网络直播营销广告的监管原则设定与规则完善赵玲  

Setting of Regulatory Principles and Improvement of Rules for Online Live Streaming Marketing Advertisements

作　　者：赵玲[1] ZHAO Ling

机构地区：[1]对外经济贸易大学法学院

出　　处：《行政法学研究》2025年第2期52-64,共13页Administrative Law Review

摘　　要：网络直播营销广告作为商业广告之一,既受到作为一般法的《广告法》规制,也受到作为特别法的《互联网广告管理办法》规制。同时,此类商业广告所依托的网络直播作为一种新型业态,还受到诸如《网络直播营销管理办法》等规范性文件的调整。作为交叉调整对象的网络直播营销广告,体现了立法者和监管者的关注,但也因交叉调整存在规则衔接和适用难题。作为营销方式的宣传和广告之间的边界如何划定,网络直播营销广告的监管原则和监管模式如何设定,广告主体的认定及其责任承担如何细化等问题,仍需进一步探讨。As one type of commercial advertisements,online live streaming marketing advertisements are regulated by the Advertising Law as the general law and also by the Measures for the Administration of Internet Advertisements as the special law.Meanwhile,online live streaming,on which such commercial advertisements rely,as a new business format,is also adjusted by regulatory documents such as the Measures for the Administration of Online Live Streaming Marketing.Online live streaming marketing advertisements,as objects of cross-regulation,reflect the attention of legislators and regulators,but there are also difficulties in the connection and application of rules due to cross-regulation.Issues such as how to draw the boundary between publicity and advertisements as marketing methods,how to set the regulatory principles and regulatory models for online live streaming marketing advertisements,and how to specify the identification of advertisement subjects and their liability assumption still need further discussion.

关 键 词：网络直播 监管原则 广告主体 行为模式 后果模式 

分 类 号：D922.294[政治法律—经济法学] F724.6[政治法律—法学] F713.8[经济管理—产业经济] F203