美国网络广告的法律治理  

Legal Regulation of Online Advertising in the US

作　　者：周辉[1] 

机构地区：[1]中国社会科学院法学研究所

出　　处：《环球法律评论》2017年第5期142-161,共20页Global Law Review

基　　金：2017年度国家社会科学基金一般项目"网络平台治理法律理论构建和应用研究"(17BFX166)的研究成果

摘　　要：美国互联网被视为传统广告传播媒介的一种,因此在法律制度设计和具体治理等方面并不具有明显特殊性。传统广告的立法、治理主体和机制在网络环境下继续发挥着主导作用。作为商业言论,网络广告受到美国宪法第一修正案的保护,政府立法和监管相应受到限制。网络广告不再受地域限制,根据美国宪法中的"州际贸易"条款,以美国联邦贸易委员会为代表的行政机关,是负责网络广告监管的最主要主体。结合网络广告的特点,美国立法机关和行政机关除了拓展适用既有立法,也适时进行专门立法和及时进行行政指导。美国广告自律监管理事会等行业组织的自律监管和Google等网络平台企业的自我治理,在网络广告治理中发挥着重要作用。美国网络广告的法律治理呈现出事后审慎监管、部门分工协作、治理手段多元、自律治理有效、平台责任规则科学等特点,推动了美国网络广告持续快速稳定发展。In the United States, the Internet is generally regarded as a kind of media for transmitting advertisement, and there is no obvious particularity in the design of the legal system and the concrete process of regulation of online advertising. Traditional advertisement legislative and regulatory bodies and mechanisms continue to play a leading role in the Internet environment. As commercial speech is protected by the First Amendment, the legislation on and the regulation of online advertising are relatively limited. Online advertising is inevitably cross- border. According to Interstate Commerce Clause in the U.S. Constitution, FTC and other fed- eral agencies are the main bodies responsible for the regulation of online advertising. In light of the characteristics of online advertising, U.S. legislative and executive branches have not only expanded the application of the existing legislation, but also conducted special legislation and carried out administrative guidance in a timely way. Self-regulation by industry organizations such as Advertising Self-Regulatory Council and self-governance by Internet platform companies such as Google also play an important role in the regulation of online advertising. The legal reg- ulation of online advertising in the US shows the characteristics of ＂ex-post supervision ＆ pru- dential regulation, collaboration among different departments, multiple methods of regulation, effective self-governance, and scientific platform responsibility rules＂, which are conducive to the stable and rapid development of online advertising in the US.

关 键 词：网络广告 商业言论 平台治理 平台责任 私权力 

分 类 号：D971.2[政治法律—法学] DD912.29