Research On The Legal Mechanism Of False Advertising Management

With the globalization of science and technology, new media as the main information media plays an important role. Its unique diversification characteristics,led the rapid development of China’s advertising industry. Advertising as a means of communication in the new era, the development and prosperity of the market are inseparable, the rapid development of the advertising industry has brought many problems, the emergence of false advertising is one of the main contradictions.The prosperity of the advertising industry drives the development of commodity economy, the healthy operation of the industry will also effect the orderly management of the whole society. At present, all countries in the world are concerned about the problem of the development of advertising industry. Usually, the main way of misleading consumers is the false propaganda, then to obtain economic benefits,which bring great harm to consumers and businesses of the daily economic transactions. The emergence of false advertising violates the purpose of the healthy development of the market economy, and hinders the development of economy. The prevention and cure of false advertising has become the most important issue, which is of great significance to protect the interests of consumers, create a good economic and cultural atmosphere, and improve the credibility of the advertising market.Management of false advertising needs a comprehensive and perfect governance mechanism, full range of unremitting efforts of whole society are also needed. This paper expounds the connotation of false advertising and the related conditions in the process of governance, explore the impact of the various relevant measures, in-depth analysis of China’s current advertising management issues related measures, a clear positioning of our country in the international market and the relevant mechanism,combined with China’s actual conditions to establish the regulatory mechanism in line with China’s market economic characteristics, identify the crux of the problem and put forward countermeasures, so as to make advertising better for the socialist economic construction.