Research On Legal Regulation Of We-media Advertising

We-media advertising are accompanied by the rapid development of new technologies,and The advertisement are getting more and more attention because of its rich platform forms,low cost,fission-style communication and more subtle way of transmission.But at the same time,the weak regulation of the relevant laws and regulations in our country has contributed to the disorderly development of We-media advertising market,the proliferation of false advertising,the rampant advertising fraud,the frequent occurrence of unfair competition and the infringement of privacy,and so on.The root of the background is the definition of the subject of media advertising from the main body is not clear,that the standard is not clear,imposing discretion standards unreasonable,administrative penalty jurisdiction is not easy to determine,privacy boundaries difficult to grasp and other difficult problems.On the basis of profound reflection on the legal problems of We-media advertising in China,this paper examines the legal regulation and lessons learned from the EU and its member states,the United States and Japan,are trying to strengthen the advertising obligations,strictly define the false advertising and strengthen the protection of personal information to further improve the new "advertising law" related system,and through clarifying the media advertising main body the legal responsibility,establishing the system of market access,increase since the media platform of examination obligation,clear regulators over the way such as collaborative content to create targeted the media advertising law system,in order to benefit the improvement of the legal regulation from the media advertising in China.