新广告法规中互联网广告概念的合理性辨析——以电子商务网站销售页面信息为中心  

The Rational Differentiation and Analysis of Internet Advertisement Concept in New Advertising Laws——Centering on Sales Page Information on E-Commerce Website

作　　者：姚志伟 

机构地区：[1]广东外语外贸大学 [2]广东金融学院法学院

出　　处：《湖南师范大学社会科学学报》2017年第6期110-116,共7页Journal of Social Science of Hunan Normal University

基　　金：国家社会科学基金项目"网络平台治理法律理论构建和应用研究"(17BFX166);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";广东金融学院创新强校项目"新形势下互联网广告治理研究"

摘　　要：2015年《广告法》进行了新的修订,2016年广告法的配套法规《互联网广告管理暂行办法》颁行。新广告法规中互联网广告的概念过度扩张,缺乏合理性,以电子商务网站销售页面的信息为例,由于互联网广告概念的扩张,导致互联网广告与非广告信息界限模糊,影响了法律的可预期性。同时,互联网广告概念的扩张会导致严格的广告规制进入电子商务领域,造成种种不良后果。最后,即使互联网广告概念不扩张,电子商务网站销售页面信息不被认定为广告,《反不正当竞争法》等其他法律也可以对销售页面的虚假信息进行规制,保护消费者的权益,实现与广告法规制相同之目的。In 2015,a new revision of Advertising Law was issued.The Interim Measures on Internet Advertising Management as the matched laws and regulations of Advertising Law was then issued in 2016.In new advertising laws and regulations,the concept of Internet advertisement is overextended and lacks rationality.Take the sales page information on E-commerce website for example,the expansion of Internet advertisement concept leads to indistinct boundary between advertisement information and non-advertisement information,thus the predictability of law is affected.Meanwhile,such expansion will result in strict advertising regulations access to e-commerce,so it can give rise to various adverse consequences.Finally,even if the expansion of Internet advertisement concept doesn't occur and sales page information is not deemed to be advertisement,other laws such as Anti-Unfair Competition Law may also regulate and limit the false information of sales page and protect the rights and interests of consumers to realize the same purpose as that of advertising laws and regulations.

关 键 词：广告 互联网广告 互联网广告管理暂行办法 

分 类 号：D922.294[政治法律—经济法学]