Research On Government Regulation Of China’s Food Advertising

In today’s market economy, fierce competition is a common phenomenon,and thefood industry is no exception. In order to persuade customers to buy their products,large-scale competition started in the production or business enterprises of similargoods, They always have to remind the consumer product of its own name andexcellent quality, this requires the help of food advertising. Food advertising is anefficient means for food manufactures or managers. As an effective way as to open upthe market, set up image, expand publicity, it has received more and more attention. Itcan produce a positive and effective interaction between the food and consumer,which guide people’s consumption and affect people’s consumption choices to acertain extent. With the development of market economy, the food industry is alsofacing an increasingly fierce competition. For the supermarket and store, foodadvertising has become a very effective channel besides price competition. The foodproducers and business operators have adopted the way to advertise in the media toenhance their market competitiveness of food. As a kind of information carrier, foodadvertising can reduce the information search cost to a certain extent for the consumer,as well as promote the rational consumption of consumers on food; it can also reducethe spread cost of market information for food manufactures or managers, promotethe development of the industry as a whole, and increase the efficiency of theeconomy. However, food advertising situation in our country is not optimistic, it playsan important role,and at the same time, there are also many problems，such asexaggerating product function, unauthorized releasing of advertisement, tamperingwith the approved advertisement, illegal advertisement and so on. The existence ofthese phenomena not only pose a threat to food security, disrupt the food market orderof fair competition, but also cause misleading choice for consumers, and damage thelegitimate rights and interests of consumers. How to conduct effective supervision onfood advertising, has become a hot and difficult issues of social concern. Althoughour country has established a supervision system, mainly in the administrative department, health supervision department coordinated, there are still manydeficiencies.For example, supervision of legal system is not perfect,and it brings alot of problems for supervision; The punishment is too light, which is not enough tocause a deterrent to offenders; Separation of approval and supervision mode, is notconducive to the conduct of supervision. These problems affect the effectiveness to acertain extent, and damaged the image of the government. Therefore, study on thestatus and existing problems of government supervision on food advertisement, putforward the solution to the problem, ensure food safety, protect the legitimate rightsand interests of consumers, maintaining the stable development of the marketeconomy, and promote the government public management functions are veryimportant. The topic of this paper is based on the current situation of food advertisingand explores the way to regulate the supervision on food advertising, so as to meet theneed of food safety in China.This paper takes the government supervision of food advertising as thebreakthrough point, and have a comprehensive and systematic study on governmenthow to regulate food advertising. The paper prepared four chapters, the first chapter isintroduction, introducing the essay’s background and train of thought. The secondchapter is a theoretical analysis of government supervision on food advertising, whichtake the current regulation status on food advertising as the research object, thegovernment regulation theory, public goods theory, market failure theory as the basis,to argue that government become the inevitable food advertising regulatory body.Thethird chapter is about the current situation of food advertising regulation,which takethe current regulatory system as an example, analysis food advertising regulation’sachievements and problems in these years. The fourth chapter is some proposals onimproving the food advertising regulatory, which take our current regulatory systemas the basis, explore the countermeasures and suggestions to improve the foodadvertising regulation.Governments around the world are relaxing the regulation, while the regulationfunctions of our country on food advertising are increasingly intensifying. Theoccurrence of such a situation is not only a choice of our government based on reality, but also is a special response to our food advertising regulation. After allstrengthening supervision is an easier and more effective alternatives than safeguardrights and interests after problems. Foods advertising regulation needs a scientific andreasonable supervision system. Comparing to the division of labor cooperationsupervision mode, establish a unified regulatory body is a better choice. But becauseour legal system is not perfect, professional supervision is not enough, balance ofpower is lacked, the author thinks that at present our country does not have a unifiedregulatory conditions. Therefore, we should start from the basic situation in China,base on the original supervision system,improve the division of labor cooperationregulatory framework, distribute the power scientifically and reasonably, construct thecomplete legal system, and establish an effective executive mechanism, in order toform a good supervision. In addition,on account of different punishment " difficult toimplement " problem, the author puts forward different punishments concentratesexecution system,which may be an innovation of this article.