Research On The Legal Regulation Of Micro-blog Advertisement

Micro-blog advertisement,as a new form of Internet advertisement,is a derivative of micro-blog and advertisement in the We Media age.In particular,micro-blog advertisement refers to the information relevant to the goods or services of the enterprise which is advertised by the advertisers themselves or others who are delegated on the platform of micro-blog.Compared with traditional advertising,micro-blog advertisement has many advantages.It adopts a fissional spread mode of "One With N—N With N",which can quickly spread the news in a short time.Meanwhile,the special following mechanism of micro-blog is conducive to target groups quickly for advertisers,enhance the interactivity between advertisers and audiences,and reduce users' resistance of advertising.So,more and more attention and favor have been payed on it by advertisers.Micro-blog advertisement has large quantity of legal problems as well as strong advantages.In China's advertising law system,Advertising Law of the People's Republic of China and Regulations on Control of Advertisement which have strong universality can be used as legal documents for micro-blog advertisement.However,due to the hysteresis and limitations of the law,the original categorization for traditional advertisement are not suitable for the subject in micro-blog advertisement.In addition,the ambiguity of micro-blog advertisement and micro-blog message,the unfair competitions by the platform of micro-blog,the identities of celebrity endorsements,and the lack of regulation for micro-blog advertisement content,such issues are key problems which can hinder healthy and orderly development in micro-blog advertisement market.The legal regulation of micro-blog advertisement has problem of hysteresis and blank in legislation,as well as invalid supervision.And thus,we need to develop and perfect the legal regulation of the micro-blog advertisement combined with the reality of our country on the basis of absorbing foreign advanced experience.First of all,we should locate micro-blog advertisement into the scope of Advertising Law.Then,we are supposed to set the standard of qualification for subject in micro-blog advertisement.In addition,we must censor the content of micro-blog advertisement strictly.Last but not least,we need to establish a regulatory model composed by government supervision,self-discipline and social supervision.At the same time,we should focus on the improvement of the professional quality of law enforcement personnel,and promote the improvement and progress of China's the legal regulation of microblog advertisement with the help of the third-party detection institution...