社交网络时代影响力营销的广告法规制研究  

Research on the advertising regulations on influence marketing in the era of social networks

作　　者：马辉[1] MA Hui(不详)

机构地区：[1]扬州大学法学院,江苏扬州225009

出　　处：《东南大学学报（哲学社会科学版）》2021年第1期32-40,146,共10页Journal of Southeast University(Philosophy and Social Science)

基　　金：江苏省法学会项目“电子商务平台非中立行为的竞争法规制”(SFH2020B011);江苏省社科优青人才工程阶段性成果。

摘　　要：社交网络时代的影响力营销广告具有去中心化传播、圈层化受众、社群认同式劝诱的特性。肇始于大众传媒时代的广告法难以对这种全新的广告传播模式进行有效规制。影响力营销信息传播行为常与个人言论或销售行为混同,引发行为定性的困境。信息传播主体的功能与大众传媒时代的广告主体亦有所不同,行政责任与民事责任的施加同样面临诸多障碍。对此,广告法应当继续准用保障消费者意思自治之价值目标,结合影响力营销中各个主体的功能重新厘定广告主体类型,强化影响力营销中圈层名人的广告标识义务,围绕圈层名人和广告主重构广告法责任的重心。对于直播带货引发的非理性消费,通过交易生效冷静期避免消费者的情绪化冲动决策。In the era of social networks,influence marketing advertisements are characterized by decentralized communication,hierarchical audiences,and community identity.The advertising law,starting in the era of mass media,finds it difficult to effectively regulate this brand-new advertising communication model.The confusion of the information dissemination behavior of influential marketing with personal speech or sales behavior makes it impossible to classify these behaviors.Besides,the subjects of information dissemination also differ from those in the era of mass media in terms of their functions.This also causes problems for the imposing of administrative liability and civil liability.This paper suggests that in influence marketing the advertising law should work towards the goal of protecting consumer autonomy,re-classify the advertising subjects based on their functions,examine celebrity endorsement,and give a cooling off period to avoid the impulsive consumption in live commerce.

关 键 词：影响力营销 直播带货 隐蔽广告 非理性决策 广告法 

分 类 号：D92[政治法律—法学]