在通过分析我国网络广告行政监管现状以及存在的问题,并对美国、欧盟、日本等国的网络广告行政监管经验做法进行分析与总结的基础上,提出了完善我国网络广告行政监管的具体建议。本文一共分为四个部分:第一部分:“网络广告行政监管的理论基础”。本部分主要是对网络广告及其监管的概念、特征以及监管的必要性进行论述,以期为后文论述提供理论支撑。第二部分:“我国网络广告行政监管的现状及存在的问题”。本部分通过分析我国对网络广告监管的立法现状和执法现状,从而提炼出在具体监管中存在的突出问题。第三部分:“域外网络广告行政监管的发展现状及经验总结”。本部分通过介绍美国、欧盟和日本在网络广告行政监管方面的具体做法,在此基础上总结出适合我国国情的监管经验。第四部分:“完善我国网络广告行政监管的对策思考”。围绕我国在网络广告行政监管方面存在的突出问题,通过借鉴国外的经验教训同时结合我国目前的监管现状,提出了完善我国网络广告行政监管的具体对策。
[Abstract]:With the advent of the Internet information age, effective administrative supervision of online advertising has become an important function of government departments in China. The supervision of online advertising is conducive to creating a good environment for the development of the online advertising market and the protection of consumers' legitimate rights and interests. It is also an inevitable requirement for the vigorous development of advertising in our country. At present, the online advertising market in our country is full of chaos, mixed up with fish, false advertisement and implantable advertisement encroach on the rights and interests of Internet users. However, because the relevant system of network advertisement supervision in our country is not perfect, The phenomenon of illegal advertising exists for a long time, seriously disrupting the normal economic order of our country. If the network advertisement is not regulated in time and effectively, the marketing value of the network advertisement will not be fully realized, and the development of the network advertisement market will be hindered. Therefore, the urgency of reality requires us to face up to the current situation of network advertising administrative supervision, draw lessons from the experience of advanced countries in the network advertising supervision, and put forward concrete countermeasures to perfect the network advertising administrative supervision in our country. The breakthrough point of this paper is the basic problem of the administrative supervision of network advertisement. By analyzing the present situation and the existing problems of the administrative supervision of network advertisement in our country, the paper also analyzes the problems of the United States, the European Union and the European Union. On the basis of analyzing and summarizing the experience of network advertisement administration supervision in Japan and other countries, this paper puts forward some concrete suggestions to perfect our country's network advertisement administration supervision. This paper is divided into four parts: the first part: the theoretical basis of network advertising administrative supervision. This part mainly discusses the concept, characteristics and necessity of network advertisement and its supervision, in order to provide theoretical support for later discussion. The second part: the present situation and existing problems of administrative supervision of network advertisement in our country. This part analyzes the current situation of legislation and law enforcement of network advertising supervision in China, so as to extract the outstanding problems in the specific supervision. The third part: the development status and experience summary of overseas network advertisement administrative supervision. Based on the introduction of the specific practices of the United States, the European Union and Japan in the administrative supervision of online advertising, this part summarizes the regulatory experience suitable for the national conditions of our country. The fourth part: the countermeasure thinking of perfecting our country network advertisement administration supervision. Focusing on the outstanding problems existing in the administrative supervision of network advertisement in our country, this paper puts forward the concrete countermeasures to perfect the administrative supervision of network advertisement in our country by referring to the experience and lessons of foreign countries and combining with the present situation of supervision in our country.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.82
[Abstract]:With the advent of the Internet information age, effective administrative supervision of online advertising has become an important function of government departments in China. The supervision of online advertising is conducive to creating a good environment for the development of the online advertising market and the protection of consumers' legitimate rights and interests. It is also an inevitable requirement for the vigorous development of advertising in our country. At present, the online advertising market in our country is full of chaos, mixed up with fish, false advertisement and implantable advertisement encroach on the rights and interests of Internet users. However, because the relevant system of network advertisement supervision in our country is not perfect, The phenomenon of illegal advertising exists for a long time, seriously disrupting the normal economic order of our country. If the network advertisement is not regulated in time and effectively, the marketing value of the network advertisement will not be fully realized, and the development of the network advertisement market will be hindered. Therefore, the urgency of reality requires us to face up to the current situation of network advertising administrative supervision, draw lessons from the experience of advanced countries in the network advertising supervision, and put forward concrete countermeasures to perfect the network advertising administrative supervision in our country. The breakthrough point of this paper is the basic problem of the administrative supervision of network advertisement. By analyzing the present situation and the existing problems of the administrative supervision of network advertisement in our country, the paper also analyzes the problems of the United States, the European Union and the European Union. On the basis of analyzing and summarizing the experience of network advertisement administration supervision in Japan and other countries, this paper puts forward some concrete suggestions to perfect our country's network advertisement administration supervision. This paper is divided into four parts: the first part: the theoretical basis of network advertising administrative supervision. This part mainly discusses the concept, characteristics and necessity of network advertisement and its supervision, in order to provide theoretical support for later discussion. The second part: the present situation and existing problems of administrative supervision of network advertisement in our country. This part analyzes the current situation of legislation and law enforcement of network advertising supervision in China, so as to extract the outstanding problems in the specific supervision. The third part: the development status and experience summary of overseas network advertisement administrative supervision. Based on the introduction of the specific practices of the United States, the European Union and Japan in the administrative supervision of online advertising, this part summarizes the regulatory experience suitable for the national conditions of our country. The fourth part: the countermeasure thinking of perfecting our country network advertisement administration supervision. Focusing on the outstanding problems existing in the administrative supervision of network advertisement in our country, this paper puts forward the concrete countermeasures to perfect the administrative supervision of network advertisement in our country by referring to the experience and lessons of foreign countries and combining with the present situation of supervision in our country.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.82
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