On The Regulations By Law Of Message Advertisement By Cell Phone's

Message advertisement by cell phone's has started to show it's huge market potential. Undoubtedly it takes huge benefit today for the developed communication. For example, the mobile message designed for advertisement by Xiamen Gulong Canned Food Co., Ltd.—"Gulong Chinese Rice Pudding, with its relish and nutrition, insufflating the fragrance during the Dragon Boat Festival", and it just circulates in Xiamen area through the company's arrangement intentionally. This kind of propagandistic measure will not only strong the corporate image in customers'mind, but also promote the selling of its products in the festival duration. On the other hand, it takes plenty side effects such as privacy right infringement,consumers' rights and interests infringement,false message advertisement and so on. But there has not any clear regulations for realize,regulate the message advertisement. Given message advertisements this kind of situation, the writer did lots of research and wrote this article to prove a viewpoint: the message should differentiate strictly to profit and non-profit, then each one of them have it's regulations. The duty of the service provider should be confirmed, and the supervise of the message promulgator should be strengthen. In order to protected the rights, we should censor the message before it issued,supervise it when the system is running,redress the damage after the problem occurred. That will bring benefit to service provider,promulgator and consumer.This paper is divided into four parts. First the scope of message advertisement should be confirmed to distinguish it from normal message and tradition advertisement. Then matters has put forward to message advertisement as privacy right infringement,consumers' rights and interests infringement,false message advertisement. The third part is the law analysis about the message advertisement. The message advertisement is same as tradition advertisement in essence but difference from them as it also suit for the laws about Internet. However, the message advertisement is so particular that can't be wholly regulated by law recently. At last, rules for message advertisement were put forward. The article expression all kinds of ideas that from experts overseas,experts inland and the writer himself. The main method is censor the message before it issued,supervise it when the system is running and redress it after the problem occurred.The distinguished characteristic of this article:(1) The analysis of integration. The writer put the problem in a macroscopically circumstance and analyze it, uses knowledge of law,journalism,economics and other society knowledge.(2) The analysis of comparative. The writer compare the rules of short messages advertisement in other countries, and finger out that how can we regulated the message advertisement by cell phone's.(3) The analysis of objective. The writer white this article is for the objective which bring benefit to the service provider,promulgator and consumer to flourish the messages advertisement.