互联网广告规制的反思及理念更新  

Reflection on the Regulation of Internet Advertisements and the Renewal of Concepts

作　　者：高秦伟 GAO Qin-wei

机构地区：[1]中山大学法学院

出　　处：《行政法学研究》2025年第2期36-51,共16页Administrative Law Review

基　　金：2022年教育部人文社会科学重点研究基地重大项目“法治政府建设的程序立法研究”(项目批准号:22JJD820026)。

摘　　要：随着技术的发展,互联网广告的形式越来越多样,规制的目标在于既要保障消费者合法权益,亦需以灵活、适应性甚至前瞻性的方式促进产业和技术持续创新。规制机关的考量重点应在于保护个人信息与隐私,而自我规制则需要对透明度、问责等问题予以关注,保障消费者的自主权。互联网广告在个人信息保护领域处于独特且至关重要的交叉点,数据与算法的技术又使得传统的规制方法不具有相称性。政府规制、企业与产业自我规制以及社会监督的态势能够实现合作协同的治理格局,但是易于忽视实质问题的解决并导致规制难以经得起技术发展的考验。面向未来的规制理念能够有效回应技术演进的需求,能够使多元主体共同形成具有前瞻性、灵活性的规制工具和程序,能够更好发挥互联网广告的积极功效,促进数字经济高质量发展。With the development of technology,the forms of Internet advertisements have become increasingly diverse.The objective of regulation lies in not only safeguarding the legitimate rights and interests of consumers,but also promoting the continuous innovation of industries and technologies in a flexible,adaptive and even forward-looking manner.The key considerations of regulatory authorities should focus on protecting personal information and privacy,while self-regulation needs to pay attention to issues such as transparency and accountability to safeguard consumers'autonomy.Internet advertisements are at a unique and crucial intersection in the field of personal information protection,and the technologies of data and algorithms have made traditional regulatory methods disproportionate.The situation of government regulation,self-regulation by enterprises and industries,and social supervision can achieve a cooperative and collaborative governance pattern,but it is easy to neglect the solution of substantive issues and lead to regulations that are difficult to withstand the test of technological development.The future-oriented regulatory concept can effectively respond to the needs of technological development,enable multiple subjects to jointly form forward-looking and flexible regulatory tools and procedures,and better play the positive role of Internet advertisements,and promote the high-quality development of the digital economy.

关 键 词：互联网广告 政府规制 面向未来的规制 个人信息保护 

分 类 号：D922.294[政治法律—经济法学]