The Research Of The Regulations Of New-media Advertisement

Internet technology and the wide application of mobile media contribute to thedevelopment of new media advertising in full swing momentum. Owing to vector newmedia-rich, flexible means of communication and mass messages as well as the lowerprice advantage, it provide favorable conditions for the advertising issue and help forachieving enormous economic benefits.But on the other hand, there are many outstanding contradictions and problems fornew-media advertising in its content, publishing and effect. Judging from the advertisingcontent, deceive ads, hidden ads, spam and privacy ads, mandatory ads and explicit adsare growing recklessly at the same time. From the publishing of advertising, publishedautonomy, unfair competition relationship, existing modify or exchange cause disruptionin market economic system. From the effect of advertising, difficultly cultivating audienceloyalty and no effectively confirming the value of ad delivery, cause of network resourceswaste and economic losses. Causes waste of network resources, causing huge economiclosses At the same time, new-media advertising management has a great difficulty. Manydifficulties shows China’s new-media advertising regulatory deficiencies in legislation andlaw enforcement, such as no clearly main location, unrestricted business entities, no timelyreview of advertising content for regulatory authorities, difficulty obtaining evidence onthe investigation of the illegal advertisements.Now the traditional advertising supervision does not adapt to the development ofnew-media advertising, and the problem is more and more serious. Facing the malfunctionof both market and government, there will be no other choice but to realize thetransformation from the traditional way to the new-media advertising governance. But thisrequires a systematic project, not only dependent upon the governments’ functional sectors,but also social organizations and the public. Define the respective responsibilities in terms of the construction of legal system, administrative law enforcement system, industryself-regulation and social supervision. It puts the emphasis on the service guiding,participation consciousness and crystallizing responsibility. In this way will be realized thegood network cooperation as well as the good new-media AD governance. In summary,this paper systematically studied the "new media advertising supervision" which is a newfield of complex tasks.