| 21st century has witnessed the integration of economy,science and technology.With the rapid development of information age,online advertising,as a new advertising format based on information technology,has developed unprecedentedly.Any emerging thing is a double-edged sword,so is online advertising.While promoting the industrial development,activating the market and providing service for social life,online advertising has shown many problems,such as the various false advertisements in the market,which has not only disturbed the market order,violating the legitimate rights and interests of consumers,but also undermined social harmony and stability.As a result,how to strenthen the supervision of online advertising and effectively solve the problem of false advertisements to guarantee its healthy development has become an important issue in boosting the construction of the governance system and capacity building.For more than 20 years since 1997 when the first online advertising appeared,great progress and achievements have been made in the supervision of online advertising.But generally,it is a process of gradual normalization and improvement in practice.In 2015,the Advertisement Law was amended,bringing online advertising into the category of law supervision,which marked a historical breakthrough.However,in the two levels of both practice and policy,there still exist the problems of structural imbalance and defects in various aspects,such as the laws and regulations of online advertising supervision,the regulations of execution,self-regulatory system,and social supervision.The issue of online advertising supervision,as a multi-interdisciplinary subject involving politics,management,administration and law,has now become a hot topic in the academic circles.At present,the indicative results of its study are seldom seen.In this sense,this dissertation focuses on a new challenging field.Based on the practice of online advertising supervision in our country and the summary of current existing research results,from the perspective of combination of theory and practice,this dissertation mainly analyzes the following several issues:Firstly,it explains the basic meaning of online advertising.On the basis of summarizing research results of some experts`studies,this dissertation redefines the connotations and denotations of advertisement supervision,grouping the onlineadvertising under three categories(Internet Advertisements,Mobile Terminal Advertisements,and New Type of Radio& TV Advertisments)and concluding its five characteristics(extensive spreading scale,enormous carrying capacity,multidimensional means;interactive information transmission,measurable advertisment effect);Secondly,it describes the developmental history of online advertising supervision in our country which can be divided into five stages of: out of control—exploration—formation—growth—maturity,at the same time,it summarizes the advanced experience of foreign online advertising supervision and draws lessons from it;Thirdly,it analyzes the basic present conditions of advertising supervision in our country,including two value orientation(adapting to the policy of building and ruling China by law,embodying the requirements for the modernization of governance capacity),three legal bases(the present regulations of law,administrative law and judicial interpretation)and two basic principles(of legality and of rationality);Fourthly,it makes a contrastive study of the differences between the traditional media advertisements and new online advertisements in terms of supervision logic,way and structure.Explaining the characteristics of each stage,the disseration analyzes the problems of“government failure”,“market failure”and“the third sector failure”;It also analyzes the problems of online advertising supervision,such as legal deficiencies,absence of subjects and lack of procedure.Lastly,focusing on the problems of supervision absence and imbalance structure of rules and regulations in online advertising management,the dissertation analyzes the components of online advertising supervision system in our country and its regulatory capacity setup.Adapting to the modernization of governance system and capacity,the dissertation also proposes that online advertising supervision should transform from traditional advertising regulatory model to modern network advertising governance,putting forward some suggestions on the construction of online advertising supervision system.Online advertising is the most difficult one to supervise because of its diversified characteristics,fast changing speed,ambiguous definition and the complicated supervision system.As a problem-oriented research,the dissertation makes a theoretical exploration of online advertising supervision and puts forward some new viewpoints,suggestions and measurements,aiming at providing the corresponding theoretical support for correlative administrative departments to make laws and regulations for online advertising supervision to improve its supervision model and solve the problem of structural defects in supervision. |
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