网络广告及其监管:问题与法律规制的完善

Study on Several Questions and the Legal Supervisal Measures about Online Advertisement

网络广告因其覆盖范围广、信息容量大、交互功能强、成本低廉的特性而受到青睐,也给商家带来了比传统广告更加丰厚的经济效益。但是,广告法律规制体系混乱、监管体制薄弱等,使得虚假广告、不正当竞争、内容违法等一系列问题日益凸显。我国需要尽快完善《中华人民共和国广告法》,明确互联网广告管理规范,健全网络广告监管体制,为网络广告的发展提供良好的制度环境。

Internet advertising,with its many specialties such as： broad coverage,massive information capacity,powerful interaction function,and low cost not only has got more and more businesses＇ popularity,but also has brought greater economic benefits for them than traditional advertisement does. However,a series of problems such as： disordered system of advertising legal regulation and weak supervision system which lead to false advertising,unfair competition and illegal content has become serious. The current advertising laws in our country has been in difficulty obviously. Therefore,in order to provide a favorable environment for the development of Internet advertising,it is necessary to perfect Advertisement Law of the People＇s Republic of China,to definite management standards and amplify the system of supervision of Internet advertising as soon as possible.