Research On Government Regulation Of Internet Advertising

With the continuous and rapid development of information and communication technology,Internet advertising has rapidly grown into an important pillar of China's Internet industry and an important part of the advertising industry.It has promoted technological and industrial innovation,and has played a role that catalyses and boosts social development and economic prosperity.At the same time,advertisements on the Internet are prone to be made false and illegal,vulgar,or vulnerable to unfair competition,due to its unique features of concealment,precise delivery,real-time release and "generally disciplinary,interdisciplinary,multidisciplinary",etc.As a result,many regulatory difficulties have been thrown to market supervision and related government departments.If the phenomenon is left not interfered with and restricted,and effective supervision left not strengthened,the legitimate rights and interests of consumers will be infringed,the market economic order will be disrupted,thus affecting the stable development of the industry.However,at present,the Chinese government still has problems in the regulation of Internet advertising,such as imperfect legislation,poor regulatory mechanisms,lack of means,and lack of deep practical research.To this end,based on the theories of government regulation,and through the analysis of the positive characteristics of Internet advertising,the illegal chaos,the current situation of the regulatory mechanism,and the existing confusion,the paper dedicates itself to finding out the corresponding reasons,and to proposing,based on the principle of inclusive and coordinated supervision,the improvement of the construction of laws and regulations for Internet advertising supervision,the strengthening of the Internet advertising market supervision system,the expansion of the Internet advertising supervision and enforcement,and the proposals and stratigies of constructing a multi-party social system supervising the Internet advertising.Internet advertising management system involving multi-parties.These measures and proposals are expected to be referred by the supervision of the Internet advertising market.