Research On The Supervision Strategy Of Weibo Advertisement In The Context Of New "Advertising Law"

Weibo ads are new media born under web2.0 technology.The communication characteristics of Weibo,combined with traditional ads,can produce better advertising results.Specifically,microblogging advertising refers to the use of text,pictures,videos,links,and other forms of advertisers to promote their own product or service information dissemination through the microblogging platform.The role of microblogging advertising is essentially similar to traditional advertising,used for merchandise marketing.However,compared with traditional advertisements,microblog advertisements have many unique advantages;microblog advertisements rely on microblogging platforms for fissile transmission,which is subject to numerous,fast and wide spread;at the same time,it changes the single point of traditional advertisements from point to point.The communication mode uses the attention mechanism and forwarding function of the Weibo platform to conduct face-to-face interactive communication,which has high openness and interactivity.It significantly reduces advertising costs while improving the pertinence and accuracy of advertisement delivery.Therefore,it is deeply loved by advertisers.At present,the research on the regulatory legal system of microblogging advertising in China is still lacking,and there are deficiencies in legislation and supervision.However,the promulgation of the new "Advertising Law" provides a strong legal basis and guidance for the supervision of microblogging advertising.In view of this situation,we can analyze the problems in the dissemination of microblogging advertising in the context of the new "Advertising Law." And the reasons,the use of foreign countries to absorb relevant experience to improve China's microblogging advertising regulation.First of all,it is necessary to revise and improve the new "Advertising Law" to include microblogging advertising in the scope of advertising law adjustments,to clearly define microblogging advertising and its legal responsibilities,to give the right to publish microblogging advertisements,and to put online service providers into microblogging.Within the scope of advertising,a special supervisory agency shall be set up to supervise the illegal advertising activities of Weibo through professional technical training supervisors so as to standardize the advertising behavior of the Weibo platform and establish a market access system based on registration.In addition,we should also attach importance to the important role of industry self-regulation and social supervision in microblogging advertising regulation and establish a sound microblogging advertising supervision system.This article studies the microblogging advertising regulatory strategy in the context of the new "Advertising Law",case analysis methods,content analysis methods and other research methods,To connect some representative articles and monographs,and analyzes some typical cases of microblog advertising in combination with the current data of China.The legal regulation of microblogging advertisements under the new advertising language in China was studied.At the same time,the legal regulation of microblogging advertisements in western developed countries and the current status of legal regulation in China were used to analyze the supervision of microblogging advertisements in the context of the analysis of new advertising laws.On the basis of the reasons,we attempted to summarize the problems existing in the legal regulation of China's microblog advertising and proposed suggestions for improving and supervising the legal regulation of China's microblog advertising.The main points of this paper are as follows:Firstly,in the context of the new "Advertising Law," Weibo ads have the characteristics of unqualified advertisers,wide coverage,strong pertinence,and more concealed features.It is difficult to accurately determine the content of the regulations,and it is difficult to fundamentally implement advertisements.The principle of authenticity,it is difficult to fundamentally solve the limitations of consumer rights protection issues.Secondly,in the context of the new "Advertising Law",there are many difficulties in the supervision of microblogging advertising,the complexity of the dissemination of content,the difficulty in the jurisdiction of advertising fission transmission,the backwardness of traditional regulatory technologies,and the ineffective supervision of relevant laws and regulations.More rigorous regulatory measures are needed to regulate.Thirdly,in the context of the new "Advertising Law",in order to better monitor Weibo's advertising,we should improve laws and regulations to strengthen the basis for law enforcement and explore new methods to strengthen supervision.Then improve the microblogging advertising supervision system,establish microblog advertising effectiveness evaluation criteria,and strengthen the establishment of microblogging advertising market access system.At the same time,we must also improve the quality of Weibo's own content,strengthen industry self-discipline,and increase penalties.The important value of this paper is mainly reflected in the following aspects:First,through the interpretation of the new "Advertising Law," find out its meaning and value,and define the concept of the new " Advertising Law" context,and analyze and summarize the characteristics and limitations of Weibo ads compared to other advertisements in this context..Second,through the elaboration of the relevant provisions of the new "Advertising Law" on the Internet environment and its regulatory characteristics,the new "Advertising Law" studies the regulatory environment of Weibo ads to find out the regulatory