The Research On The Advertising Supervision And Regulation Of Domestic Video Website

In the Internet and mobile Internet era,with the development of information network technology and mobile communication technology,and the popularization of mobile terminal devices such as computers and smart phones,has changed and subverted the current media environment and communication ecology.Under this special background,video player websites have been developing rapidly.As the major profit model,video websites advertisements are favored by advertisers and developed in a spurt manner.However,a series of problems have emerged behind the smash hit.Under China's current advertising supervision system,the main regulatory means for advertising is still after the release of advertisements.The development of video websites in China has been flooded,which makes the form and content of China's video websites advertisements are characterized by diversity,immediacy,and variability.It is difficult to achieve prior,immediate,and effective supervision on it.Therefore,there is an urgent need to improve the governance of the advertising industry and promote the healthy development of the advertising industry.This paper takes the advertising development and supervision of internet and mobile internet as the macro background,and builds an analysis framework of "Video Website Advertising—Advertising Forms—Illegality-Regulatory Countermeasures",puts video websites advertisements' supervision practice specific issues under this framework,so that the complex reality problems can be classified logically,comprehensively covered,and highlighted.Firstly,analyzing the development and characteristics of video website advertising driven by technology,then sums up the common advertising forms of video websites,and combines related literature researches,it puts forward a new conception of video website advertising supervision from the perspective of advertising forms.Then,through literature analysis and cases analysis,it summarizes the common problems and illegal symptoms of video website advertisements and the individual high-frequency problems of each advertisement form in practice.Then,this article combines the background of Internet Advertising 2.0,reflecting on the current situation of supervision on video website advertising,which is mainly reflected in the absence of advertising legislation at the macro level and the lack of refined supervision and operation mechanism.Finally,based on the previous issue study and China's special context,the corresponding issues were examined from the perspective of legal regulation and regulatory operating mechanisms.The effective supervision experience at home and abroad was reviewed.On the one hand,the establishment of systematic and refined advertising supervision standards was proposed.Including:establishing a systematic advertising and legislative standards to fill the gaps in the advertising legislation of video websites,and detailing the rules and regulations for advertising supervision to regulating the supervision of advertising campaigns.On the other hand,it proposes to establish a supervision mechanism which matched with the Internet 2.0 advertising format.The innovation strategy of the supervisory mechanism includes the following:First,implementing the multi-linked advertising campaign supervisory body based on government supervision and industry self-regulation.Second,relying on the audience feedback to realize the social co-governance of advertisement supervision;Third,using big data monitoring to improve the effectiveness of advertising supervision;Fourth,enhancing the supervision capability of advertising supervisors,so that the supervision of video site advertising can be implemented.