社会共治视阈下网络广告市场规制

发布时间：2018-05-07 01:42

本文选题：社会共治 + 网络广告　；参考：《学术交流》2017年05期

【摘要】：网络广告以传统广告无可比拟的技术优势异军突起,成为电子商务时代产品销售的重要媒介,如何对其有效监管已经成为当今一个重要的问题。然而根据现行法律规定,我国广告监管仍属于单一的政府监管模式,该种模式在网络广告领域,无论理论上还是实践中都存在问题,亟待创新新的市场规制机制加以解决。通过对网络广告市场规制涉及的法律、政府、广告主体、消费者、行业组织、媒体等各层面存在的问题进行深刻分析,本着多元、平等、协调、有序的原则,构建网络广告的市场规制机制。市场规制机制构建主要包括:健全法律法规;政府转变职能,强化引导;广告主体增强意识,重塑责任;行政组织加强自律,主动沟通。
[Abstract]:With the unparalleled technical advantages of traditional advertising, network advertising has become an important medium for product sales in the era of electronic commerce. How to supervise it effectively has become an important issue today. However, according to the current laws and regulations, advertising supervision in China is still a single mode of government regulation. There are problems in the field of online advertising, both in theory and in practice, which need to be solved by innovating the new market regulation mechanism. Through the deep analysis of the law, government, advertising subject, consumer, industry organization, media and other aspects of the regulation of online advertising market, and based on the principle of pluralism, equality, coordination and order, Construct the market regulation mechanism of network advertisement. The construction of market regulation mechanism mainly includes: perfecting laws and regulations; changing government's function and strengthening guidance; strengthening advertising subject's consciousness and remolding responsibility; administrative organization strengthening self-discipline and actively communicating.
【作者单位】：东北农业大学经济管理学院;黑龙江八一农垦大学思政教研部;
【基金】：黑龙江省哲学社会科学研究规划项目“农产品质量安全共治的法治逻辑与制度需求研究”(16FXE08)
【分类号】：F713.8

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