Research On Zhoushan Advertisement Supervision Problems

Over the past twenty years, China’s advertising industry has made remarkable development. With the establishment of the zhoushan islands new district, the advertising industry development of zhoushan city is booming, but in the advertising industry rapid development at the same time, a large number of false illegal advertisement also arises at the historic moment, seriously affected the social culture of harmony, people’s life, also brought a bigger challenge to advertising regulatory authorities, strengthen the regulation of advertising is very urgent. It is a serious inquiry and urgent problem to make through research on zhoushan advertising regulatory problems and purify zhoushan advertising publishing environment.This paper is divided into five parts. The first part is the main content of this thesis research background, research significance, research ideas, research methods, etc. The second part firstly summarizes the concept of advertising, false advertising and advertising regulation, put forward the significance of advertising regulation and analyze the theory of public administration in the role of advertising regulation. The third part comprehensively analyzes the current situation of zhoushan advertising industry development and the present situation of zhoushan advertising regulatory. Zhoushan’s advertising business units and business revenue keeping a rising trend year by year. Zhoushan has formed a relatively standard supervision of advertising model and mechanism, keeps a high pressure on the false illegal advertisement and increases the intensity of regulation, then gradually formed a daily inspection and rectification of the combination of long-term supervision mechanism. At the same time zhoushan has analyzed some advertising regulatory problems:first, the current law and inappropriate advertising development lead to poor law enforcement difficult deterrent. Second, the advertising supervision mechanism is not perfect. Third, long regulation leads to poor law enforcement effect. Finally, industry is self-discipline, social supervision is weak. The fourth part mainly introduces the domestic and foreign public sector advertising regulatory experience and enlightenment. The fifth part proposes countermeasures and Suggestions to perfect the zhoushan advertising regulatory work:first, improving relevant laws and regulations. Second, improve the advertising regulatory mechanism construction. Third, innovate advertising regulatory means. Fourth, strengthen the advertising industry self-discipline organization system. Fifth, perfect social supervision means and improve the advertising supervision personnel training system.