Research On Government Regulation And Countermeasures Of Internet Advertising

With the development and progress of Internet technology,every corner of our residents' lives has been filled with internet information.People are becoming more and more inseparable from the Internet,and their dependence on the Internet is becoming more and more serious.So many businesses start to Internet advertising,Internet advertising forms are also diversified and comprehensive development,even with the Internet technology development,Internet advertising has according to the user's browsing habits,browsing history for accurate delivery.Were divided according to the terminal equipment for advertising,Internet advertising can be divided into the traditional mode of Internet advertising and mobile Internet advertising,mobile devices in recent years especially mobile phone function more and more diverse and perfect,commercial organizations for mobile devices on the mobile Internet advertising more and more,and the wild type mobile Internet advertising growth at the present stage of development,highlighting more and more problems,such as advertising fraud,put the irregular forms of harassment,etc.for customers.At present,the Internet advertising market in China is not standardized,resulting in chaos,false advertising rampant,has brought great distress to the majority of Internet users,and even to the vital interests of Internet users caused by the infringement,so our government departments for the development of mobile Internet advertising norms,take some regulatory measures,but the effect is not obvious in the illegal evidence collection,supervision implementation,accountability and other aspects have different degrees of difficulty,it is difficult to effectively regulate the mobile Internet advertising,supervision.This paper makes a deep understanding in the delivery of the status quo of China's Internet advertising,analyzes the characteristics and development trend of China's mobile Internet advertising,government agencies are discussed the problems existing in the regulatory process in advertising on the mobile Internet,and then study the causes of such problems,and the successful management experience of developed countries the United States,European Union and Japan,combined with the relevant authority theory put forward the corresponding countermeasures and scientific music on China's government regulation of Internet advertising,including a clear government regulation of Internet advertising,Internet advertising to strengthen the basic principles of government supervision system construction,clear definition of Internet advertising status,establish and improve the Internet advertising supervision information disclosure the system,hoping to explore a set of suitable for China's Internet environment,Internet advertising supervision system To promote the healthy and long-term development of Internet advertising market in china.