The Legal Regulation Of The Internet False Advertising

In the 21 st century that features rapid economic operation and scientific development,the internet has brought great convenience to people's lives and internet advertising become the pillar of the advertising business.With easy production,low cost and low publication requirements,internet advertising can create enormous economic benefits for advertisers in all professions,which greatly stimulates the rapid operation of today's economic society.However,the problem of false internet advertising is getting increasingly serious.Acts of unfair competition,such as false publicity,misleading advertising,spams,and false information spread via We Chat,have destroyed the order of economic market,infringed upon the legitimate rights and interests of consumers,hindered the enhancement of media credibility,and intensified social contradictions,hence imposing serious adverse effects on economic development.In addition to such administrative regulations as the Detailed Rules for the Implementation of the Regulations on Control of Advertisements and the Interim Measures for the Administration of Internet Advertising,China's current laws and regulations governing false internet advertising include the Advertising Law,the Law on Protection of the Rights and Interests of Consumers,and the Law against Unfair Competition.Industrial and commercial administrative departments at all levels perform their duties to supervise and administer advertising via the internet in accordance with the relevant laws and regulations.Over the past decade,China has been increasingly concerned with the oversight of online advertising.When revising the Advertising Law in 2004,revisers attempted,as a core mission,to regulate internet advertising.Nevertheless,the fast development of internet advertising with more and more new models made revisers aware of the impossibility of stipulating in the Advertising Law the content of such advertising.Almost at the same time,the State Administration for Industry and Commerce started to draft the normative documents regulating internet advertising.The death of Wei Zexi in 2016 led to the fast introduction of the Interim Measures for the Administration of Internet Advertising.As important supplementary provisions,the Measures complete China's legal system that regulates internet advertising.Nonetheless,this legal system still has many defects,including imperfect market access system for online operations,insufficient remedies for consumers whose rights and interests have been violated,and lack of a reasonable regulatory system for false online advertising.The improvement of internet advertising regulatory system helps promote the sound development of economy,propel the smooth running of society,and implement the idea of socialist rule of law deeply.To perfect the regulatory laws and regulations concerning online advertising,it is necessary to improve the pre-censorship of advertisements as well as the corrective advertising system.Meanwhile,we must supervise internet advertising in an effective fashion,strengthen industry self-discipline,and make available more remedies to consumers in case of infringement.