Limited Control And Sufficient Freedom

Along with the flourishing development of Chinese Network advertising, some problems, such as falsehood, vicious annoyance, violating the good custom of society, have appeared in Chinese Network advertising. All people, including consumers and those who come from advertising and schools, appeal to Network advertising being administrated. In order to gain the feasible ways for Chinese Network advertising administration, this essay adopts three methods, including quantitative study, summarized analysis and comparative study.Through the analysis on narrow sense, general sense and the most general sense of Network advertising, this essay considers the administration of Network advertising can be divided into three phases, the current one is the second. In this phase, the main bodies of administration not only include the national business administration bureau and the local business administration departments, but also the ICP, relevant associations, consumers, third party and news media. Those main bodies have their own responsibilities and the most pivotal one among them is the State Administration for Industry and Commerce, which should emend the advertising law of China based on the characteristic of Network advertising. The detailed amendments should include the system of the admittance of Network advertising, the content issued standard of Network advertising, special commodity Network advertising pre-censor standard and the system of exit of Network advertising. Because of the natural technical identity of Network advertising, this essay take an emphasis on discussing how the government business administration departments adopt the advertising survey systems of third party to administrate the Network advertising, how the ICP and consumer adopt the categorized and filtered systems to self-discipline.