Research On Administrative Law Of Online Advertising Administration

With the rapid development of Internet, the network advertisement also developed.In recent years, Baidu, Microsoft, YAHOO, Taobao, Jingdong large Internet companies have set up advertising alliance. Advertising alliance push a lot of network advertising to the web users through online advertising platform, and the network advertisements are false, fraudulent information, consumers often suffer losses. In the Internet advertising regulation in our country in the field, is lagging behind, the relevant laws and regulations of supervision main body is not clear as a result of illegal network emerge in an endless stream of false advertising. Therefore the author in this paper with Baidu union push relevant case to send false advertising network to the point of view to study the network advertisement of China’s administrative supervision legal problems.The first section will analyze Baidu Wangmeng push the three cases of false advertising on the Internet, and summarize the cases related to the focus of the main administrative regulation of network advertising, network alliance push send network advertising content review obligations, push the false advertising liability etc.; the second part mainly according to the case involving the network advertisement administrative supervision were analyzed. Mainly includes the network advertisement of the administrative supervision of the main, regulatory authority, regulatory measures, review of online advertising and network false advertisement cognizance and responsibility issues such as analysis, then finds out the deficiencies in network advertisement administrative supervision in the field of our country; put forward their views and suggestions in the third part, mainly for the second part of the analysis of the inadequacies, such as improving the network advertisement administrative supervision legislation, clear network advertisement administrative supervision of the main and the scope of authority, clear push send web advertisement main obligation to review and innovation network advertising regulation in, to strengthen the regulatory functions of the advertising industry association.