Research On The Legal Regulation Of Online Advertising

The development of online advertising has far exceeded the traditional media advertising.Online advertising has become the most trusted marketing method for operators because of its significant features such as strong interactivity,high push accuracy,linkability,and cross-regionality.However,legal issues caused by the particularity of online advertising have gradually been exposed.Legal issues such as network hidden advertising,personal information leakage,dispute jurisdiction,and overlapping subject identities.Effective legal regulations will become an important condition for market competition order and consumer rights protection.At present,the traditional advertising legal regulation system lacks the proper adaptability to online advertising.How to strengthen the legal regulation of online advertising and effectively manage the legal problems caused by online advertising has become an urgent problem.This article will carry out legal analysis on this and put forward its own suggestions.In addition to the introduction and conclusion,this thesis consists of the following parts:The first part is the theoretical foundation of online advertising,including: defining online advertising,the legal subject of online advertising,the particularity of online advertising and illegal acts of online advertising,online false advertising and online pornographicadvertising,and the need for legal regulation of online advertising.And the theoretical basis,the legal problems caused by the particularity of online advertising.The second part,the current status of China's online advertising legislation,puts forward the problems of China's online advertising laws and regulations,including improper online advertising content,blurred advertising subject boundaries,and the lack of relevant industry self-regulatory organizations.The third part is the reference system of foreign online advertising laws and regulations.It studies the legal regulations of online advertising in the United States and the European Union,and summarizes the enlightenment of foreign online advertising legal regulations to China.The fourth part,based on the above analysis,puts forward suggestions to improve the legal regulations of online advertising in China.Including: clarifying the basic principles of the legal regulation of online advertising,improving the special legislation based on the legal regulation of online advertising,improving the online advertising supervision system,strengthening the supervision of market access,clarifying the obligations and responsibilities of online advertising related entities,and improving the regulation of online advertising content suggest.The fifth part is suggestions to improve the legal regulation ofonline advertising in China,clarify the basic principles of legal regulation of online advertising,improve the legal system and legal supervision system of online advertising,and establish a pre-examination system.