网络广告主体法律制度的完善

On the Perfection of the Subjects of Online Advertisement

随着网络媒体的迅速发展,网络广告大有取代传统媒体广告的趋势,但是,其法律规制却相对滞后,各国对网络广告的法律定位及立法模式尚未形成统一的认识。由于某些网络广告的基本理论问题尚未得到解决,目前我国网络广告的法律监管仍然处于一个较低的水平,从而直接影响了广告法律、法规的执行。为此,应借鉴电子商务发达国家的实践经验,尽快完善我国网络广告主体法律制度。

The recent years have witnessed the rapid growth of online advertising. It seems that most likely online advertising will gradually take the place of traditional media in the near future. However, the regulation of online advertising lags behind compared with the domination of online advertising in the marketplace, and consensus has not been reached related to legal orientation and legislative mode of online advertising. In China, the legal regime of online advertising remains a lower level because some theoretical problems have not yet been resolved, which somewhat hinder the implementation of advertising laws and regulations.