韩国网络广告治理的经验与启示  

The Experience and Enlightenment of Korean Governance on Online Advertising

作　　者：李明伟[1] 

机构地区：[1]深圳大学传播学院,深圳518060

出　　处：《现代广告》2012年第7期55-58,共4页Modern Advertising

基　　金：国家社科基金2011年青年项目（11CXW032）、广东省“千百十工程”项目研究成果之一.

摘　　要：韩国的网络广告治理十分注重对既有法律的修订和传统治理体系的完善。1999年开始实施的《公平标签与广告法》历经9次修订，迄今仍然是韩国广告包括网络广告管理的基本法。该法对广告主设定了关键信息的披露义务和广告事实的证实义务，以从立法上确保广告中实质性内容的充分、真实与明确，客观上免除了消费者和执法机关证明广告为假的法律负担。与我国不同，韩国不刻意追求对网络广告的全面实时监测，而是以重点监管和悬赏举报制度织罗了一张无时无处不在的弥天法网。此外，其以法治促自治的治理思路，拒收诱购广告的消费者注册系统，也颇具借鉴价值。Korea prefers to amend the existing laws and perfect the traditional governance system in online ads governance. The Fair Labeling and Advertising Act.1999, which has been amended 9 times, is sill the basic law of online ads regulation. In order to guarantee the sufficiency, truth and definitude of the material content in ads, This Act set obligations to advertisers to disclose the key messages and confirm the facts in ads, which release the legal burden of consumers and law enforcement authorities to prove ads false. And also unlike China deliberately pursue a comprehensive real-time monitoring of online ads, Korea establish the long-arms justice by the key regulation and the reward reporting system. Besides, Korean design to promote autonomous governance by rule of law, and the Registration System for Rejecting Reception of Purchase Offer Soliciting Ads, have much reference value.

关 键 词：韩国 公平交易委员会 网络广告 广告治理 

分 类 号：F713.8[经济管理—广告]