The Study On Web Advertisement Legal Regulation

The thriving development of internet has been the most notable symbol of our times. The internethas formed a newly powerful strength beyond the four great traditional mediums (newspaper,magazine,radio,television). The rapid development of the internet has created a spacious space forinternet advertising. As a newly-promising advertising form, the internet advertising has promoted theadvertising to a new phase of development. However,the traditional system of advertising laws and rulesexpresses its loss of controlling power facing the new thing, as a result,some negative effects have appearedduring the development of the internet advertising, such as more false advertisements, fraud and eroticadvertisements. Some unhealthy impact must be upon the internet advertising if the rules and disciplines ofthe internet advertising would not come out.This article includes four chapters. The first chapter is for general instruction, comprising of researchon the basic issue of the internet advertising and research on the basic issue of the legal regulation of theinternet advertising. The first part is the research on the basic issue of internet advertising, mainly givingan introduction of definition, characteristic, and its primary form, in order to get a clear and completeknowledge of the internet advertising. The second part is the research on the supervision of the internetadvertising, mainly offering a general idea of the necessity and features of the internet advertising laws andrules.The second chapter focuses on the present situation and the analysis of issue of the internet advertisinglaws and rules in our country. And this chapter generally contains two parts, one part is the presentsituation of internet advertising laws and rules in our country, that is, the loss of relevant legislation,administrative laws, judicial interpretation, and disciplines of departments happen to exist, which can notmeet the need of internet advertising development. Numerous problems have come out in thedevelopment. And the other part is some issues, for instance, internet false advertising, internet illicitcompetition, spam and forced advertisement, and internet phonographic advertisements during the processof the internet advertising development. The key to these issues would be found through the aboveproblems.The third chapter mainly introduces the investigation of internet advertising laws and rules in the thedeveloped countries and areas. And this chapter generally contains two parts, and the first one focuses onthe introduction of the practical experience of legislation, administration, ans judiciary in developedcountries such as America and European countries, the other parts on the advanced and successful practicalmeans, from which we can borrow and absorb the better parts. The fourth chapter is the countermeasure analysis section. There are three main parts, the first part isto perfect the network advertising relevant legal norms, which can improve the legislation of onlineadvertising, market access system, censorship, agency, certified management system. The second part isthe network advertising laws and regulations governing the basic principle, namely combining theadministration according to law with industry self-discipline, and making laws and regulations andadvocate of industry standards, and the combination of administrative regulation and the third partymonitoring, and the combination of comprehensive supervision and social supervision, and the principle ofcombination of standard, coordination and service. The last part is to perfect mechanisms of onlineadvertising laws and rules, namely to clear network advertising regulatory authorities of jurisdiction, andclear network advertising regulatory authorities the duties, and set up the third party monitoring mechanism,strengthening the network advertising industry self-discipline and social supervision and management.