Research On The Regulation Of Internet Advertising In Japan

In terms of regulation of Internet advertising,Japan has a very complete regulatory system.Although there is no specific law on Internet advertising,there are detailed legal provisions and supporting interpretation agencies on Internet advertising regulation,among which the auxiliary effect of autonomous regulatory agencies also plays a quite effective role in Internet advertising regulation.Taking the current Internet advertising regulation in Japan as the main research object,this paper analyzes the development process and operation mechanism of Internet advertising industry in Japan and the operation system of Internet advertising regulation in Japan,sums up some characteristics and problems of Internet advertising regulation in Japan,and gives some enlightenment to domestic Internet advertising regulation based on the research.The main content of this paper includes four parts.The first part explores the birth and development of Internet advertising industry in Japan,which has experienced from birth,development to maturity.By observing the operation mechanism of the Internet advertising industry,studies the industry supervision mechanism with fair competition and anti-monopoly as the core.The second part analyzes the operation system of Internet advertising regulation in Japan,which is divided into administrative regulation system,advertiser self-regulation system and media company self-regulation system.The third part: from the characteristics of the operation of advertising regulation,get the advantages and problems of Internet advertising in Japan,and based on its operation and related provisions,the advantages of Internet advertising regulation in Japan are divided into five points,respectively from the role of self regulatory agencies,acceptor participation in the regulation of law amendment,self-regulation to reduce the pressure of punishment and advertising provisions applicability,complete interpretation agencies and so on And the existing problems are divided into four points,such as the opacity of the company's internal regulation and the impact of the punishment of the regulatory body,the binding of self regulatory agencies and the incomplete definition of advertising.The fourth part: through the Japanese Internet advertising regulation research is part of the enlightenment to China's Internet advertising regulation,combined with the contents of the depth interview three Suggestions,are: to enhance the current Internet advertising types of special regulation,the increase of the independent regulatory organizations,co-ordinated management efficiency,give full play of the role of regulation receptor in Internet advertising regulation.