北京网络广告监管的发展历程(1997-2019)

The History of Online Advertising Supervision in Beijing(1997-2019)

北京市工商行政管理局一直是国内网络广告监管工作的先锋之一。2000年5月,北京市工商行政管理局发布了全国第一个规范网络广告经营的规章——《关于对网络广告经营资格进行规范的通告》。2002年,北京市工商局对一家名为"中国财税信息网”的网站投放欺诈广告行为进行了处罚,这是北京网络广告监管行政处罚的第一案。本文梳理了北京网络广告监管的各类史料,使用访谈法深化对史料餉理解,将北京网络广告监管发展历程分为四个阶段:初始期、探索期、发展期和完善期。随后,笔者提出了未来北京网络广告监管面临的难题以及发展趋势和建议。

The Beijing Administration for Industry and Commerce has always been one of the pioneers in the supervision of online advertising in China. In May 2000, the Beying Administration for Industry and Commerce issued the first national regulation regulating online advertising operations -"Notice on the Regulation of Online Advertising Business Qualifications". In 2002, the Beijing Municipal Administration of Industry and Commerce penalized a website called “China Finance and Taxation Information Network” for fraudulent advertising. This is the first case of administrative punishment for online advertising supervision. This paper sorts out various historical materials of Beijing online advertising supervision, uses interviews to deepen the understanding of historical materials, and divides the development process of Beying online advertising supervision into four stages: initial period, exploration period, development period and perfect period. Subsequently, the author put forward the problems and development trends and suggestions for the future supervision of online advertising in Beijing. This study hopes to use the history of online advertising supervision in Beying to see the history of online advertising supervision in China for more than 20 years.