Study On Legal Regulation Of Network Advertisement

Advertising, market behavior as an economic link will run producers andconsumers together, play a "link" the role of corporate image building, open up themarket to attract consumers to buy a product or service. General dissemination ofadvertising have radio, television, newspapers and magazines, which have been knownto the public. But in recent years, with the advent of the Internet and the wideapplication ofanew form ofadvertisinginto ourlives,which is onlineadvertising.Online advertising is a new form of advertising, it is developed based ontraditional media advertising, the most basic feature is to "network" as the carrier ofadvertising communication. It broke the shackles of traditional media advertising, lowcost, spread fast and wide spread range of optional repeatable advantage, so all theseyears with the rapid development of the situation, gradually being accepted by thepublic and recognized. Its development potential is obvious. However, because thenetwork advertising with the innovation and diversity to the future direction of theadvertising industry caused a lot of negative factors. In1994, China promulgated thefirst law norms campaign," People’s Republic of ChinaAdvertising Law", this law isthe main legal basis for the regulation of the advertising industry market since itsimplementation, the advertising supervision continues to deepen, made to orderhigh-profile achievements. However, since the online advertising and growing footholdin the country after the expansion,"Advertising Law" lag began to emerge. Regulationof traditional advertising model can not apply to one-third of the main activities ofonline advertising regulation, traditional advertising in online advertising is difficult todefine, the principle of territoriality can not be divided for online advertising, theadjustment range is unknown, as well as the relevant provisions of omissions on theconflict of laws applicable, resulting in the online advertising market confusion,accountability difficult. The long run will not only affect the online advertising markethealthy and orderly operation, there may hinder the development of e-commerce. Fromthe start of the general content of online advertising, online advertising on ouroutstanding issues, and what the current status of legislative and regulatory presencemade the introduction, the analysis focuses on the most important stage of onlineadvertising regulation, it is difficult in the difficult discussion of these issues for What measures on legal regulation of online advertising should be taken with greatsignificance. Western countries such as the United States and the European Union andAsia, Singapore, Japan and other countries have gradually matured in understandingthe regulation of online advertising, summarizes the experiences of these countries,governance ofour onlineadvertising has acertain role.Further improve the online advertising regulatory system to meet the needs of thetimes, for the deepening of the socialist concept of rule of law, and promote stable andrapid economic growth has played a positive role. The purpose of this paper is to makethe reader realize that we need as soon as possible to improve the "Advertising Law", asound regulatory system online advertising, a clear accountability of online advertisingactivity of the subject. Learn from foreign regulators through online advertising fromthe reality of our country to make some constructive strategies, including theconstruction of the legal system, law enforcement system, industry self-regulatoryorganizations and social supervision. Finally, given the characteristics of virtual sex,cultivate self-protection ability of consumers to determine in what way the relief, sothat consumers recognize the importance of safeguarding their legitimate rights andinterests.