基于环境变化的广告监管研究

Supervision of Advertising Research Based on Environmental Changes

随着市场经济的发展,广告在促销产品、引导消费、传播先进文化、带动经济发展等方面发挥越来越重要作用。但是,广告市场仍然存在着广告行为不规范,甚至违法行为时有发生。在信息化、区域化、国际化的环境下,新的广告形式层出不穷,广告行业面对的是机遇与挑战并存的发展状况。广告业发展的新环境,为广告监管带来了有利条件,同样也提出了严峻挑战。

With the development of market economy,advertising plays a more and more important role on the promotion of products,guiding consumption,spreading advanced culture,and promoting economic development.However,nonstandard adversing behavior still exists in the advertisement market,and even violations occur from time to time.In the environment of informationization,regionalization and internationalization,new forms of advertising emerge in an endless stream,and the advertising industry is facing development status of both opportunities and challenges.The new environment of advertising industry development brings advantage for the supervision of advertising,and also poses grim challenge.