Problems Reflected In The Implementation Of Advertising Law And Countermeasures

Since the reform and opening to the outside world,the advertising industry has become an important factor to promote the development of the market economy,with the proportion of the market economy increasing day by day.With the rapid development of the advertising industry today,the traditional advertising industry has announced the end of the situation,the existing false advertising,fraudulent advertising,unfair competition advertising,hidden advertising and many other problems exist in every corner of the society.After the emergence of various self-media advertisements,relying on the wide range of network communication,low production cost,fast dissemination and other characteristics,so that advertising regulatory face to these issues involved in the field,objects and matters more extensive and complex,demanding technical hand.The section is also higher.Due to the lag of the law and the relatively short history of the development of the advertising industry in China,the corresponding legislative and regulatory regulations are not perfect,the network is false,the problem of fraudulent advertising and unfair competitive advertising is more prominent.At the end of 2017,the issue of illegal advertising of "Hongmao Pharmacy Wine",which attracted great attention from public opinion,was also a direct reflection of the consequences of inadequate supervision,low illegal costs and slow measures.From the advertising supervision mode of the traditional media to the continuous improvement of the advertising laws and regulations,the innovation of the advertising supervision mode has become the government and social governance.One of the key points.This paper is divided into five parts:First,this paper introduces the purpose and significance of the topic,and lists the research methods by collecting materials to sort out the relevant research trends at home and abroad.Secondly,the formulation process of the new Advertising Law is briefly described,which includes six bright spots in the revision of the old law.The only thing that remains unchanged is the change,and the revision of the law must also be a continuous process of development.With the emergence of various new forms of advertising,the problem of Internet advertising is becoming more and more obvious,the problem of false advertisingcontinues to appear,and the new Advertising Law also has many aspects to perfect the legislation.In addition,the advertising supervision mechanism of our country lags behind,the law enforcement of market supervision department lacks effective guarantee,manpower,technology deficiency and so on.Local protection has also become a limiting factor in the implementation of law enforcement,and the regulatory model needs to be improved.In view of the above problems,and drawing lessons from the advanced experience of the United States,Japan and Taiwan,the new Advertising Law should be improved from two aspects:legislation and law enforcement.In the legislation,the obligation and legal responsibility of the advertising subject are clearly defined,the relevant provisions of new forms of advertising are added,the scope of advertising is clearly defined,and the standard of identification is established to set up the advertising correction system.At the same time,unifying the administrative review body,issuing the industry self-discipline guidance,establishing the reporting system,giving play to the industry self-discipline and the strength of social supervision.Combining the mode of regulation before and after the event,combining the characteristics of the development of the advertising industry in our country,we should adopt the system of reason and time.Appropriate regulation mode.