Government Action In False Advertising Governance Research

This article mainly aims at the exaggerated advertisement which in the present our country advertisement market a series of is dazzled. These advertisements cause our general consumer depth its evil, does not favor our advertisement market the standard development and prosperous, has harassed the socialist market economy order accord development seriously; The advertisement is not only the economic product but also one cultural product. The advertisement is a socialist morality construction part. Even more importantly, it has the faced responsibility to guides our populace's expense value idea. Therefore, how does the standard advertisement market's development, reduce the exaggerated advertisement, is not only a government's pressing task, is also the general scholar universal attention hot topic.This article utilizes one of The Public Management Theory-------"thegovernment failure" and the socialist market economy theory to analyze and discuss the basic reasons of the widespread exaggerated advertisement in ourcountry present stage------our government's supervision system which appearsthe question ,with the research technique which the theory and the practice unify. Our government has not definited own position, during supervising the advertisement market, when they should take their measures, they do not. When they should not take their measures, they actually carry on the offside supervision. So "the government failure" question is coming into being. To solve this problem,then must reform the government------to form the complete advertisement legalframework, establish effective advertisement supervisory mechanism as well as launch all sorts of society strengths to servile the advertisement market ,in order to found Omni-directional management by supervision .