美国网络广告的法律治理

发布时间：2018-04-11 17:42

本文选题：网络广告 + 商业言论　；参考：《环球法律评论》2017年05期

【摘要】：美国互联网被视为传统广告传播媒介的一种,因此在法律制度设计和具体治理等方面并不具有明显特殊性。传统广告的立法、治理主体和机制在网络环境下继续发挥着主导作用。作为商业言论,网络广告受到美国宪法第一修正案的保护,政府立法和监管相应受到限制。网络广告不再受地域限制,根据美国宪法中的"州际贸易"条款,以美国联邦贸易委员会为代表的行政机关,是负责网络广告监管的最主要主体。结合网络广告的特点,美国立法机关和行政机关除了拓展适用既有立法,也适时进行专门立法和及时进行行政指导。美国广告自律监管理事会等行业组织的自律监管和Google等网络平台企业的自我治理,在网络广告治理中发挥着重要作用。美国网络广告的法律治理呈现出事后审慎监管、部门分工协作、治理手段多元、自律治理有效、平台责任规则科学等特点,推动了美国网络广告持续快速稳定发展。
[Abstract]:American Internet is regarded as a kind of traditional advertising media, so it has no obvious particularity in legal system design and concrete governance.Traditional advertising legislation, governance and mechanism in the network environment continues to play a leading role.As business speech, online advertising is protected by the first Amendment of the U.S. Constitution, and government legislation and regulation are restricted accordingly.Internet advertising is no longer subject to geographical restrictions. According to the "interstate trade" clause in the United States Constitution, the administrative organ represented by the Federal Trade Commission of the United States is the main body responsible for the supervision of online advertising.In combination with the characteristics of online advertising, American legislatures and administrative organs not only extend and apply the existing legislation, but also timely carry out special legislation and timely administrative guidance.The self-regulation of industry organizations such as the Council of Self-regulation of Advertising in the United States and the self-governance of enterprises on network platform such as Google play an important role in the governance of online advertising.The legal governance of American online advertising shows the characteristics of prudent supervision, division of labor and cooperation among departments, multiple means of governance, effective self-discipline, scientific rules of platform responsibility, etc., which promote the sustained, rapid and stable development of American online advertising.
【作者单位】：中国社会科学院法学研究所;
【基金】：2017年度国家社会科学基金一般项目“网络平台治理法律理论构建和应用研究”(17BFX166)的研究成果
【分类号】：D971.2;DD912.29

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