论网络广告的政府监督和管理

Government Supervision over Web Ads

网络广告的政府监管是广告活动政府监管的新领域。利用国际互联网这种载体发布盈利性的商业广告即网络广告活动 ,属于广告市场的经济活动。对网络广告的政府监管源于网络广告活动的市场失灵 ,网络广告活动市场失灵的原因在于网络广告活动主体所拥有的注意力资源的产权界定不清。政府应通过制定《网络广告法》及其相关的法律、法规、规章和条例 ,对网络广告注意力资源的产权加以界定和保护 ,并建立以国家行政执法机构为主 ,委托代理的社会监测机构为辅的网络广告监管体制和实施机制 。

Government supervision over web ads is a new government function in the media. Commercials on the Internet are activities in the advertising market. Government supervision over these activities is a countermeasure for the Internet market failure caused by the ambiguity of the operating definition of property rights to the attention resources. A clearly defined and protective legislation for Internet commercial attention resources is necessary. The implementation of these legislatures may be effective through government administration with the help of non\|government supervisory organizations.