Legal Research In Respect Of The Regulation Of Internet Advertisement

FIRST: THE BACKGROUND AND MEANING OF TOPIC OFTHIS THESISSince borne in 1994, Internet advertisement has become one of the mostimportant forms of advertisements and leads to a huge market with enormouseconomic value through development rapidly. However, the natural characteristics ofthe internet advertising have made it difficult to build up a harmonious market orderthrough the own development of the internet advertisement market. The lag of thelegislation; the shortage of the supervisor's knowledge, technology etc. make theillegal internet advertising have caused a great number of problems with harmfuleffects. The market of the internet advertising is actually now under a disability,disorder and confusion ground which has become the heavy shackle of the internetadvertising development. Therefore, the research of the regulation of internetadvertising has its great importance.SECOND: THE STRUCTURE AND MAIN CONTENT OF THISTHESIS Besides the Foreword and Conclusion and Expectation of this thesis, there arefour chapters in this thesis.The First Chapter makes a summary of Internet advertisement, covering concept,development and divides Internet advertisement into different types according todifferent standards, on the basis of which, legal characteristics is drawn upon betweenInternet advertisements and traditional ones. In this chapter, the author also makes asummary of the merit and demerit of the internet advertising, and expatiate the mainlegal problems relating to the internet advertising market at present.The Second Chapter: based on the market regulation theory of economic law, theauthor analysis the need to strengthen the regulation of the internet advertising andexpatiates the main principle of the regulation of internet advertising regulation, theregulation mode of internet advertising and the regulation system etc.The Third Chapter mainly focuses and discusses the present regulation statute ofthe internet advertising and analyzes the reasons of its formation which including thesupervisor, internet advertising's technical characteristics and the application of thecurrent laws and regulations etc.The Fourth Chapter is the advices and measures provided by the author toestablish and ameliorate the internet advertising regulation system. Based on theanalysis of internet advertising's regulation status in this thesis, the author providesthe process and measures which may help our government to achieve the efficientregulation of internet advertising step by step. This chapter is the most important partof this thesis.THIRD: THE MAJOR POINTS OF THIS THESISThe First Chapter is the necessary matting and basis of this thesis, since there isno too much material difference among the researchers of internet advertising aboutthe definition, type and character of internet advertising and any other content related.The comparative specialty of this thesis is that the author endeavors to build up amore integrated and reasonable dissertation. In the Second Chapter, the author regards the internet advertising as a new mediaof ads broadcasting in microcosmic sight and a comparative independent market inthe macrocosmic sight. Based on the market regulation theory, the author discussesthe academic problems of internet advertising's regulation by combining themicrocosmic and macrocosmic sights.The Third Chapter and the Fourth Chapter are the most important parts of thisthesis. In these two chapters, the author brings forward a point of view that theinternet advertising market is under a disorder ground, and suggests five measureswhich may comprehensively solve the related problems by analyzing in detail thecauses of formation of such problems.Although this thesis has partly used some researchers' present research productsfor reference, the author herein state that this thesis is created by the author's ownreading, researching and thinking.