The Legal Regulation Of The Mandatory Online Advertising

The popularity of the Internet has driven the development of otherrelated industries, especially the online advertising market and attracted alarge number of professionals to this field. Online advertising market scalehas been unceasingly expanding, which made it a significant way fordeveloping Internet economy and obtaining commercial interests through theonline advertisement, whether it is for the advertiser or internet practitioner,in response to this condition arises mandatory online advertising. Since thevast majority of Internet users obtain Internet information and services forfree, mandatory online advertising is generally deemed as consideration thatusers ought to pay.The Internet platform as a typical two-sided market on whichenterprises attract Internet users’attention through information and servicesfree of charge, therefore attract advertisers to obtain income from Internetadvertising and subsidize their costs. Internet users on the platform constitute an important basis based on which practitioners are able to make profits,while mandatory online advertising usually disturb users ordinary networkexperience, even leading to infringement of consumers’rights.Mandatory online advertising itself doesn’t have to be illegal, however,once Internet practitioners infinitely enlarge their right of free advertisement,there comes the necessity of regulation. Deliberating over regulation onmandatory online advertising shall begin from the perspective of particularityof Internet bilateral market’s free business model as well as intangible assetsInternet users bring to enterprises on the platform.This article attempts to present some advice concerning incompleteregulations on mandatory online advertising by analyzing rationality ofmandatory online advertising’s existence versus its irrationality towardsconsumers in light of protecting consumers on Internet platform.