Research On The Dilemma And Countermeasures Of WeChat Advertising Legal Supervision

WeChat is a social platform generated under the background of the great development of the Internet.WeChat,since came into being in 2011,in the continuous wake of development of the Internet,it’s functions have gone far beyond the field of social software,and it has become a comprehensive platform,including social and e-commerce functions.Yet the trend has brought new challenges to the supervision of advertisement.That is to say,the interactions of technology and business model are accelerating,while regulatory concepts and laws lag behind,causing a great quantity of new marginal zones lack of supervision,and the objective contradiction between the stability of legislation and the rapid development of the industry,leading to frequent chaos in the gray area.Problems,such as low entry threshold and low publicity cost of WeChat advertisement and so on,bring the difficulties in the supervision of WeChat,take,the difficulty in the definition of WeChat advertisement by law enforcement authorities,the difficulty in the detection of illegal acts and the difficulty in the implementation of responsibilities,for example.Although the existing laws and regulations in China provide the basis for the supervision and regulation of WeChat advertising,the laws and regulations are stable,and behind the development of the Internet’ changing rapid,so the laws and regulations are lagging behind.For instance,the relevant concepts are not clearly defined,the legal system is not consistent enough,the law enforcement force is insufficient,and the judical relief is not effective.In addition,the WeChat platform has its own characteristics,such as the privacy of WeChat platform and the fast transmission speed of WeChat advertising,so the regulation effect of WeChat advertising is not very good.WeChat advertising,as an important branch of Internet advertising,the perfection of the legislation system has significance to the regulatory WeChat advertising,therefore,in view of the situation of WeChat advertising regulatory difficult,proposed a for ads,but not limited to WeChat WeChat platform platform of the social network advertising regulatory ordinance,and for WeChat advertising regulatory system idea,Combined with the problems encountered in practice,the concept of inclined protection and collaborative governance was implemented in the system construction,in order to improve the supervision of WeChat advertising.However,due to the lack of practical experience,the elaboration of the system construction was relatively simple in the specific content of the system construction,which required continuous in-depth research in the later period.