Research On Legal Regulation Of Internet False Advertising

In recent years,advertising based on Internet information technology,promote the rapid development of China's advertising industry.Compared with traditional Chinese advertising,Internet advertising has the advantages of fast speed,wide influence and not limited by time and geography.At the same time,Internet advertising is easy to produce,low-cost,can bring huge economic benefits for advertising subjects,promote the high-speed operation of China's market economy.However,the Internet itself is virtual,and the asymmetric information between operators and consumers leads to the proliferation of false advertising on the Internet.The negative effects of false advertising on the Internet abound,with the legitimate power of consumers and legal operators The beneficial capital will be damaged to varying degrees.This paper mainly consists of four parts:The first chapter is the basic theory part.First of all,the basic concept of Internet false advertising,from Internet advertising to false advertising,Internet false advertising.At the same time,the similarities and differences between Internet false advertisement and traditional false advertisement are compared.Secondly,this paper expounds the economic theory of Internet false advertising regulation by the combination of law and economics.The regulation of Internet false advertising behavior has important practical significance for the fair competition order of China's network advertising market and the legitimate rights and interests of consumers and so on.The second chapter mainly consists of legislative provisions and typical cases in the process of enforcement.According to the level of legislation,the regulation of Internet false advertising is introduced from laws,administrative regulations and department regulations,and local government regulations.Secondly,combined with the typical cases in the current law enforcement and judicial process in China,this paper introduces and analyzes the key and difficult problems in the identification of false advertisements on the Internet.Chapter III the legal regulation of Internet false advertising the legal characterization of the promotion platform in Internet advertising is not clear,the subject of legal relationship is vague,the definition of hidden advertising on the Internet is difficult,on the other hand,the supervision lacks a reasonable system.There are mainly some problems,such as imperfect review mechanism,backward monitoring technology and so on.At the same time,there aredefects in the relief system of consumers' rights and interests,such as unreasonable distribution of burden of proof,difficult to determine jurisdiction and so on.The fourth chapter provides the path choice for our country to regulate the false advertisement of the Internet in view of the above problems.Perfecting the legal position of Internet platform in advertising,strengthening the identifiability of advertising,strengthening the self-discipline and social supervision of the industry,perfecting the litigation system,and so on,this paper puts forward some countermeasures to solve the problems.