摘要
手机短信广告是一种新型的广告形式,具有发送方便快捷、成本低廉、投放准确、接受率高等优点。目前,手机短信广告存在着发布主体混乱、虚假和违法短信广告泛滥、侵犯手机用户合法权益的现象严重等问题。为此,应通过完善短信广告相关法律规范、加大短信广告监管力度、强化通信运营商监控职责、健全用户权利保障机制、转变短信广告经营模式、强化短信广告行业自律等措施来促进手机短信广告的健康发展。
Mobile telephone message advertisement is a new form of advertisement,with its incomparable advantages such as convenient and efficient delivery,high pertinence and low costs.At the same time,message advertisement has also led to a series of serious legal and social problems： confusing operator status,the flooding spam messages and the infringing acts.Therefore,perfecting related laws,strengthening administrative supervision,strengthening the telecommunication companies′ monitoring responsibility,improving the users′ right safeguard mechanism,transforming message advertising business mode,strengthening self-discipline of message advertising industry are necessary measures to promote the development of message advertising.
出处
《商业研究》
CSSCI
北大核心
2011年第5期155-161,共7页
Commercial Research
基金
国家社会科学基金项目<项目言论自由的刑法边界>
项目编号:09CFX054
关键词
手机短信广告
问题
法律规制
mobile telephone message advertisement
problem
legal regulation
