Study On Legal Issues Of Outdoor Billboards Regulation

Since the reform and opening up, with the rapid development of market economy andenhancement of enterprises’competive consciousness, the outdoor advertising has developingrapidly. However, while brings economic prosperity and conveys commodity information, itcauses problems to society at the same time. All parts of the country set off a wave of outdooradvertising regulation for solving the problems of outdoor advertising. Regulate outdoorbillboards involves the huge economic interests, more professional knowledge, more socialcontradictions and disputes.So this article puts outdoor billboards regulation as the mainresearch object of regulation.Though the regulations achived results in short period, but it didalso partly threaten the survival of outdoor advertising. And, because of relevant measures failto recognise and solve problems from the sources, the mess phenomenon usually reboundafter regulation. It is necessary to study and solve the problems of outdoor billboardsregulation from legal perspective, in order to ensure healthy development of outdooradvertising and protect rights and interests of enterprises and public. This paper starts fromtwo cases of theme aforesaid of the provinces of Zhengzhou and Wenzhou, then by analyzingthe problems existed in regulating outdoor billboards, and learning from experiences ofdeveloped countries, forwards some suggestions and solutions.Besides preface and epilogue, this paper includes four parts.The first part takes the cases of the provinces of Zhengzhou and Wenzhou as example,reaches the conclusion of problems exist in outdoor billboards regulation, which including thefollowing four aspects. First, outdoor billboards regulation mainly adopted “one size fits all”mode; Second, theadverting regulation mainly adopted “sports type”regulation problems;Third, the field implementation lacks of standardization; Fourth, regulating-related reliefmeasures are difficult to implement.The second part mainly analyzes the underlying reasons of reflected by the problemsexisted in outdoor billboards regulation, aiming at solving the problems by exploring thesources of causes of the problems.includes: The legislative aspect, the incompletion of legal’sform and content; Law enforcement aspect, lacks of correct concept of law enforcement,professional quality and professional level, long-term supervision mechanism;The supervisionaspect, lacks of the re-supervision system of outdoor billboards regulation. The third part shows the experices of typical developed countries in outdoor advertisinglegislation and self-discipline of the industry, concluded for legislation and systemconstruction of our country for reference.The fourth part puts forward the countermeasures according to the said problems, causesand experiences. Generally speaking, our country needs to consummate the outdoor billboardslaws and regulations system, and Reform and reconstruction of the outdoor billboards controlmechanism. Concrete counter measures included: First, establish a thorough outdoorbillboards law system; Second, improve the law enforcement of outdoor billboards regulation;Third, construct the re-supervision system of outdoor billboards regulation.