The Dilemma And Countermeasures Of Internet Advertising-regulation In China

The Network Advertisement enters a fast development period in China, and willbe a big market. But, the lags of current advertise a-method and relevant laws,deficiencies of supervision system, supervisor and technological means, defects ofself-discipline, the imperfections of judicial system and so on result in networkadvertisement market of China in a state of disorder which is ineffective and thesupervision-lacking. All these factors will be detrimental to the healthy developmentof the network advertisement market. In this situation, based on exposition of relativetheory of network advertisement, this paper emphatically analyzes the appraisementand supervisory measures of network advertisement in China so as to make a duecontribution to healthy and orderly development of it.The paper has four chapters, and Chapter3and4are the main parts.The opening chapter gives a general overview of the supervision over theInternet. Firstly, it defines explicitly the meaning, the feature and the type of networkadvertisement, and then expounds the meaning and the feature of networkadvertisement. Secondly, it expounds the theoretical basis of network advertisementwith the perspective of economics and legal science separately, that is to say theoriesof the cost-benefit and Market Regulation. Thirdly, it is analyzed hierarchically forthe network advertisement’s functions, which are guiding, adjustment and protection.Chapter two analyzes the practical dilemma and origins of the InternetAdvertising-Regulation in China. In the first instance, it analyses the practicaldilemma from four aspects: vacancy of subjects of supervision, the question existingof object and content, skills shortage, defect of procedure and so on. In the secondplace, it analyses origins and then points out several areas of reasons which are thelags of current advertise a-method and relevant laws, unordered management system,low quality of law enforcement officers,the lags technological means, theimperfection of judicial system and defects of self-discipline.Chapter three makes a summary of experience of the InternetAdvertising-Regulation in abroad and draws the enlightenment to China. At first, itsummarizes the experiences in U. S. and European Union. Secondly, make synopticcomments on U. S. and European Union’s experiences and its inspiration to our country.Perfection countermeasures are introduced in chapter four. First and foremost, itanalyses basic principle of network advertisement of China with different angle, andthen comes up with the principles of modest Intervention of state, open andtransparent and social supervision, utilization of Internet technologies, opening up andcooperation. Secondly, it put forward thinking about how to perfect our networkadvertisement and mainly involve six aspects: perfection of Net Ad Law, system ofregulation, related judicial system, the quality of regulators and technology, attachweight to social supervision and strengthen International Exchanges and cooperation.This paper synthetically applies a variety of ways of literature search, trans-fieldresearch, empirical analysis and comparison to expound and prove. It analyzes thepractical dilemma and origins of the Internet advertising-regulation in China, thereference of other countries and perfection countermeasures in order to improvesystem of Internet advertising-regulation in China.