Study Of Television Advertising Regulatory Issues

In today's increasingly developed commodity economy, advertising in its own way, as a marketing tool, has become a commodity producers to expand sales, and other commodity producers as a means of competitive markets. With the social and economic development, as China's rapid development of the television advertising industry. According to SARFT, 2009 Blue Book Report, 2008, the National Radio and Television advertising revenue reached 70.175 billion yuan, an increase of 16.85%. Broadcast advertising revenues 7.223 billion yuan of which, an increase of 10.45%. TV advertising revenue 60.916 billion yuan, an increase of 17.32%. The SARFT spokesman Zhu Hong said that in 2009 advertising revenue is expected to also increase, accounting for 45.22% of total revenue. Can be seen, is to grow the TV advertising industry, with vector transmission of information in turn affect public behavior, which has been in social development, occupy an important role in the performance of human civilization in its synchronization with the production, dissemination of product information but also disseminated cultural information and values, more importantly, goods and consumers can produce a positive and effective interaction, which can lead to a certain extent, people's consumption patterns, affecting people's consumption rhythm.However, the rapid development of television advertising, but also consequential to many problems. From the TV ads as a whole, mainly in the following issues: the phenomenon of celebrity endorsements in general advertising, TV shopping commercials too long; in television commercials, frequent use of children, foreign image; part of the TV ad that violates the relevant laws and regulations. At the same time this also broken down into seven categories of television advertisements, respectively, that the outstanding problem. These problems are illustrated the need for regulation of advertising, our country, identified the main industrial and commercial administration departments, coordination with other departments, the advertising supervision and management system, but there are still shortcomings. For example, the legal system is not strict supervision, a "Advertising Law" and "Advertising Regulations" coexist, is not conducive to the monitoring of advertising; commercial advertising for too long, too little relevant public service ads and "Advertising Law" is only the adjustment range limited to commercial advertising; children's products, advertising spread of the phenomenon of celebrity endorsements serious legal ad for the details of these special provisions is not clear, workable is not strong. At the same time that the management system there also appeared bull management, no one is responsible for the phenomenon; heavy administrative supervision, light industry self-regulation, lack of social regulation phenomena and so on.To solve these problems, the author put forward the relevant recommendations of improving supervision of television advertising, for example, improve the legal and regulatory system; reduce the amount of commercial advertising; clear regulatory responsibility; increase the penalties and so on. Hope that through these pathways can regulate TV advertising market, so some of the content and vulgar, not to make progress away from mass advertising, unfair advertising effectively to stop, especially in children's advertising has become more cautious and meticulous implementation of the relevant measures to allow children to be assured appreciation of their own ads, so ads information in a pleasant environment with the right to actively guide the consumer.