Research On The Legal Regulation Of We Media Advertising

With the continuous updating and changes of modern information technology,self-media,as a new form of media advertising,has brought earth-shaking changes to the release and dissemination of commercial advertisements.In this context,commercial advertisements have also begun to rely on self-media platforms to form various types of self-media advertisements,which have won the favor of a large number of advertisers with their lower production costs and faster dissemination speed.However,although self-media advertising is currently developing rapidly and has a lot of benefits,the particularity of self-media advertising has led to many problems that are difficult to solve according to current legal norms,hindering the healthy and orderly development of the self-media broadcasting industry.Legal regulation of media advertising is imperative.The text of this article has four parts:In the first part,the research background and research significance of this paper are explained,and the current domestic and foreign research on the legal regulation of self-media advertising is classified and summarized,and the research ideas and research methods of this paper are briefly discussed.The research content and innovation points are explained.In the second part of the text,it is a systematic introduction to the general situation of self-media advertising.On the basis of analyzing the concept of self-media advertising,combined with popular cases,the main manifestations of current self-media advertising are introduced,and based on the analysis of the characteristics of self-media advertising,the particularity of legal regulation of self-media advertising is preliminarily discussed.The third part of the text is an analysis of the problems existing in the current legal regulation of self-media advertising in my country.From the two aspects of substantive law and procedural law,this paper analyzes the deficiencies in the current legal regulation of self-media advertising.In terms of legislation,the main problems include the lack of effective legal provisions for self-media platforms,the unclear division of responsibilities of advertising entities,the lack of targeted legislation for advertorial advertisements,and the insufficiency of legal norms on self-media advertising entities;Problems include: imperfect pre-examination procedures,difficulties in investigation and evidence collection,unclear ownership of jurisdiction,and insufficient regulation by industry associations.Therefore,it points out the necessity of perfecting the legal regulation of self-media advertising,and provides a basis for the analysis of the regulation and suggestions of self-media advertising in the following.The fourth part of the text is the relevant suggestions for further improving the legal regulation of self-media advertising in my country.Based on the current regulatory status and problems of self-media advertising,combined with the experience of foreign regulations such as the United States,the European Union and Japan,corresponding regulatory suggestions are put forward.In terms of legislation,it specifically includes: improving the relevant legal norms of the self-media platform,clarifying the qualifications of all parties in the self-media,strengthening the express obligations of self-media advertising,and supplementing the legal responsibility of the main body of self-media advertising.In terms of legal implementation,it includes:improving the pre-review procedures for self-media advertisements,improving self-media advertisement investigation and evidence collection techniques,improving the self-media advertisement jurisdiction system,and strengthening the self-discipline role of advertising industry associations.