Research On Internet Advertising Ethics Issues And Countermeasures

In recent years,the scale of Internet advertising is expanding consistently,with forms enriched and effects optimized,grows rapidly.However,during the development process,it is unavoidable to encounter the dual paradox-economic development and ethical anomie.The lack of Internet advertising ethics not only damages the interests of users at the micro level,but also harms the long-term development of the Internet company itself.In the meantime,it also causes users' a crisis of confidence in Internet advertising at the macro level,which affects the effectiveness of Internet advertising and promotion,and ultimately harms the healthy development of the Internet advertising industry.The first chapter of this article introduces the definition,classification,characteristics,and participants of Internet advertising,highlights the particularity of Internet advertising compared to traditional advertising,and paves the way for the ethical issues that are revealed below.Then the necessary materials for advertising ethics are sorted out,and the basic concepts of Internet advertising ethics and their connection with advertising ethics are introduced.The second chapter firstly introduces the ethical principles to be followed by Internet advertising based on advertising and ethics theory,and then defines the ethical anomalies of Internet advertising.It also introduces the main ethical problems existing in China's Internet advertising industry,including false advertising,Vulgar advertisements,erotic advertisements,intrusive advertisements,and targeted advertisements violating the privacy of user,etc.,summarizes the specific manifestations of these ethical issues,and give examples.The third chapter analyzes the reasons for Internet advertising ethics anomie from the perspective of laws and regulations,supervision,industry self-discipline(including corporate self-discipline,advertising practitioner self-discipline)and users.Aiming at the above-mentioned Internet advertising ethical problems and the reasons for their emergence,in Chapter 4,we propose specific countermeasures to avoid Internet advertising ethical problems from the perspective of self-discipline and other laws.Internet advertising ethical issues can be roughly divided into two categories:one is the ethical problems inherent in traditional advertising,which has a new form of expression on the Internet;the other the ethical problems which have never occurred before.Studying Internet advertising ethics has great practical significance for the ordinary users,Internet companies,as well as the advertising industry.