Legal Regulation Of Online Advertising

With the development of Internet technology growing mature, the developmentof online advertising also grows in a rapid speed. Online publishing means flexibleand diverse mode, rich and specific information, low cost, which make it suitable forrelease of various advertising demand and be able to receive huge economic values.However, illegal advertising and violations of consumer rights issues that lies inonline advertising is under wanton growth at the same time. These problems not onlyimpede the orderly development of online advertising itself, but also influence theDevelopment of entire Chinese advertising and internet industry to a certaindegree. As to the regulation on online advertising in China nowadays, we mainly have"Advertising Law","Advertising Regulations" and related administrative regulations,departmental rules and local regulations concerning network advertisementsupervision. But all these legal norms that mainly regulate traditional advertisingseem to be beyond the reach of power in the online advertising age. With thedevelopment of online advertisement up to now, it is only until recent years thatregulation of illegal online advertising gain gradual attention due to the increasinglyrising problems of illegal advertising. In view of the current development andsupervision of present online advertising in China, legal regulations of it isinsufficient. Therefore, we should revise and perfect the "Advertising Law", set rulesfor the specific acts of online advertisement, clear the subject qualification, improvethe market access system, build up a sound online advertising supervision andmanagement system and promote an orderly and stable development of onlineadvertisement market.The thesis mainly consists of four parts. The first chapter is introduction, whichintroduces online advertising from definition, types, and difference between networkadvertising and traditional advertising. The second chapter discusses the currentsituation of China’s legislation on online advertising regulation, and analyzes relevantproblems such as unclear subject qualification, false content, unfair competition andmandatory spots in the developing process of China’s online advertising. The thirdchapter puts forward solutions with relevant experiences of online advertising fromdeveloped foreign countries and regions and domestic legislation of local practice.