广告产业的负外部性和负内部性及其管制政策分析

Analysis on the Negative Externalities and Internalities and Regulation Policy of the Advertising Industry

广告产业的负外部性和负内部性,造成市场失灵,损害了消费者的权益。广告产业的负外部性表现为过度广告、广告文化、非价值物品广告的负外部性;广告产业的负内部性包括经验品广告和信任品广告的负内部性。因此,应从完善广告管制法规与制度,健全广告管制体制,推行违法广告连带责任追究制等方面优化广告管制。

The negative externalities and internalities of advertising industry have led to market failure and jeopardized consumer's benefit. The negative externalities of advertising industry contain the negative externalities of the excessive advertising, the advertising culture and the non-valuable goods' advertising. The negative internalities of advertising industry include the negative internalities of the experience goods' advertising and the credence goods' advertising. In order to improve advertising regulation, we should perfect advertising laws and institutions, strengthen the regulation system of advertising, and carry out the institution to investigate the related duty of illegal advertising.