短视频品牌广告监管机制优化刍议

On the Optimization of Supervision Mechanism of the Short Video Brand Advertising

我国短视频用户规模已超过9亿。短视频行业急速扩张的同时,短视频品牌广告的监管难度不断上升。本文基于公众利益理论的视角,从广告素材质量、对用户的隐私权侵犯等角度分析了短视频品牌广告目前存在的问题,从广告主体界定、监管人力、监管模式等角度反思了短视频广告的监管现状。最后,在监管对象、监管模式、监管法规、监管机构等四个层面,对短视频品牌广告的监管机制提出了优化建议。

The number of short video users in China has exceeded 900 million.With the rapid expansion of the short video industry,the supervision of the short video brand advertising is becoming increasingly difficult.First of all,based on the perspective of public interest theory,this paper analyzes the current problems of the short video brand advertising from the angles of advertising material quality and infringement of users’privacy.Secondly,from the perspective of the definition of advertising subjects,regulatory manpower,regulatory mode,etc.,the paper reflects on the regulatory status of short video advertising.Finally,in the four levels of regulatory objects,regulatory models,regulatory regulations and regulatory agencies,the paper puts forward optimization suggestions on the regulatory mechanism of short video brand advertising.