A Research On The Ethics And Regulation Of Internet Advertisement

With the development of the media environment, the scale of Internet advertising reached an unprecedented peak. Internet advertising has become the main form of the current advertising business. In 2017, China’s Internet advertising industry will entered its twentieth year. It is gratifying that it can achieved such a success. But the rapid expansion also brought a plenty of problems. The illegal combination of so called PPC and medical advertising is widely discussed, network privacy and security can not be guaranteed, mandatory advertising break into people’s peaceful life, and so on. All of these remind us that Internet advertising industry without the legal supervision and moral requirements is on the wrong way.As an economic behavior, advertising has far-reaching impact on the daily life of the people and even the country’s construction and development. Any economic behavior is inseparable from the constraints and supervision of ethical norms. The existing ethics and rules of advertising are not enough. That’s why the advertising ethical anomie is endless. Therefore, it is necessary to discuss the extension of advertising ethics. So that the theory and practice can match as much as possible.This article intends to analyze on both the ethical and regulatory aspects. Starting from the phenomenon of unethical behavior, make them classed and find the reason. And also, I’ll analyze the China’s Internet advertising legal system to discuss the benefits and deficiencies of different periods. We have five parts here. The instruction is about background, value and method. The first chapter is a combing of the development of Internet advertising industry in China, which helps us to understand the trajectory and characteristics of the development of Internet advertising. The second chapter is about the unmoral behavior in internet advertising industry. The third chapter combs the development process of Internet advertising legislation and supervision, and makes a prospect on the Internet legislation. In the fourth chapter, on the basis of the above, I will try to put forward a few suggestions and countermeasures. I wish what I did can make some contribution to China’s Internet advertising business.