Research On Censorship Obligation Of Internet Advertisers

Compared with the traditional advertising industry,Internet advertising has the characteristics of precise delivery,cross-space delivery and strong interactivity.The rapid growth of the Internet advertising industry has brought with it many problems including data security and advertising violations.This article sorts out the relevant laws and regulations from 1982 to 2018,and analyzes the judgments concerning the review obligations of Internet advertising publishers from 2017 to 2019.Provide a theoretical basis for the determination of the boundaries of the review obligations of Internet advertising publishers.This article firstly conducts a typological study on the different publishing entities on which Internet advertising is based,to clarify to what extent the relevant Internet companies and corporate users each have control over the publishing of advertisements.Secondly,by combing and analyzing the evolution of normative documents related to the traditional advertising industry and the Internet advertising industry,in the traditional advertising industry,the publisher 's review obligation has expanded from the review of specific content to the review of prohibited content.In the Internet advertising industry,the review obligation of advertising publishers has changed from reviewing prohibited content to "verifying" advertising content to "checking" advertising content.The review of the qualifications of advertisers is a substantive review.Thirdly,this article types the relevant typical cases based on the classification of Internet advertisements.It can be seen that the publishers who have not verified the qualifications of the advertisers will be punished,and the advertisements that violate the prohibitions of the law will be published by the advertisements.Take responsibility.Internet platforms are also obligated to review illegal advertisements posted by their users "knowingly or should know",and their scope includes the contents of the knowing or knowing advertisements or the qualifications of the advertising subjects that have not been reviewed.However,if it only serves as a network information service provider and does not participate in the front-end process of advertising,there is no obligation to review.In the process of publishing Internet advertisements through programmatic purchases,there are disputes among the publishing entities.At this time,the legally internal specifications signed during the programmatic purchase process can be used to confirm the advertising publishing entities.Therefore,Chapter 6 compares and analyzes the internal specifications of Internet advertising publishers.According to the different natures of the platform,it is divided into two types: undertaking censorship obligations and not undertaking censorship obligations.However,no official standards have been determined for the content and standards of censorship.Therefore,the establishment of the review obligation of Internet advertising publishers not only determines the review subject according to the implementation situation,but also needs to determine the subject who has the ability to control the advertising release according to the basic value law of fairness and justice.The formulation of the country also needs a clear industry standard to guide.In order to create a good Internet advertising business environment and sufficient to protect the legitimate rights and interests of advertising publishers and consumers,it is necessary to use the monitoring advantages of Internet advertising publishers to expand the review requirements for advertising content to a standard that can be determined by ordinary rational people,Through industry self-regulatory organizations,establish different levels of review standards to promote the healthy development of the Internet advertising industry.