Research On Legal Regulation Of We-media Advertising In China

The we-media advertising industry is booming with huge economic benefits,but the supervision of we-media advertising has not kept pace with The Times.The relevant laws and regulations cannot meet the practical needs of the supervision of we-media advertising,which leads to chaos in the advertising industry and damage to consumers' rights and interests.It needs to be addressed by law timely.Therefore,based on the current situation of we-media advertising,this paper summarizes the characteristics and regulation necessity of we-media advertising.After sorting out the existing regulatory difficulties of we-media advertising in China,it attempts to construct the legal regulation mechanism,so as to respond to the legal requirements of we-media advertising regulation and better protect the rights and interests of consumers.In addition to the introduction and conclusion,this paper has four parts:The first part is the overview of we-media advertising.We-media advertising refers to a commercial advertising activities,in which commodity operators or service providers directly or indirectly introducing the commodities or services they promote,and achieving specific communication effects or commercial purposes.With the form of advertising as the standard,we-media advertising can be divided into four categories: " experience sharing ads,product placement,transshipment ads and visible ads".On the whole,the basic characteristics of we-media advertising include the diversity of we-media platforms and main body of advertising release,the non-specificity of advertising audiences,the interactive experience of advertising content,and the concealment of advertising forms.The second part is the necessity analysis of we-media advertising regulation.Due to the lack of self-discipline and heteronomy in the we-media advertising industry,the disorder of the industry and the damage of consumers' rights and interests,it is necessary and urgent to regulate we-media advertising.This is not only conduce to promoting the order of the we-media advertising market and protecting the rights and interests of consumers,but also conduce to promoting the benign development of the we-media advertising industry.The third part combs the predicament of legal regulation of we-media advertising from the five dimensions of regulatory object,subject,basis,method and responsibility.This part summarizes the current predicament of regulation of we-media advertising: fuzzy object identification leads to "difficult application" of traditional access mechanism,existing regulatory subjects of we-media advertising are incomplete,lack of legal norms and industry self-discipline norms,regulatory system adjustment is inefficient,and the rights and responsibilities of we-media platforms are unclear.The fourth part construct the legal regulation mechanism of we-media advertising in China.Firstly,reconstruct the we-media advertising standards based on the protection of consumers' rights and interests.Secondly,guided by the theory of "meta-regulation" and combine with mature experience from abroad,this paper discusses the governance mode of diversified regulatory subjects,and expands the regulatory subjects from the original combination of government supervision and industry self-regulation to the joint regulation of government,industry and society.Thirdly,perfect the rule system that combines "soft law" and "hard law".It will emphasize and establish the important position of "soft law",such as the self-regulation of industry,and always insist on the subject status of hard law.In addition,this paper attempts to establish the prior access permit and margin system,explore the normalized collaborative supervision system,and innovate the post-disciplinary compensation mechanism.Finally,clarify the main responsibility of the we-media platform and build responsibility allocation mechanism based on whether to obtain advertising profit.