互联网商业言论的监管逻辑及制度优化  

Regulatory Rationale and Institutional Optimization of Internet Commercial Speech

作　　者：罗凯杰 LUO Kaijie

机构地区：[1]中国政法大学数据法治研究院

出　　处：《经贸法律评论》2025年第2期141-158,共18页Business and Economic Law Review

摘　　要：随着网络信息技术的飞速发展,信息的生产与传播方式已彻底转变。与传统媒体相比,网络空间的商业言论量急剧增长,呈现出发布门槛低、传输精准及形式多样的特征。这一变化要求革新传统监管模式,该模式过往依赖于对广告的界定,主要适应于传统媒体环境。针对网络空间中涌现的“网红”“素人”“直播”“流量”等新元素所带来的新型商业言论传播方式,应突破传统广告监管的主体监管框架,针对网络信息生成与内容分发的新特性,明确划分“一般商业展示信息”“非广告的商业宣传”“互联网广告”三类互联网商业言论类型,通过搭建并落实监管责任与平台治理责任相结合的双层合作治理机制,以此构建适应互联网时代数字经济发展与现实监管需求的互联网商业言论监管新框架。With the rapid advancement of network information technology,the production and dissemination of information have undergone a fundamental transformation.Compared to traditional media,the amount of commercial speech in cyberspace has surged,characterized by low barriers to publication,precise targeting,and diverse formats.This shift necessitates a revolution in traditional regulatory models,which have traditionally relied on the definition of“advertisements”and are tailored to traditional media environments.In response to the new forms of commercial speech dissemination brought about by emerging elements in cyberspace such as“internet celebrities”,“ordinary users”,“live streaming”,and“network traffic”,it is imperative to transcend the traditional framework of advertising regulation that focuses on the regulatory subject.Instead,we should clearly distinguish among three types of internet commercial speech:“commercial display information”,“non-advertising commercial promotion”,and“Internet commercial advertisements”.This can be achieved by establishing and implementing a dual-layer cooperative governance mechanism that combines regulatory responsibilities with platform governance accountability,thereby constructing a new regulatory framework for internet commercial speech that is aligned with the needs of digital economy development and practical regulatory demands in the internet era.

关 键 词：互联网商业言论 互联网广告 平台责任 合作治理 

分 类 号：D922.294[政治法律—经济法学]