| In the era of Internet +,the speed and scope of we-media communication have endowed the advertising and marketing industry with a new business model and presentation mode,and the general public has participated in it as a dominant force,further enhancing the influence and penetration of advertising.Under the "dual combination" of algorithm recommendation technology and low threshold entry,the vigorous development of we-media advertising industry has stimulated the market vitality.In particular,when the novel coronavirus epidemic was raging,it provided convenience for the general public to access factor markets by virtue of the Internet,which has no geographical boundary restrictions,and also created a new round of nationwide entrepreneurship.However,in recent years,the continuous emergence of illegal chaos has also invaded the network ecological environment with the help of this trend.Therefore,it is necessary to explore the operation logic behind "we media" advertising,analyze the basic concepts of "we media" advertising release subject characteristics,release behavior forms,illegal means and phenomenon characteristics,and sort out relevant laws,regulations and industry supervision status.At the same time,learn from foreign advertising industry supervision process and mature experience,integrate existing regulatory forces,and form a linkage mechanism.On the basis of balancing the market vitality of the we-media advertising industry and the healthy network ecology,we will explore effective regulatory measures to help the healthy development of the Internet economy.The main part of this paper consists of five aspects.The first part mainly clarifies the concept of "we media",the characteristics of "we media" advertisement,the anomic phenomenon and the new communication mode of "we media" advertisement.Typical cases are selected to directly reflect the anomic behavior of "we media" advertisement through case analysis.The second part summarizes the status quo of the supervision of self-media advertising in our country,systematically combing out relevant laws and regulations,existing regulatory models and regulatory powers,and analyzing the measures and problems under different regulatory means.The third part lists foreign regulatory systems and measures for reference,and summarizes the inspirations brought by foreign regulatory experience;The fourth part puts forward specific countermeasures to improve the supervision of "we media" advertisement from the aspects of perfecting the legal regulation of "we media" advertisement,perfecting the supervision mechanism of "we media" advertisement,strengthening the platform autonomy and industry self-discipline. |
