我国自媒体植入式广告法律规制问题研究

Research on the Legal Regulation of Implantable Advertising in China's Self Media

自媒体植入式广告具有多样性、交互性、低成本和隐蔽化的特点,实践中虚假广告随处可见,隐性广告大量存在,并有侵害用户权益的情况出现。目前在对自媒体植入式广告进行规制时面临法律依据不明确、主体身份认定模糊、内容认定标准不明确,以及存在自律审查空白的问题。为了确保自媒体植入式广告的规范运行,维护市场主体权益,需要明确结合当前实践中存在的问题,分别从完善自媒体植入式广告的法律体系、明确广告主体的准入规则、厘清自媒体植入式广告的认定标准,以及健全自媒体植入式广告的自律审查等角度来实现对其的法律规制。

Self media embedded advertising has the characteristics of diversity,interactivity,low cost,and concealment.In practice,false advertising is everywhere,and implicit advertising is abundant,which infringes on users'privacy rights.However,currently,when regulating self media embedded advertising,there are issues such as unclear legal basis,unclear identification of the subject's identity,unclear standards for content identification,and gaps in self-discipline review,resulting in endless chaos in related fields and disrupting market order.In order to ensure the standardized operation of self media embedded advertising and safeguard the rights and interests of market entities,it is necessary to clearly combine the existing problems in current practice,respectively,from the perspective of improving the legal system of self media embedded advertising,clarifying the admission rules of advertising entities,clarifying the recognition standards of self media embedded advertising,and improving the self-discipline review of self media embedded advertising to achieve legal regulation.