Research On Supervision Of Internet Advertising In Sichuan Province

With the rapid popularization of the Internet,Internet advertising emerged as the times require,has become the major form of commercial advertising,China has rapidly leapt into the world’s second largest Internet advertising market,the Internet industry has become a mirror of social development.The types of Internet advertising are developing rapidly,and the modes of advertising communication are more abundant.In particular,video advertising is growing strongly due to the continuous hot market of live video.The continuous development and application of emerging technologies(such as cloud computing,search engines,etc.)has greatly improved the interactive trend of advertising transmission path and the hot and personalized content of the transmission.But at the same time,the problem of false and illegal advertising on the Internet is becoming increasingly prominent.There are still a large number of false and illegal advertising,vulgar advertising,unfair competition and many other problems.Fraudulent,unethical and fraudulent practices are published through misleading online advertising.This not only damages the order of our advertising supervision,but also damages the integrity of the social moral system.The social concern is increasingly high,and the people’s desire to effectively curb the problem of false and illegal advertising on the Internet is increasingly strong.How to strengthen the supervision of Internet advertising,control false Internet advertising effectively and ensure the healthy development of advertising industry is an important task to promote the governance system and governance capacity building of our country.This study takes "Research on Internet Advertising Regulation in Sichuan Province" as the subject,takes Internet advertising in Sichuan Province as the research object,and selects the monitoring data of Internet advertising in Sichuan Province since2019 as the basis through statistical analysis,questionnaire,interview,literature research and other methods to analyze the prone illegal points.This paper focuses on the research and discussion of the current situation,problems and countermeasures of Internet advertising supervision in Sichuan Province.This paper is divided into seven parts,according to the logical sequence of "citing problems,theoretical overview,current situation analysis,investigation and interview,problem analysis,experience reference,optimization suggestions".Based on practical work,this paper studies the supervision of Internet advertising in Sichuan Province from the perspective of public management,based on public governance theory,government supervision theory and information asymmetry theory,draw on the advanced experience of other countries and regions,and combines with the newly released Measures for the Management of Internet Advertising from the perspective of market regulatory authorities.This paper analyzes the current situation and effect of Internet advertising supervision in Sichuan Province,finds out potential problems,and proposes countermeasures to establish and improve Internet advertising laws and regulations,strengthen supervision system and mechanism construction,improve Internet advertising monitoring technology and create a good atmosphere for social supervision from the aspects of legal dimension,institutional dimension,technical dimension and social dimension.From government regulation to industry self-discipline to social co-governance,this paper proposes feasible inspiration and thinking for the healthy development of Internet advertising in Sichuan Province.