Research On The Anomie And Norm Of Internet Pop-up Advertisement

Online pop-up advertising is a new form of online advertising formed under the background of technological innovation of online advertising,awakening of management consciousness and change of marketing concept.With the expansion of the online advertising market,the increase of demand for online advertising and the lag of restriction in China's online advertising market at this stage have led to chaos in the online pop-up advertising market.On the one hand,some internet pop-up advertisements lure internet advertising users with pornographic and vulgar content,which has a certain impact on social good customs.On the other hand,the mandatory pop-up feature of pop-up advertisements and the operation mode of big data and algorithm technology seriously damage the independent option of online advertisement users,threaten the privacy and safety of online users,hinder the legitimate operation of similar operators and disturb the users' peace of online life.At present,China's regulation of online advertising and online pop-up advertising mainly includes the governance basis and relevant laws and regulations,including the network governance concept,network security concept and socialist core values.Relevant laws and regulations include "Advertising Law","General Provisions of Civil Law","Consumer Rights Protection Law" and "Interim Measures for Internet Advertising Management".Since there is currently no special online advertising law in our country,although the above-mentioned laws and regulations have certain restrictive effects on online pop-up advertising,there are still some problems such as unclear responsibility subject,unclear identification standard of illegal content,prohibition criteria for unfair competition by similar operators,vague definition of jurisdiction over online pop-up advertising,etc.Based on this,this article's writing ideas are mainly based on the development status of online pop-up advertisements,discussing the anomie behavior of online pop-up advertisements,and proposing effective measures to regulate online pop-up advertisements based on the existing regulatory basis and laws and regulations.First of all,due to the lack of systematic research on the network pop-up advertisement in the current academic circles in China,the classification and definition of the basic concepts of the network pop-up advertisement are ambiguous,and the related concepts of the network pop-up advertisement have a fundamental role in the research of the network pop-up advertisement.Therefore,in the first part of this paper,based on the existing research and combined with the new changes of the network pop-up advertisement,the generalized concept of the network pop-up advertisement is summarized.It distinguishes four types of web pop-up advertisements:page center type,page bottom right corner type,jump type and web address orientation type.This paper analyzes the five characteristics of the network pop-up advertisement: mandatory communication,high precision of delivery,wide range of communication,diverse audience groups,diverse means of communication,rich content and form of expression,low cost of delivery and production.Secondly,based on the general anomie phenomenon of network pop-up advertisements,the second part of this article studies the anomie phenomenon of network pop-up advertisements from two aspects: moral anomie and legal anomie.Among them,the moral anomie of the online pop-up advertisement includes three aspects: the damage of the online pop-up advertisement to the public order and good customs,the blurring of the boundary between commercial information and news information by the online pop-up advertisement,and the misleading behavior of users by the online pop-up advertisement.The legal anomie of network pop-up advertisement refers to the infringement of the legitimate rights and interests of network users and similar operators by pop-up advertisement.These infringements mainly include the damage of the mandatory pop-up feature of network pop-up advertisement to users' independent option and the intrusion of users' peaceful online life,the threat of pop-up advertisement under algorithm technology to the privacy safety of network users and its obstruction to the legitimate operation of similar operators,etc.Finally,aiming at a series of problems existing in the ethical and legal regulations of online pop-up advertisements.The third part of this article introduces the current status,shortcomings and optimization suggestions of online pop-up advertising specifications.The logic of its writing is to firstly verify the rationality and necessity of the research on the anomie of online pop-up advertisements with the new network governance concept,network security concept and related laws and regulations proposed by General Secretary Xi Jinping in recent years.And then review the current legislative and administrative law enforcement status of online pop-up advertisements in China.In view of the problems of the multi-department joint supervision of the administrative regulatory bodies in the online pop-up advertising regulatory bodies,the unclear definition of powers and responsibilities,the insufficient self-discipline caused by the dual identity of the online pop-up advertising activity bodies,the unsmooth channels of safeguarding rights and the limited regulatory efforts existing in the social regulatory bodies,the corresponding suggestions are put forward to establish professional illegal advertising monitoring institutions,improve the unclear definition of powers and responsibilities of the administrative regulatory bodies,establish a third-party online advertising review body,increase the self-discipline level of the online pop-up advertising activity bodies,pay attention to cultivating consumers' advertising literacy and awareness of safeguarding rights,and expand the scope of the social regulatory bodies.In view of the problem that the subject of responsibility for network pop-up advertisements is unknown among the regulatory objects of network pop-up advertisements,this paper proposes to appropriately expand the scope of definition of pop-up advertisements and clarify the subject responsibility of pop-up advertisements.In view of the imperfection of the current legal norms for network pop-up advertising,this paper puts forward legal rules to improve the information security of network users and suggestions to ensure the information security of network users.Finally,in view of the difficulties in defining the jurisdiction of the online pop-up advertisement and the difficulties in implementing the pre-review mechanism of the online pop-up advertisement,this paper puts forward some suggestions,such as clarifying the jurisdiction of the regulatory authorities,eliminating the obstacles to the jurisdiction of the online pop-up advertisement,and making macro-control by the administrative department for industry and commerce to ensure the implementation of the pre-review mechanism and smooth channels for safeguarding rights.