Research On Legal Regulation Of Self-media Advertising

With the continuous improvement of Internet technology and digital technology,Chinese media form has also entered into self-Media form from traditional media forms such as TV and radio before.At the same time,the development of advertising in China has also entered the era of self-Media advertising from the era of traditional advertising.For example,self-Media advertising based on microblog,Weixin,QQ and various APPs is flooding people.Live.Because of the low cost,fast speed,wide range and concealment of self-Media advertising,self-Media advertising has been favored by advertisers and developed rapidly.However,since self-Media advertising is a new product,many problems have arisen in the development of self-Media advertising,such as the proliferation of false advertising,the repeated prohibition of pornographic and vulgar advertising,the increase of illegal advertising and other issues,which have caused serious damage to the legitimate rights and interests of consumers.In addition,the laws and regulations for self-Media advertising in China are still far from perfect,there are many loopholes and drawbacks,many false illegal advertising can not be effectively monitored.Therefore,it is very necessary to improve the legal regulation of self-Media advertising.Through the methods of literature research,case analysis and interdisciplinary research,this paper analyses and summarizes the current problems encountered in the legal regulation of self-Media advertising,such as the difficulty of discretion,investigation and evidence collection,backward supervision technology,difficult to determine the hidden advertising problems,unclear legal boundaries of advertising subjects,lack of effectiveness in law enforcement,and imperfect relevant self-Media laws.Through the analysis of the current problems in the legal regulation of self-Media advertising,this paper summarizes the experience and mode of foreign developed countries from the legal and regulatory system,national and social supervision,advertising self-regulatory organizations and other aspects,and puts forward targeted suggestions and countermeasures,such as improving the laws and regulations of self-Media advertising,establishing the management system of self-Media advertising platform,strengthening the self-regulation of advertising industry,and promoting it.Social supervision ability,advocating "green advertising" mode of communication,etc.