中国广告审查制度的历史变迁、问题及优化路径  

Historical vicissitude of advertising censorship in China, issues and solution of improvements

作　　者：廖秉宜[1] 

机构地区：[1]武汉大学新闻与传播学院广告学系

出　　处：《广告大观（理论版）》2013年第6期39-47,共9页Journal of Advertising Study

基　　金：2013年度湖北省教育厅人文社会科学研究项目<基于产业创新系统视角的中国广告产业发展研究>(项目编号:13g011);武汉大学"351人才计划"的研究成果之一

摘　　要：广告发布前审查制度的建立,是防止虚假违法广告和有悖社会伦理道德的广告流入市场的重要制度安排。改革开放以来,我国广告审查制度经历了由最初的广告经营者和广告发布者自我审查,到广告审查"双轨制"的制度演变过程。当前,我国广告审查制度存在一些突出的制度缺陷,表现为重视广告事后监管,广告发布前审查往往流于形式,导致大量违法广告流入市场;重视特殊行业的广告审查,对一般行业审查缺乏有效的制度设计;重视广告审查权利的赋予,而对广告审查失责缺少有效的监督与惩罚机制;重视商品广告的自我审查与行政审查,广告行业自律机构审查处于一种事实的缺位状态。本文由此提出了广告审查制度优化的实施路径,即构建政府主导与行业协会参与的审查制度,明确广告审查机构及其人员的权利与责任,广告审查与行政监管和司法管理结合,特殊行业广告与一般行业广告审查兼顾,建立和健全消费者、企业投诉处理机制,多方联合组建独立的广告自律审查机构。The advertising review system before pubLished is an important institutional arrangement to prevent the false and iLlegaL advertising or the advertisement contrary to social ethics and moraL from infLowing into the market Since reform and opening in China, advertising review system has undergone the regime evolution process from the initial self-censorship of advertising agencies and advertising media to the ＇dual track＇ of advertising review At present, there are many prominent problems about the advertising review system in China： 1 ）Attaching more mportance to advertisement regulation after published, advertising review before published becomes a mere formality which Leads to Lots of illegal advertisements infLowing into the market. 2 ）Attaching more importance to advertising review of special industry, but Lack of effective system design on advertising review of general ndustry. 3 ） Attaching more importance to advertising review empowerment, but Lack of effective supervision and punishment mechanism to dereliction of duty in advertising review. 4）Attaching more importance to advertisement＇s self-censorship and administrative review, but Lack of self-examination by the advertising association. Finally, the author puts forward the optimize paths of advertising review system： 1 ） Constructing the new advertising review system of the government-led with advertising industry associations participating in. 2 ） Defining the rights and responsibilities of advertising review institutions and their personnel. 3 ） Combining the advertising review and administrative and judicial management. 4） Taking into account both the special industry advertisement and the general industry advertisement＇s review. 5 ） Establishing and improving the complaints handling mechanism from the consumers and enterprises. 6 ）Setting up an independent advertising self-discipline review institution

关 键 词：广告审查广告审查制度广告监管制度广告行业协会 

分 类 号：F713.8[经济管理—广告]