冲击与应对:互联网时代的广告法  

Advertisement Law in the Internet Age: Impact and Response

作　　者：姚志伟[1] 王媛媛[2] 

机构地区：[1]广东金融学院法律系 [2]暨南大学法学院

出　　处：《浙江传媒学院学报》2017年第2期111-116,154,共6页Journal of Zhejiang University of Media & Communications

基　　金：2014年广东省普通高校创新强校特色创新类项目"网络广告市场知识产权问题研究"的研究成果

摘　　要：《中华人民共和国广告法》修订的重要目标之一是应对网络广告兴起给广告法带来的冲击,这些冲击主要包括:网络广告的海量性给广告审查带来的冲击;网络广告经营、发布的低门槛给广告登记制度带来的冲击;以及一些网络广告形式对用户正常使用网络造成侵扰等。修订后的广告法对上述冲击做出了一些应对,例如将自然人纳入广告发布者主体,弥补了法律与现实之间的巨大鸿沟;将广告经营者、广告发布者对内容的义务由"核实"变为"核对",在一定程度上减轻了网络广告经营者、发布者的负担;规制网络广告发送、发布的形式,防止侵扰用户,保障了用户的权益。On 24th April 2015,the 14th session of the 12th National People's Congress passed the reversion of the Advertisement Law of the People’s Republic of China,coming into effect on 1st September 2015.One of the main purposes of the revised Advertisement Law is to respond to the impact of the development of internet advertising,including the impact of the countless number of ads on censorship,the impact on the advertising legislation system brought by the low threshold of internet advertising operations and publications,as well as the harassment caused by internet ads.Therefore the revised Advertisement Law has responded to abovementioned impacts,such as integrating natural persons into the issue of ads publishers,which has narrowed the gap between law and reality.The revision changed the expression of'verifying'the content of the ads published by ads owners and publishers into'checking',which reduced the burden on these operators.It can not only regulate the transmission and publication of internet ads,but also prevent the harassment of users and safeguard their rights.

关 键 词：新《广告法》 网络广告 广告发布 

分 类 号：D922.8[政治法律—法学]