“管好”与“用好”:电视广告导向监管的几个基本问题

“Well Governance” and “Well Utilization”:Fundamental Problems of Regulating TV Advertising Orientation

电视广告在受众心中具有特殊意义,其导向监管呈现出独有的特点。在具体导向监管实践中,不仅强调处置违法广告、虚假广告等的“管好”,还强调发挥好电视广告弘扬中华文化、创造美传播美积极作用的“用好”。电视广告导向的监管对象主要有投放在电视上的广告作品、由电视台投放的广告,以及电视广告活动。在此基础上,进一步做好电视广告导向监管工作,需要强化价值治理,实现多元共治,完善电视广告导向规范体系,创新监管手段,以提高监管效能。

TV advertisements have special significance in the minds of audiences,and their guidance and supervision present unique characteristics.The practice of specifically oriented regulation not only emphasizes the “good management” of dealing with illegal advertisements and false advertisements but also emphasizes the “good use” of the positive role of TV advertisements in promoting Chinese culture,creating beauty,and spreading beauty.The targets of TV advertising-oriented supervision mainly include advertising works on TV,advertisements by TV stations,and TV advertising activities.On this basis,to further do a good job in the supervision of TV advertising orientation,it is necessary to strengthen value governance,realize pluralistic co-governance,improve the regulatory system of TV advertising orientation,and innovate regulatory methods to improve regulatory efficiency.