發(fā)布時間：2018-11-01 14:22

【摘要】：伴隨著互聯(lián)網(wǎng)信息時代的到來,對網(wǎng)絡(luò)廣告進(jìn)行有效地行政監(jiān)管已經(jīng)成為了當(dāng)前我國政府部門的一項重要職能。對網(wǎng)絡(luò)廣告進(jìn)行監(jiān)管,有利于營造良好的網(wǎng)絡(luò)廣告市場發(fā)展環(huán)境以及消費(fèi)者合法權(quán)益的保護(hù),也是我國大力發(fā)展廣告事業(yè)的必然要求。目前,我國網(wǎng)絡(luò)廣告市場亂象叢生、魚龍混雜,虛假廣告以及植入式廣告對網(wǎng)民權(quán)益的侵害屢見不鮮,然而由于我國網(wǎng)絡(luò)廣告監(jiān)管的相關(guān)制度還不健全,使得違法廣告現(xiàn)象長期大量存在,嚴(yán)重擾亂了我國正常的經(jīng)濟(jì)秩序。如果不及時有效對網(wǎng)絡(luò)廣告進(jìn)行監(jiān)管,那么網(wǎng)絡(luò)廣告應(yīng)有的營銷價值就難以全面實現(xiàn),網(wǎng)絡(luò)廣告市場的發(fā)展將會受到阻礙。所以,現(xiàn)實的緊迫性要求我們直面當(dāng)前網(wǎng)絡(luò)廣告行政監(jiān)管的現(xiàn)狀,借鑒先進(jìn)國家對網(wǎng)絡(luò)廣告監(jiān)管的經(jīng)驗,從而提出完善我國網(wǎng)絡(luò)廣告行政監(jiān)管的具體對策。本文的切入點(diǎn)是網(wǎng)絡(luò)廣告行政監(jiān)管的基本問題,在通過分析我國網(wǎng)絡(luò)廣告行政監(jiān)管現(xiàn)狀以及存在的問題,并對美國、歐盟、日本等國的網(wǎng)絡(luò)廣告行政監(jiān)管經(jīng)驗做法進(jìn)行分析與總結(jié)的基礎(chǔ)上,提出了完善我國網(wǎng)絡(luò)廣告行政監(jiān)管的具體建議。本文一共分為四個部分:第一部分:“網(wǎng)絡(luò)廣告行政監(jiān)管的理論基礎(chǔ)”。本部分主要是對網(wǎng)絡(luò)廣告及其監(jiān)管的概念、特征以及監(jiān)管的必要性進(jìn)行論述,以期為后文論述提供理論支撐。第二部分:“我國網(wǎng)絡(luò)廣告行政監(jiān)管的現(xiàn)狀及存在的問題”。本部分通過分析我國對網(wǎng)絡(luò)廣告監(jiān)管的立法現(xiàn)狀和執(zhí)法現(xiàn)狀,從而提煉出在具體監(jiān)管中存在的突出問題。第三部分:“域外網(wǎng)絡(luò)廣告行政監(jiān)管的發(fā)展現(xiàn)狀及經(jīng)驗總結(jié)”。本部分通過介紹美國、歐盟和日本在網(wǎng)絡(luò)廣告行政監(jiān)管方面的具體做法,在此基礎(chǔ)上總結(jié)出適合我國國情的監(jiān)管經(jīng)驗。第四部分:“完善我國網(wǎng)絡(luò)廣告行政監(jiān)管的對策思考”。圍繞我國在網(wǎng)絡(luò)廣告行政監(jiān)管方面存在的突出問題,通過借鑒國外的經(jīng)驗教訓(xùn)同時結(jié)合我國目前的監(jiān)管現(xiàn)狀,提出了完善我國網(wǎng)絡(luò)廣告行政監(jiān)管的具體對策。
[Abstract]:With the advent of the Internet information age, effective administrative supervision of online advertising has become an important function of government departments in China. The supervision of online advertising is conducive to creating a good environment for the development of the online advertising market and the protection of consumers' legitimate rights and interests. It is also an inevitable requirement for the vigorous development of advertising in our country. At present, the online advertising market in our country is full of chaos, mixed up with fish, false advertisement and implantable advertisement encroach on the rights and interests of Internet users. However, because the relevant system of network advertisement supervision in our country is not perfect, The phenomenon of illegal advertising exists for a long time, seriously disrupting the normal economic order of our country. If the network advertisement is not regulated in time and effectively, the marketing value of the network advertisement will not be fully realized, and the development of the network advertisement market will be hindered. Therefore, the urgency of reality requires us to face up to the current situation of network advertising administrative supervision, draw lessons from the experience of advanced countries in the network advertising supervision, and put forward concrete countermeasures to perfect the network advertising administrative supervision in our country. The breakthrough point of this paper is the basic problem of the administrative supervision of network advertisement. By analyzing the present situation and the existing problems of the administrative supervision of network advertisement in our country, the paper also analyzes the problems of the United States, the European Union and the European Union. On the basis of analyzing and summarizing the experience of network advertisement administration supervision in Japan and other countries, this paper puts forward some concrete suggestions to perfect our country's network advertisement administration supervision. This paper is divided into four parts: the first part: the theoretical basis of network advertising administrative supervision. This part mainly discusses the concept, characteristics and necessity of network advertisement and its supervision, in order to provide theoretical support for later discussion. The second part: the present situation and existing problems of administrative supervision of network advertisement in our country. This part analyzes the current situation of legislation and law enforcement of network advertising supervision in China, so as to extract the outstanding problems in the specific supervision. The third part: the development status and experience summary of overseas network advertisement administrative supervision. Based on the introduction of the specific practices of the United States, the European Union and Japan in the administrative supervision of online advertising, this part summarizes the regulatory experience suitable for the national conditions of our country. The fourth part: the countermeasure thinking of perfecting our country network advertisement administration supervision. Focusing on the outstanding problems existing in the administrative supervision of network advertisement in our country, this paper puts forward the concrete countermeasures to perfect the administrative supervision of network advertisement in our country by referring to the experience and lessons of foreign countries and combining with the present situation of supervision in our country.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.82

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