以消费者为本的适度强管机制——美国广告监管机制的演进及启示  

Consumer-Oriented Moderately Strong Regulation Mechanism: The Evolution of Advertising Regulation Mechanism in the United States and Its Implications

作　　者：李明伟[1] Li Mingwei

机构地区：[1]深圳大学传播学院

出　　处：《新闻与传播研究》2019年第12期97-108,128,共13页Journalism & Communication

基　　金：广东省普通高校创新团队项目(项目编号:2018WCXTD015)的阶段性成果

摘　　要：对市场经济本源的认识深入和20世纪60年代的消费者运动,推动美国广告监管从以促进竞争为目标的企业本位转向了以保障民主为目标的消费者本位。商业言论之宪法权利的确认和20世纪80年代的放松管制改革,从违宪审查和成本-收益核算两个方面对广告监管予以节制。最终,美国在20世纪80年代末形成了以消费者为本、适度强管的社会性广告监管机制。消费者本位在中国已从立法文本过渡到了政策文本,若要真正形成以维护消费者权益为核心目标的广告监管机制,须从根本上涤除广告只是政治的附庸和文化的天敌的一贯持念,正视重视广告对市场经济的信息调节作用及其所关乎的消费者的自主自决权;依法增加制度供给,扭转常态化、建制化的运动式整治模式。Deeper understanding of the ultimate source of the market economy and the Consumer Movement of the1960 s pushed advertising regulations in the United States to change from a corporate-oriented model designed to promote competition to a consumer-oriented model which endeavors to protect democracy.The confirmation of the constitutional rights of commercial speech and the Deregulation Reform in the1980 s imposed two coordination mechanisms of constitutional review and cost-benefit analysis on advertising regulation. Finally,in the late 1980 s,a consumer-oriented,moderately strong social regulation mechanism of advertising was established in the United States. In China,the formulation of consumer-oriented regulation on advertising has transitioned from legislative text to top-level policy texts. But a consumer-oriented social regulation mechanism of advertising is yet to be achieved. It requires that we dismantle the stubborn belief that advertising is simply an appendage to politics and a natural enemy of culture. Only when the information moderating function of advertising in a market economy and consumers’ autonomy are acknowledged and taken seriously,and the supply of institution is increased according to law,can the normalization and institutionalization of the governance by campaigns be reversed.

关 键 词：广告监管 监管机制 消费者保护 美国联邦贸易委员会 

分 类 号：D92[政治法律—法学]