Research On Ethical Problems Of Network Advertising

China's network advertising has been born since 1997 and enters a relatively stable high speed growth stage after experiencing a process from wave crest to trough. The average growth rate of network advertising reaches 55% from 2003 to 2008, China's online advertising market scale arrived at 18 billion RMB because of Beijing Olympics in 2008. However, Network advertising is still unable to escape the ancient paradox of duality - the economic development and ethical anomie. The sustainable development of network advertising relies on whether the paradox of duality can be solved timely.Network advertising ethics, as the moral criterion and code of conduct followed by the advertising industry, are important guarantee for network advertisement's healthy, normative, sustaining development. Network advertising ethics adjust the multi-layered relations among the subject of advertising communication, advertising audiences, advertising regulation and establish the advertising participants' conduct and rules related to all relations with network advertising activities exclude advertising audiences. Network advertising relying on media and technology-support has different characteristics compared with traditional advertising ethics. In addition to owning to utilitarian and humanism characteristics, Network advertising ethics also have their own independence and openness characteristics.The core ideology of network advertising ethics is to realize network advertising's communication of civilization under the premise of multi-relations' benefit sharing in network advertising market. Network advertising's communication of civilization must require true creation, good quest, beautiful pursuit. "The true, the good and the beautiful" is the principle which define network advertising loss. Currently China's network advertising ethical loss is as follows: false advertising rampant, unfair competition advertising endless, infringe advertising tyrannically-conquered, sex advertising repeated, public privacy ruthless spy, fraudulently click moving up. Network advertising ethical loss is a invisible unity which consists of realistic abuse and historical deposition. The paper reveals six main reasons of network advertising ethics loss: one-side misguiding of network advertising's economic dimension, imperfection of network advertising's laws and regulations, loss of network advertising's supervision and management, deficiency of network advertising's self-discipline, acceleration of network technology characteristics, difference of network advertising audience quality. Construction of network advertisement ethics is a composite multi-process which need build the practice mechanism of network advertising ethics by social integration, strengthen network advertising industry self-regulation, speed up network advertising legal construction, improve supervise system, strengthen quality of cyber citizen, together constitute implementation way of the network advertising ethics and promote multi-angles' harmonious construction and development in network advertising industry.