Research On The Legal Issues Of Advertising Agency

Advertising agency is commercial agency legislation and an important means to ensure the healthy operation of the advertising industry. Our country launched advertising agency system in the nineties of last century for promoting the development of the advertising industry and with international standards. Advertisers, advertising agents and advertisement publishers as tripartite body of advertising agency, will face some problems. To solve these problems, we need an in-depth understanding of the advertising agency theory, profound analysis of the current situation and practical reasons of the various problems. This article is trying to make efforts in these areas.The first part introduces the basic theory of the advertising agency, first narrative the definition and establishment of advertising agency and then discusses the advertising agency’s commercial agency attributes, followed pointed out the difference between commercial agent and civil agent, and described its legal characteristics, finally, analysis the value of advertising agency.The second part describes the legal relationship and contents of the advertising agency, analysis the premise and special requirements of its producing, and discusses the subject matter and the legal consequences of the termination of it, finally, introducing the content of advertising agency legal relationship, that the rights and obligations of tripartite body based advertising agency and advertising contract.The third part analyzes the issue about advertising agency, including advertising agency contract issues, regulatory issues, unfair competition issues, and the issues about false advertising, comprehensive analysis the status and complete picture of the problems, and laying the foundation for analyzing the reason of problems.The fourth part discusses the causes and countermeasures of legal issues, pointing out reasons including flaws in legislation, lack of supervision and effect of self-regulatory organizations, and suggests that through the improvement of legislation, science supervision and implementation of real-name advertising agencies strengthen self-discipline and other measures to solve all kinds of problems.