Research On Legal Regulation Of We-media Advertising

In the context of increasingly updated science and technology and Internet penetration into human social life,we-media platform with Internet as the carrier emerges at the historic moment.With its rich and diverse characteristics,it is spreading various kinds of advertisements,subtly influencing social development and people's life.Because of the media advertising such as low cost,widespread qualities,changed the way the spread of traditional advertising,its evolution characteristics cause the advertising market,a mess serious damage to the market economic order,make the legitimate rights and interests of the public under threat,the cause of the problem is that our country in 2018 still sweeping,"advertisement law" in the specific provisions and the serious problem of the absence of relevant laws and regulations and carry out the supervision order confusion,lead to the limitation of principal responsibility is bigger.Therefore,it is necessary to make legal regulations on "we media" advertising,protect the legitimate rights and interests of market players,and provide guarantee for a legal and orderly advertising market environment.This paper analyzes the legal regulations of we-media advertising in four parts:The first part is an overview of legal regulations on we-media advertising.This part mainly introduces the concept,classification,characteristics and legal significance of "we media" advertising regulation.The second part is the legal regulation and evaluation of foreign we-media advertising.By introducing the regulations of the United States,the European Union and Japan,the beneficial experience of foreign regulations is summarized.The third part is about the current situation and problems of legal regulation of we-media advertising in China.First,the subject of we-media advertising is not clearly defined.Secondly,we media platforms lack effective legal norms.Thirdly,administrative supervision of we-media advertising is prominent.Finally,the legal responsibility of "we media" advertising subjects is not standardized enough.The fourth part is about Suggestions to improve the legal regulation of we-media advertising in China.Firstly,the subject qualification of all parties of we-media advertisement should be clarified,including the legal definition of natural person subject,the legal definition when multiple subjects compete and cooperate,and the legal identification of advertising spokesperson.Secondly,establish sound legal norms for we-media advertising platforms,including market access system and filing and review obligations of we-media advertising platforms;Thirdly,administrative supervision over we-media advertising should be strengthened,including strengthening the professional construction of regulatory agencies,implementing effective technical investigation means,and clarifying the contents of regulatory agencies' jurisdiction and cooperation.Finally,the legal responsibility of we-media advertising subjects should be regulated,and the tort legal responsibility and administrative responsibility of we-media advertising subjects should be clarified.