Research On The Current Situation And Countermeasures Of Alcohol Advertisement Supervision In Yangzhou City

During the period of fast-growing advertising industry, people paid increasingly more attention to the diversified alcohol advertising which plays an important role in disseminating information, stimulating consumption, increasing sales, promoting competition, expanding markets and etc. However, with the continuous growth on the category and quantity of alcohol advertising, the false, exaggerating and misleading ads emerge like bamboos as well. These false and illegal ads seriously disturbed the fair competition of the alcohol advertising market and damage the lawful rights and interests of other merchants and consumers, which aroused earnest desire to strengthen the supervision and regulation on advertising. Thus, a study on the supervision and regulation of the alcohol advertising became vital to safeguard the market order as well as promote the sound development of advertising industry.This thesis uses the literature research, comparative research and field investigation methods to make a research on the issues of supervision and regulation of the alcohol advertising, hoping to provide relevant suggestions and reference which could help standardize the order of alcohol advertising market for the government as well as protect the legal rights and interests of consumers. The thesis analyses the application of theories of Asymmetric information, public interest in the field of advertising supervision, and regulation policy, demonstrates the importance of government involvement. The thesis mainly analyses the existing problems and reasons, through the study of the status quo of the supervision and regulation of the alcohol advertising in Yangzhou, and puts forward the countermeasures and suggestions of strengthen the regulation of alcohol advertising. Firstly, starting from the alcohol advertising regulatory status of Yangzhou, this paper introduces the alcohol advertising supervision results have been achieved, at the same time points out the problems existing in the alcohol advertising in the process of regulation. Then, The thesis analyses and explores the profound reasons behind the problems, indicating that unreasonable regulations, economic incentive effect, insufficient cultural propaganda guide, ignorance of the social responsibility system construction are the main cause. Finally, on the basis of existing achievements, the thesis puts forward some countermeasures on perfecting the supervision and regulation of the alcohol advertising. It recommends several ways to strengthen the government’s regulation of alcohol advertising, such as strengthening government regulation efficiency, enhancing functional departments’ supervision, guiding the industry self-discipline and strengthening social supervision of the regulation of alcohol advertising. As for the issues of the supervision and regulation of the alcohol advertising, it is not enough to solely rely on increasing the intensity of administrative law enforcement. The government must establish the early warning mechanism for advertising illegal activities and prior guidance, meanwhile, should promote the construction of the advertising industry self-discipline, giving play to the role of social supervision, to adapt to the needs of the advertising regulation.