The Difficulties And Countermeasures Research Of Shanghai New Media Advertising Regulation

In the new century, the new media advertising which made up mostly by the Internet advertising is growing stronger, and by virtue of its advantages such as massive information, diverse forms, fast spreading, accurate delivery and low cost, it is catching up with traditional media advertising, its influence grows. However, illegal advertisement also move onto the new media, disrupt the regular market order. Faced with the characteristics such as digital encoding, Internet transmission, multi-terminal receivers of the new media advertising, the traditional supervision approach of the government departments don’t suit to the new media market environment any more, the development of new media advertising is a new challenge to the government departments’market supervision.In order to regulate new media advertising market, this thesis firstly studies on new media advertising itself, clarify the concept, analyze the characteristics, list the receivers and developing trends of new media advertising. This thesis also compares Shanghai Internet advertising with the traditional media advertising through descriptive statistical analysis, finds out that the development of the four traditional media has entered the plateau, and the Internet advertising is rocketing, the legal entities’number and business revenue of the Internet advertising both grow rapidly, the absolute value of Internet advertising revenue has exceeded the ones of print media and broadcast media, the market share of Internet advertising expanding year by year. But the rapid development of new media advertising also exposed problems such as quality loss, diverse illegal forms, the high cost of consumer rights protection, the faster speed of illegal influence spreading, forced push caused violations of consumers’ right to reject, and vulgar content.To solve these problems, the author introduced current Shanghai new media advertising supervision methods, through the efforts of Shanghai Administration of Industry and Commerce regulatory process before, during, after the advertising activities and the establishment and operation of joint-meeting mechanisms, Shanghai’s new media advertising supervision achieves remarkable results. However, the government departments also face difficulties like vacancy of existing laws and regulations, unreasonable regulatory systems, unsuitable regulatory mechanisms and slow technological updates. To overcome the difficulties, the author give advices to the government departments on the systems and mechanisms construction, regulatory approach reforms and new technique adopting on the basis of her own regulatory practices, hope to offer inspiration and thinking to maintain the healthy order of new media advertising market.