Research On Regulation Of We Media Advertising

With the development of the Internet,we media advertising has become increasingly common used,greatly promoting the development of social economy.However,with the frequent occurrence of illegal disorder,the contradiction between operators and consumers has been sharpened,making we media advertising in crisis.With the the characteristics of low cost and fast commercial realization,we media advertising has developed quite rapidly,which has become a new field to be regulared for advertising supervision authorities.At present,problems of media advertising regulation are mainly the conflicts between the lag of the regulations on the media advertising and the illegal chaos in practice.On the one hand,the various forms of the illegal we media advertisements violated the legitimate rights and interests of subjects.On the other hand,they have caused bad effect on market economy order in China.From the perspective of law,the main reasons for the predicament of regulation of we media advertising are as follows.First of all,we media features low cost,low threshold and fast commercial realization,which cause the industry develops too fast.Another two reasons are the lagging legislation of regulation of we media advertising and the improper regulation of we media advertising in China.The lag of legislation refers to the lack of detailed rules and guidelines on the regulation of we-media advertising.The lack of definition of the main subject of we-media advertising and the lack of clear regulations on the supervision responsibility of we-media advertising.Besides,improper supervision refers to the disordered supervision system of we media advertising in China,the inability to effectively enforce laws,the low level of monitoring technology and the inability to meet the requirements of supervision of we media advertising in reality.Therefore,on the one hand,we should set out to formulate more regulations according to the characteristics of we-media advertising.We should also regulate the behaviors of each subject and clarify the responsibilities of each subject.Moreover,experiences from outside the region can be used for reference.On the other hand,we need to strengthen the level of supervision of we media advertising in China through various means.It not only needs the mandatory guarantee of the state for we media advertising to develop in the long term,but also depends on the joint efforts of we media advertising platforms and we media advertising subjects.Therefore,strengthening the law-abiding awareness of we media advertising platforms and subjects is also an effective method to put an end to the illegal chaos of we media advertising.This paper is divided into three parts.The first part elaborates contemporary status of we media advertising in China.In this part,the writer briefly describes the wild development status of we media advertising in China,mainly refers to five kinds of illegal we media advertising,including the vulgar and pornographic information,false advertising,invisible advertising,unfair competition and infringement.lt also introduces the legislative status and regulatory status of we media advertising.The second part explains the reasons why these chaos exits by elaborating the characteristics of low cost and expounding the predicament of the regulation of we media advertising in China.On this basis,it is found that problems are as follows:firstly,imperfect laws lead to the confusion of advertising subjects,no regulatory subjects and unclear responsibilities.Secondly,the improper supervision in reality leads to the chaos in practice.The third part introduces the measures and experiences of the US and Japan on the illegal regulation of we media advertising.The writer also puts forward suggestions according to current situation in China at the last part,including improving the implementation rules of the law on we media advertising to improve regulatory responsibilities and the multi-coordination and management mechanism.