Research On The Ethics Of Chinese Native Advertising Under The Background Of Internet

Native advertising is a new form of advertising.Its market share in the advertising market is constantly increasing.At present,there are several forms of native advertising in the Chinese market.Includes stream ads,search engine ads,social media inline ads,native news,and KOL native marketing.In the context of the Internet,native advertising has several characteristics.First,it can be delivered accurately.Second,it has a strong concealment and is based on the spread of brand culture.In addition,native ads can take advantage of diversity and context.However,these characteristics not only bring better communication effects and persuasive effects,but also bring a series of ethical issues.The ethical issues of native advertising have seriously affected the rights and interests of consumers,while also inhibiting the continued development of native advertising itself.At present,the academic community generally has a high recognition of the dissemination effect and persuasive effect of native advertisements.However,there are few empirical studies related to consumer ethical perception.Therefore,strengthening the research on consumer perception of ethical issues of native advertising has very high academic value and strong practical significance.There are several main ethical issues in native advertising,including hidden bullying,privacy violations,and lack of media credibility.And the user cannot get valid information.In addition,native ads also infringe users.This dissertation mainly uses the method of questionnaire survey,with semi-structured interviews as an aid.Starting from the consumer's perception of the native advertising ethical problem,the author explores the consumer's true ethical perception of the native advertisement and the willingness to consume and spread.The results show that in the context of the Internet,consumers show low awareness,low recognition and high sensitivity to the ethical issues of native advertising.Overall,it presents low perception.The root cause of the ethical problems of native advertising in China is the contradiction between corporate social responsibility and experience benefits.At the same time,imperfect laws and regulations in ethical management,lack of internal supervision in the industry,large competition in the industry,and irregular use of big data are all part of ethical issues.In order to protect consumer rights,the legislative branch,the Internet advertising industry and consumers should unite to curb improper publishing and dissemination of native ads.At the moment,there are several specific measures.It is necessary to refine the native advertising logo,protect consumer privacy,improve the discussion of the native advertisement in the public domain,cultivate the ability of consumers to independently filter information,strengthen the self-discipline of the industry,and enhance corporate social responsibility.