论中国广告的行政监管

Study on Chinese Advertising Regulations:Problems and Suggestions

我国自2005年至今一直在大力整治虚假违法广告,但迄今为止的结果表明了广告行政监管的失灵。既有研究多认为是法律体系不周或行政执法不严所致。本文结合公共选择理论,分析了我国广告行政监管长期普遍存在的三大特征:选择性执法、运动式治理和便宜式执法,证明政府私利及相应的控权不足是导致我国广告监管政府失灵的深层次原因。论文最后提出了向私法自治转型的解决思路。

Advertising regulation in China is absolutely dominated by government. Long-existing, widespread and serious illegal advertising indicates government failure in this field. One of the most important reasons for this failure lies in authorities＇ pursuing self-interest. Based on the Public Choice Theory, this paper explores the three features of advertising law-enforcement in China： campaign-style regulation, selective enforcement of law, and enforcement to facilitate administration, and proves that the governmental self-interest without effective power-control mechanism is the deep-rooted cause of government failure in advertising regulation. In the end, it proposes to develop civil-oriented system of advertising governance.