On Network Advertisement And Its Legal Regulations

The advertisements come into being along with the emergence of human beings, and give affects in many aspects to social lives with the human beings'development. During the past 12 years from the first case of network advertisement produced in America in 1994 to present, the expenditure of the network advertisement ascended to 8.1 billion dollars in 1996 from the original zero expenditure. The sharp development of the advertisements on internet outshines the traditional media. However, the development of the network advertisements bring lots of legal problems meanwhile such as the network bait and the network advertisements of sales with giveaways, the inappropriate uses of the network keywords and the interlinkage skill, the plagiarism among the websites and the abnormal lowering prices; the network advertisements'harassment, the encroachment of the right of privacy, the false and fraudulent advertisements etc. The network advertisements actions above damage the market's legitimate competitive orders badly, infract the consumers'lawful rights and interests, so the means of regulating these actions effectively and safeguarding the healthy development of the market orders are the problems which need to face and settle by the countries ruled by law. This paper analyses the legal problems on the network advertisement on the basis of its essential nature, dissects the causes of its appearance and bring forwards propositions on five aspects in perfecting the legal regulative system of the network advertisements.This paper makes discussions through three parts.The first part explains the general theoretical issues on the advertisement and the network advertisement from three levels. The first level introduces the content...