| In the era of market economy,the effects of advertising can not be ignored.With the advent of the Internet era,more and more advertisements emerge in an endless stream to meet the eyes of consumers,including both excellent and high-quality type advertisements and a large number of bad advertisements that go against the social fashion.Article 3 of China’s current advertising law puts forward the requirements of "true","legal" and "healthy expression" for advertising content,but the distribution of the three regulatory standards in the full text of the advertising law is unbalanced.Compared with the former two standards,the "healthy expression" regulatory standards have problems such as single source,non-unity and poor operability,which have resulted in the limitation of the regulatory scope of advertising content,the disappearance of mainstream values,the disruption of normal market order and other negative effects.To solve the problems existing in the supervision standard of "health form",we can start from clarifying the position of the supervision standard of "health performance behavior",concretizing the supervision standard and increasing the typed regulation."Healthy expression" however contains the material aspect of the advertising content,but also contains the spiritual value of the requirements,"true","legal" and "healthy expression" belong to the organic unity of the whole.Specific regulatory standards can be referred to the standards of the industry,subjective and objective standards,and focus on the characteristics of new forms of advertising communication.In terms of typed regulations,we can consider adding regulations on news advertisements and other forms of advertisements,increasing regulations on advertising in Internet and mobile media,establishing a classification system for advertising audiences,and formulating provisions prohibiting "vulgar" and "vulgar" undercutting in the future revision of the advertising law.In from the theory and legislation level of regulatory standards exist problems to be resolved,should also be from the level of law enforcement and supervision in order to follow the standards of "real" "legal" advertising law enforcement,the comprehensive law enforcement object after the spread and influence of judgment,enforcement comprehensive demonstrative obligation,clear after the enforcement of the law of administrative reconsideration procedure,build review prior to the enforcement of the advertising industry self-discipline mechanism,build the key point domain of advertising content monitoring mechanism and other measures continue to perfect manifestation of "health" standard. |
