Research On The Problems And Strategy Of The Government Regulation Of Internet Advertisement

In 1997,the first online advertising appeared in our country,then the Internet advertisement is developing rapidly.Make a comparison between the four traditional form of advertising and Internet advertising,Internet advertising has some characteristics,such as broad,inclusive,interactivity,precision,etc.with the continual development of Internet technology,manynew forms of Internet advertising have appeared,according to the browsing equipment which users chose,it can be divided into the traditional mode of network advertising and mobile terminal network advertising.However,the problem sames more and more obvious,too.Such as poor advertising content authenticity and release behavior is not standard,etc.What’s worse,at present,our country government department in the illegal evidence acquisition,legal responsibility,exist in such aspects as regulatory means to implement more or less problems and difficulties.They can not regulate the online advertising effectively.Some countries’ Internet advertising supervision is quite effective.For example,the United States through the commercial code of laws and regulations and a large number of case law to regulate Internet advertising.Especially in the pharmaceutical Internet advertising regulation,it formed a very complete system.British Internet advertising supervise-on mainly adopts is self-discipline mode.There are many industry self-discipline organizations which the advertising professional committee and the advertising standards authority(asa)as the center to it.British through a sound industry self-discipline rules for Internet advertising supervision,and implementation of the modern intercept plans for Internet advertising monitoring.EU,Japan and South Korea and Singapore have also passed legislation,industry self-discipline,control of special goods to strengthen the supervision of online advertising,and got good achievements.Our government should actively use the management experience of these foreign.And then on the basis of the local circumstances,finding a suitableway for the situation of China Internet advertising regulatory to realize the development ofthe online advertising market.Afte analyzing those countries’ Internet advertising supervision experience,the author come up with some advise and methods which mainly includes to strengthen Internet advertisinggovernment regulation system,to strengthen the government regulation system for the construction of online advertising,to strengthen the construction of network advertisement tort relief channels.Finally,to strengthen the construction of network advertising auxiliary regulatory pathway.