Research On The Legal Regulation Of Network False Advertising

With the rapid development of modern science and technology, the Internet, with its super regionality, interactivity and novelty, having become the traditional four big media (newspapers, magazines, radio, television) outside the emerging media. The Internet not only affects our way of life, production, and has an impact on the traditional business model. With the advent of online shopping, a lot of online advertisements are filled with people’s horizons. It is more widely than traditional advertising coverage, audience more, but not yet perfect network testing system and legal norms so that a lot of false illegal advertisement mixed among them, which is not conducive to consumers’legal rights and interests safeguard, seriously affecting the healthy development of the online advertising market and orderly competition. Therefore, the network of false advertising problems call us strengthen the relevant legal regulation.At present, our country about the network of false advertising law regulation only exists in such as "advertisement law", the "regulations on the administration of advertising", "advertising management regulations, implementing rules" and other relevant administrative regulations and departmental rules. The specifications of the traditional advertising law system cannot effectively solve the problem of online advertising, there is a lag. Therefore, this paper analyzes the present situation of our network of false advertising law regulation, using the experience of the United States, the European Union and other countries legislation, diversification of research, so as to provide more for our country’s network of false advertising regulatory reasonable Suggestions, so as to create a good market order, safeguarding the legitimate rights and interests of consumers.This paper mainly includes four parts. The first chapter introduces the network overview of false advertisement, respectively from the network, the concept of false advertising, causes, characteristics, form aspects this paper expounds the basic theory of the network of false advertising content. The characteristics of the network of false advertising including that difficult, strong concealment, spread rapidly, wide influence and so on, these are the salient features different from traditional advertising. At the same time, this chapter also from the protection of rights and interests of consumers, maintenance, network development, and stabilize the market competition order, such as Angle synoptically describes the network of false advertising, the necessity of legal regulation, for the network of false advertising law regulation provides certain theoretical basis. The second chapter mainly elaborated the network of false advertising law regulating international experience. This chapter has two main parts, the first part introduces about the network of false advertising law regulation on international legislation practice, to compare the United States, the European Union and Japan as the research object, analyzing their advanced experience in network of false advertising law regulation;The second part introduces the legislation practice of these countries on our country’s significance, including selection of specific legislative mode, setting up dedicated, regulatory authorities to establish the third party.supervision and so on three different ways. The third chapter mainly introduces the network of false advertising law regulation in our country present situation and existing problems. On the one hand, it is our country the present situation of the network of false advertising law regulation, which is about the network of false advertisement legislation situation of our country, including advertising, network management regulations, "consumer rights and interests protection act, the rules of local regulations. Moreover, the main problems of the network of false advertising law regulation, such as false advertisement definition is not clear to the network, network management market access system is not perfect, the network false advertisement definition is not clear, the main responsibility for network problems such as lack of reasonable regulatory system false advertisement, And the analysis of these problems, laying a foundation for relevant measures are put forward. The fourth chapter is for the perfection of the legal regulating of the network of false advertising in China and puts forward some feasibility Suggestions. In view of the above problems, this chapter about the definition of false advertising, network advertising related operator’s market access system, the network of false advertising responsibility system and supervision system, etc, as the breakthrough point, and according to the basic principles of network false advertising regulation the improvement of the specific measures, hoping to strengthen the management of the network of false advertising, to improve the network of false advertising law regulation to make some contribution.