| With the development of internet technology,the ecological environment of the media has seen changes with each passing day.On February 28,2019,the China Internet Network Information Center(CNNIC)in Beijing released 43 times the China Internet network development state statistical report,As of December 2018,there were 829 million internet users in China,with a penetration rate of 59.6%.In 2018,the internet coverage underwent further expansion and the residents access threshold was further reduced,which led to information exchange efficiency improving.(CNNIC,2019)under the guidance of emerging technologies such as 4G,5G communication technology,intelligent technology and big data cloud technology,a completely different communication pattern has been formed leading to the derivation of various modes of communication.The change of the media ecology has led to changes to the advertising ecology,and internet advertising has become a major form of advertising that cannot be underestimated.The China Internet development report 2018,jointly organized and compiled by the Internet Society of China and the China Internet Network Information Center and released by the Internet Society of China,shows that the scale of China's online advertising market accounts for over 50% of China's advertising market.With the continuous expansion of the scale of internet advertising,it is expected that the scale of China's online advertising market will exceed 600 billion yuan by the end of 2019.(Internet Society of China,2018)Enacted in 1995,the advertisement law of the People's Republic of China(hereinafter referred to as the advertisement law)led to the popularization of advertising,as the fundamental law in the advertisement regulation law system,did not cover all advertising types and caused the structure system not to fit.The law was not refined enough and had a lack of maneuverability,such problems did not promote transparency.The old advertising law had gradually been unable to adapt to the new advertising ecological environment.On April 24,2015,the 14 th meeting of the 12 th NPC standing committee voted for the adoption of the revised advertising law of the People's Republic of China(hereinafter referred to as the new advertising law)and it came into effect on September 1 of the same year.With the development of technology,internet advertising could no longer be ignored in terms of market performance and daily popularity.The former State Administration for Industry and Commerce has been integrated into the State Administration of Market Supervision and will not be retained.As a newly established institution directly under the state council,during the reform process of the party and state organs in 2018,the State Administration of Market Supervision integrated the functions of the former State Administrations for Industry and Commerce,Quality Supervision,Inspection and Quarantine,and the Food and Drug Administration.The Advertising Supervision and Administration Department under the State Administration of Market Supervision plays the role of advertising supervision.The former State Administration for Industry and Commerce began to study management methods for internet advertising in 2011.In 2015,the new advertising law was promulgated and implemented,which provided a more powerful legal support for the legislation and regulation of internet advertising.Discussion,research and other forms of solicitation were used to get the opinions of internet enterprises,industry experts,local industry and commerce,market regulators as well as,consumer representatives,with the final draft created on July 4,2016 and named interim measures for internet advertising management,as of September 1,2016.These are two major measures taken by China to enhance advertising supervision and law enforcement and protect the legitimate rights and interests of consumers with respect to the new situation.The interim measures regarding the supervision and administration of internet advertising are extended on the basis of article 44 of the new advertising law.The new advertising law is the basis of the interim measures regarding the supervision and administration of internet advertising.This paper includes the interim measures with regards to the administration of internet advertising with the background of the new advertising law for unified discussion.Presently,the advertising law of the People's Republic of China and the interim measures for the administration of internet advertising belong to the advertising supervision and administration department of the State Administration of Market Supervision.WeChat advertising is one of the typical representatives of internet advertising,regardless of market share or user usage rate.Internet advertising by virtue of massive user traffic,utilizes a high proportion of the market share,to achieve rapid development.WeChat also has a complex advertising phenomenon due to its semi-closed and semiopen communication mechanism and diversified forms of advertising expression.Moreover,due to the difficulty in obtaining evidence and screening as well as the short development period,WeChat is confronted with severe regulatory forms.The background of the new advertising law is the essential support required for the realization and optimization of WeChat advertising regulation.The background of the new advertising law includes not only relevant laws and regulations,but also the social background since the promulgation of the new advertising law and WeChat advertising regulation requires joint efforts from multiple parties involved in the WeChat platform,its advertising regulatory subject and multiple audiences.Society,government,industry and individuals all play an essential role in terms of the supervision system.This paper uses the background of the new advertising law as the research perspective,takes WeChat advertising as the research object,and combines the content