消费转型期农村墙体广告的法律治理  

Legal regulation of walladvertising in the rural area during the consumption transformation period

作　　者：段礼乐[1] 

机构地区：[1]深圳大学法学院

出　　处：《广告大观（理论版）》2010年第1期98-105,共8页Journal of Advertising Study

基　　金：中国法学会部级法学研究课题<虚假广告治理的制度对策研究>的阶段性成果;项目批准号C0818

摘　　要：在农村,受多种因素的影响,墙体广告的说服能力很强。本来没有危害的墙体广告随着农村消费转型存在诸多违法之处。农村消费者收入水平低,消费知识缺乏,消费习惯易于为不法企业利用,导致农村消费者成为消费者保护体系中的薄弱环节。我国《广告法》及其配套规定未能对规制农村墙体广告做出明确规定。广告执法施力不均使违法的农村墙体广告未能得到及时、有效的治理。应当对作坊广告和企业广告做出区分,配以不同的治理机制。应当完善农村墙体广告法律规定,加强农村地区的广告监管。The wall Ads in the rural areas have strong ability to persuade the rural consumer because of various factors. With the transformation of consump- tion, there are many illegal aspects. The low income levels of rural consumers, deficiency of knowledge about consumption, the illegal enterprises manipulate their consumption habitats. These factors result rural consumers become weak part of consumers protection system. There are no abstract provisions to regulate the rural wall Ads in the China＇ s Ads law and its accessory law. Meanwhile, because of the unbalance of the power to regulate the rural wall Ads to the urban area. We should make a distinction between Workshops advertising and corporate advertising, then coupled with the different governance mechanisms. And we should improve the rural wall advertising law and strengthen the advertising regulation in rural aeras.

关 键 词：消费转型 农村墙体广告 危害 法律治理 

分 类 号：D922.294[政治法律—经济法学]