互联网广告管理的法律规制与问题思考  

Reflections on Legal Regulation and Problems of Internet Advertisement Management

作　　者：张龙[1,2] ZHANG Long1,2(1.School of Journalism, Nanjing University, Nanjing 210093, China; 2.School of Journalism, Northwest University, Xi＇an 710069, China)

机构地区：[1]南京大学新闻传播学院,江苏南京210093 [2]西北大学新闻传播学院,陕西西安710069

出　　处：《编辑之友》2018年第4期70-75,共6页Editorial Friend

基　　金：2013年教育部人文社会科学研究项目"儿童广告的监管与法律规制研究"(13YJCZH248);南京大学奥美创意研究院博士生项目"儿童广告监管的法律与道德调控(2013)";2016年日本电通广告公司高级访问学者项目

摘　　要：基于2016年出台的《互联网广告管理暂行办法》,文章主要分析中国互联网广告管理问题及其对互联网广告产业发展的影响。文章认为该办法明确了互联网广告管理的法律边界,规范了广告活动主体的权利与义务,确保了互联网广告经营秩序与网民权益的保护,是互联网广告产业发展的保障。但互联网广告具有复杂多样的特征,原生广告等新型网络广告对广告监管形成挑战,互联网广告管理需要在实践中不断探索,积累经验。Based on the new Interim Measures for Internet Advertisement Management, this article analyzes the management of Internet advertising in China and its impact on the development of Internet advertising industry. The article holds that the interim measures clarifies the legal boundary of Internet advertising management, regulates the fights and obligations of the main body of the advertising campaig1% and ensures the order of Internet advertising and protection of the fights and interests of Internet users, which is the guarantee of the development of Intemet advertising industry. However, the Internet advertising has a complex and diverse characteristics, such as native ads and other new online advertising, which form a challenge to advertising regulation. Therefore, advertising management needs to explore further and accumulate experience.

关 键 词：互联网广告 法律保障 产业发展 

分 类 号：G206[文化科学—传播学]