互联网广告用户调查及虚假广告信息治理研究

Internet Advertising User Survey and False Advertising Information Governance

【目的/意义】互联网广告用户调查及虚假广告信息治理研究,不仅对互联网广告信息进一步治理和管理有价值,而且对情报学研究工作中的网络虚假信息治理的研究也有意义。【方法/过程】调研和分析网络用户对互联网广告的认知和态度,结合国内外互联网虚假广告治理的研究成果探讨互联网虚假广告信息产生的主要原因、提出互联网虚假广告信息治理的相应措施建议。【结果/结论】本文认为需要从相关法规建设、网络信息管理以及互联网用户与消费者三个视角加强对互联网虚假广告信息治理;要重视应用网络信息资源管理和相关智能识别技术方法在互联网虚假广告以及互联网虚假信息鉴别、治理方面的应用研究。【创新/局限】丰富了用户和信息管理层面上关于虚假广告信息治理的研究,但在具体实施层面尚未有实践检验,所提出的解决对策可能会在实施过程中存在一定的难度。

【Purpose/significance】The research on Internet advertising user survey and false advertising information governance is not only valuable for the further governance and management of Internet advertising information, but also of significance to study the governance of network disinformation in information science.【Method/process】The research and analysis of Internet users’ perceptions and attitudes toward Internet advertisements, combined with the research results of domestic and foreign Internet false advertisement management to explore the main causes of false advertising information on the Internet and propose corresponding measures for the management of false advertising information on the Internet.【Result/conclusion】It argues that it is necessary to strengthen the governance of false advertising information on the Internet from the perspectives of the construction of relevant laws and regulations, network information management, and Internet users and consumers. Moreover, we should pay attention to the application research of network information resource management and related intelligent recognition technologies in the identification and governance of false advertising and network disinformation.【Innovation/limitation】The research enriched the governance of false advertising information at the user and information management level but there has been no practical test at the concrete implementation, and the proposed solution measures may have some difficulties in the practical process.