Research Of Web Advertisement Legal Matter

Obviously, in modern commerce operation, the advertisement has huge function. As one kind of paid information dissemination form, is closely linked with the media development. Since has been present in US, as an emerging media, Internet rapidly touches to world each corner. Now, the people reading, communication, commercial, entertainment and other activities are increasingly on the Internet. After newspaper, radio, television, magazines, the Internet has become "the fifth media". According to the American mass media experts, the newspaper got 50 million audiences spent a century, radio media spent about 38 years, television spent 13 years, cable television spent 10 years, but the Internet only spent 5 years. The Internet has infiltrated all aspects of our lives, changed our way of life, it has also changed our trading ways.Using Internet issue advertisements has been paying more and more attention. In a certain sense, the only different between web advertisement and traditional advertisement is using different media. However, because of the unique technical, web advertisement than the traditional radio, television, newspapers, signs and other forms of advertising have a unique advantage: interactive information emission, emission extensively, the effect can be measured, issued goal accuracy, the cost is economy. Now, it won more and more advertising people enter this position.However, the web advertisement developed rapidly, accompanied by a series of new problems. This is not only at the technical level, but also in the moral and legal aspect. These problems have brought a lot of negative effects to our society. It not only restricts the development of web advertisement, but also brings a great challenge to advertisement's management of China.Currently, the web advertisement in the legal issues that arise mainly as follows: the Main body and nature are difficult to define, false web advertisement, unfair competition, hidden web advertisement, violated individual privacy, forced advertising, and legal issues of managing web advertisement. Some of these exist in traditional advertisement, but have showed some new characteristic in web advertisement, such as false web advertisement and unfair competition web advertisement. Some displays unclear in the traditional advertisement, but displays prominent in web advertisement, like hidden web advertisement and the web advertisement that violated individual privacy. Some is the problem which is...