Research On Legal Regulation Of Intrusive Internet Advertising

Intrusive Internet advertising refers to network technology into the user’s personal terminal,forcing users don’t shy away from the passive to accept or browsing,the user behavior cause obstruction and interference of Internet advertising,its behavior on invasive and features such as disruptive behavior results,mainly including pop-up ads,smart TV advertising forms,such as the phone is switched on.With the growing maturity of network technology,the development of attention economy and people’s dependence on network equipment,intrusive Internet advertising is growing rapidly,but it also shows a tendency of flood and disorder on the whole.It is urgent to take effective regulation measures to intervene.Specifically,as an important part of the "free +advertising" business model,intrusive Internet advertising reflects the principle of balance of interests,and has legitimacy and rationality;However,when the sending of intrusive Internet advertising exceeds the appropriate limit,it will constitute a breach of the privacy of users and the order of cyberspace and the market.The inherent logic of regulating intrusive Internet advertisements is to give consideration to the operation freedom of advertising operators and the privacy of users,properly arrange the rights and obligations between the subjects,and define and control the implementation boundaries of this behavior.Therefore,the basic position of classifying intrusive Internet advertising regulation should be established,users’ moderate tolerance obligation should be clarified under the "free + advertising" business model and the principle of strictly insisting on user consent under the non-free business model,and the limits and degree of regulation should be accurately grasped.On this basis,clear regulation and supervision of intrusive Internet advertising path selection and specific means,in order to effectively control and regulate intrusive Internet advertising,taking into account the legitimate interests of advertising operators and the legitimate rights and interests of users,promote the healthy and orderly development of cyberspace and advertising market.