Research On The Supervision Of Network Advertisement

Online advertising itself is a kind of e-commerce advertising.It takes the network as the operation platform,and quickly occupies the advertising market relying on the development of the network.It has become the most mainstream advertising way at present,and is delivered to the online advertising consumers through the Internet.Compared with traditional advertising,because of the particularity of its carrier,online advertising has the characteristics of wide range of communication,low identifiability,occupying users’ attention and diversified operation mode.These characteristics prove that the supervision of online advertising is very difficult.At first,when online advertising appeared as a new thing,the regulatory authorities thought that online advertising was only a derivative form of traditional advertising,hoping to bring it into the regulatory scope of the Advertising Law.However,there were great differences between online advertising and traditional advertising in technology,form and mode,and the original system framework could not cover this new format.Although the Interim Measures for the administration of Internet advertising has played a regulatory role to a certain extent,there are still some problems in the establishment of regulatory system,the law enforcement ability of relevant departments,the supervision of online advertising platform and the construction of legal system There are some problems.With the continuous development of Internet technology,China’s online advertising has brought forth new ideas.The supervision of online advertising must adapt to it and keep pace with the times.Focusing on the problems existing in the supervision of online advertising,this paper mainly discusses the necessity of the supervision of online advertising in China,and summarizes the successful experience of the supervision of online advertising in typical countries such as the United States,Britain,France and Japan,including the establishment of a perfect legal system of online advertising,the formation of a relatively perfect system of online advertising industry,and the protection of consumer supervision right.Combined with China’s national conditions,this paper explains the network advertising supervision system,corresponding legal system,system and mode.It is concluded that China’s online advertising supervision must have a relatively perfect legal system,including the establishment and improvement of the market access system of the main body of online advertising and the establishment of a clear online advertising review system;the supervision of online advertising should implement department linkage to strengthen law enforcement ability;the supervision of Online advertising platform should be strengthened;the most important thing is to continuously improve the supervision of online advertising Legal system to make it more coordinated and effective.