Research On The Legal Regulation Of Online Advertising

With the continuous development of market economy and network technology,online advertising is constantly updated.As an integral part of the advertising market,the online advertising market is confusing,which not only harms the interests of consumers,but also seriously affects the rights of other law-abiding people in the market.The reason is related to the economic nature of each subject in online advertising communication.What's more important is that there is a certain degree of deviation between the legal regulation of online advertising in China and the reality of online advertising market.Only by perfecting the legal framework for online advertising can we give full play to the value of the online advertising market.In view of the fact that the developed countries such as the United States and Europe have a long history of legal regulation of online advertising and have achieved good results,based on their experience and in light of China's actual situation,the internal operational procedures and external supervision of online advertising are two.Starting from the perspective of the relevant recommendations,in order to bring the operation of online advertising to the right track of legal compliance.The article elaborates on the legal regulation of online advertising through six sections.After explaining the concept,characteristics and form of online advertising and comparing it with traditional advertisements,we will clarify the understanding of online advertising;put forward the necessity of legal regulation of online advertising in China and make its current status on the basis of the new advertising law.For further analysis.First of all,it analyzes the necessity of legal regulation of online advertising from the perspective of theory and reality.Then,on the basis of introducing the status quo of related legislation,it points out that there is an improper division of the responsibility of advertisers in the legal regulation of online advertising in China,and the measurement standard of advertising costs.The actual disjointed penalty is obviously lighter,and the legal responsibilities of network service providers are too abstract and so on.Through the inspection and reference of the legal regulation of extranet advertising on the Internet,it provides a useful reference for the legal regulation of online advertising in China,and finally from the guiding ideology,The internaloperational process and external supervision of online advertising provide some suggestions for improving the legal regulation of online advertising in China.