difficulties in the dissemination of Weibo ads.And from this,analyze the reasons for its problems.Third,on the basis of analyzing the regulatory issues in the dissemination of Weibo advertisements in the context of the new “Advertising Law” and seeking out the causes of the problems,we propose a practical and feasible monitoring strategy for Weibo ads and its future development trends.This article mainly analyzes the supervision of microblogging advertising in the context of the new "Advertising Law" from the following seven chapters:The first chapter is introduction.Through the research background,the research value is discussed,and then the theoretical and practical significance of this paper's research is put forward.Based on the review of the relevant domestic and foreign literatures,the relevant research at home and abroad is discussed and analyzed.The lack of research perspectives at home and abroad and the lack of research content provide an entry point for this research.Through the literature review research,the paper proposes the research ideas and research content of this thesis;on this basis,it analyzes the innovation,key points,and difficulties;Proposed a certain search.The second chapter is the microblogging advertisement in the context of the new "Advertising Law." It mainly introduces the basic theories of microblog advertising and the basic theory of the legal regulation of microblog advertising under the new context of French advertising.Including the overview of the new advertising language in French,the concept of microblogging advertising,the characteristics of microblogging advertising,and the classification of microblogging advertisements,and the characteristics of microblogging advertisements under the new “Ad Law” context,in order to pass the characteristics of microblogging advertising itself.Analysis of the characteristics and characteristics,as well as the exploration of the differences between Weibo advertisements and other categories of advertisements in the context of the new “Ad Law”,in-depth understanding of Weibo advertisements,and better understanding of the legal regulations of Weibo advertisements.The third chapter is about the supervision environment of Weibo advertisement in the context of the new "Advertising Law".First introduced the new "Advertising Law" norms of the network environment,followed from the supervision content,supervision form,supervision platform or technology in three aspects of the new "Advertising Law" on Weibo advertising regulatory environment.Through the analysis and analysis of the regulatory environment,we can better find out the problems in the context of the new "Advertising Law."The fourth chapter is about the problems and causes of the microblog advertising in the context of the new "Advertising Law".Firstly,combined with the legal regulation of microblogging advertising in China,this paper analyzes the problems of microblogging advertising and points out the fact that China's microblogging advertising still lacks related legal regulations.It is mainly the definition of the main body of the microblog advertising,unfair competition issues,inappropriate content and regulatory issues,followed by a summary and analysis of the reasons for the existence of problems in the dissemination of microblogging advertising in China.By studying these issues,we can find out the deficiencies in our country's microblogging advertising legislation and supervision,and point the way for China's future regulation of microblogging advertising.The fifth chapter of the new "Advertising Law" context microblogging advertising supervision strategy research.Mainly from the sound laws and regulations,to explore new methods,improve the supervision system,establish assessment standards,and combined with the foreign microblogging advertising legal regulations for our country's enlightenment,hope to look through their own supervision system and study of foreign related systems Rethinking our country's deficiencies and deficiencies in relevant laws and regulations,combining our country's actual conditions,absorbing advanced legislative ideas and excellent experiences,and providing reference for China's further legal regulation of Weibo advertisements.The sixth chapter puts forward the future development trend of microblogging advertising in the context of the new "Advertising Law." First of all,highlight the importance of legislation from the concept,emphasize the improvement of China's microblogging advertising legislation,clearly define the microblogging advertising subject and its legal responsibilities,and strengthen the regulation of microblogging advertising content through laws and regulations.Secondly,it puts forward its own recommendations on the market access system of microblogging advertising,and at the same time emphasizes improving the review system and supervision system of microblogging advertising,starting from many aspects such as legislation,review,supervision,etc.,and systematically putting forward the microblogging advertisement regulation system in China.Recommendations in order to promote the improvement of China's microblogging advertising legal system.The last chapter is conclusion.Through the summary of existing research background and literature,using the correct research methods,we summarized the characteristics and limitations of microblogging advertising in the context of the new “Ad Law”,and explored the regulatory environment in which microblogging advertising is currently located.In this environment,there are regulatory issues and their causes in the microblogging advertisement dissemination,and then summarizes the microblogging advertising supervision strategy in the context of the new "Advertising Law",and has achieved the preset goal of this study.