analysis,text analysis as well as investigation and research methods to carry out the research.Chapter 1;introduction of thesis research background,research value.The paper studies the theoretical and practical significance.Through the relevant research both at home and abroad,it finds the breakthrough point of this thesis research,and then through the study in this paper,the research perspective and the main content.A thesis research methods section is also added which points out the research innovations,key points and difficulties.Chapter 2;the background of the new "advertising law" and the overview of WeChat advertising,from the perspective of laws and regulations and literature research,the integration of the background concept of the new "advertising law" and WeChat advertising concept.Analysis of the definition and characteristics of WeChat advertisement with the background of the new advertising law.This paper systematically reviews the WeChat advertising regulation with the background of the new advertising law,including the impact of the new advertising law and the interim measures for supervision and management of internet advertising.It also looks at the internet advertising regulatory system under the new advertising law.The definition and characteristics of the WeChat advertising supervision system are summarized.The WeChat platform built on the basis of the social mechanism is semi-open and semiclosed,with strong privacy and cross-circle communication,etc.In this paper,the forms of advertising born on the WeChat platform are divided into explicit and implicit WeChat advertising according to their identifiability and regulatory difficulty.Chapter 3;content analysis and text analysis.This chapter uses content and text analysis,as well as quantitative and qualitative methods to analyze the current situation of WeChat advertising supervision.Social focus on WeChat advertising regulation will reflect through the news reports regarding the current situation and problems this paper studies.Selecting new "advertisement law" promulgated for WeChat advertising regulation related media coverage as the research sample and finding out with the background of the new "advertisement law".WeChat illegal performance and regulatory status of advertising as well as the main regulatory means and ways.Chapter 4;market research method.This chapter carries out a questionnaire survey of the audience's cognitive attitude and behavior with regards to WeChat advertising regulation,and explores the audience's cognition and understanding of the influencing factors behind WeChat advertising regulation.In addition,the subject of WeChat advertising supervision was deeply analyzed to understand the basis,current mode,key points and suggestions for WeChat advertising supervision.Chapter 5,WeChat advertising regulatory difficulties and causes.This chapter is in accordance to the survey data and analysis results of chapter 4 and 5.It finds out the crux of WeChat advertising regulatory difficulties and causes.WeChat advertising regulation causes the difficulty of specific performance which is;On one hand caused by the WeChat platform itself as it is based on strong relationships and social resources and brings high concealment.These envelops bring a huge user traffic cross transmission mechanism,which makes it difficult to determine the advertisement main body status,advertisers profit-drive,etc;On the other hand caused by the fact that China has not issued regulations specifically for WeChat advertising as relevant regulations are scattered and not systematic,and regulatory departments lack the experience and ability to deal with WeChat advertising.Chapter 6;principles and strategies for WeChat advertising regulation with the background of the new advertising law.This chapter explores the principles and strategies for WeChat advertising regulation with the background of the new advertising law.On the basis of the regulatory principle of paying equal attention to both tolerance,prudence,as well as,coordinated regulation,this paper proposes optimized regulatory strategies for WeChat advertising regulation: advertising identification,information screening,autonomous regulation and law enforcement supervision,in addition to internal and external linkage screening,flexible supervision and strict law enforcement.The platform increases its own purification efforts and sets up relatively independent advertising industry organizations.Governance in accordance with the law as the premise,to provide co-governance supervision.On this basis,this paper is also addressed to the government,industry,platforms,and so,the collaborative public participation of multiple work regulation mode are discussed in this paper.Market supervision and management departments should strengthen internal and external linkage,strictly implement law enforcement,while encouraging the setting up of a relatively independent advertising industry self-discipline organization.The WeChat platform itself should strengthen self-discipline and self-purification,while guiding the public to participate in supervision.To further help improve and develop WeChat advertising supervision in China,there should be promotion of the benign and orderly operation of the WeChat advertising market in China,and full protection of the rights and interests of consumers.Looking forward to the future trend of WeChat advertising supervision: the party management of media becomes fundamental,and a collaborative regulatory system is built;management rules continue to be subdivided,while testing institutions become more professional and independent;network flow debubbling;advertising production and communication return to the essence.Conclusion.Through the above discussion,the conclusion is that a WeChat advertising supervision mechanism has regularity with the background of the new advertising law. |
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