网络广告的法律规制问题研究
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Supervisor: Prof.Wu Xiushe
March，2012
摘
互联网的蓬勃发展成为我们这个时代最显著的标志之一，网络在传统的四大媒体（报纸、杂志、广播、电视）之外形成了一股强有力的新生力量。互联网的迅速发展，为网络广告提供了极大的发展空间。作为一种新兴的广告形式，网络广告将广告业的发展推向一个新的阶段。但是，尚未完善的广告法律规制体系面对这一新事物略显乏力，导致网络广告发展中出现一些负面因素，如出现虚假广告增多，欺诈色情广告泛滥等现象，如果各级行政执法机关不对其及时规制，必然会影响网络广告的健康发展。
A Dissertation Submitted to
theGraduateSchoolofHenanNormalUniversity
in Partial Fulfillment of the Requirements
for the Degree of
MasterofLaw
By
Diao Qianhe
The fourth chapteristhe countermeasure analysis section.There are three main parts, the first part is to perfect the network advertising relevant legal norms, whichcanimprove the legislation of onlineadvertising, market access system, censorship, agency, certified management system.The second part is the network advertising laws and regulations governing the basic principle, namelycombiningthe administration according to lawwithindustry self-discipline,andmakinglaws and regulations and advocate of industry standards, and the combination of administrative regulation and the third party monitoring, and the combination of comprehensive supervision and social supervision, and theprinciple ofcombination of standard, coordination and service.The last part istoperfectmechanismsofonline advertising laws and rules, namelytoclear network advertising regulatory authorities of jurisdiction,andclear network advertising regulatory authorities the duties,andset up the third party monitoring mechanism, strengtheningthe network advertising industry self-discipline and social supervision and management.
第三章主要介绍域外发达国家和地区网络广告法律规制的考察。本章主要有两大部分，第一部分是着重介绍美国和欧盟等发达国家和地区的立法、行政和司法等方面的经验和实践，第二部分介绍的是国外一些先进和成功的实践手段以期提取其中值得我国加以吸收和借鉴的有益经验。
第四章是对策分析研究。主要有三个部分构成：第一部分是完善网络广告的相关法律规范，即完善网络广告的立法、市场准入制度、审查制度、代理、证明等管理制度；第二部分是网络广告法律规的基本原则，即依法行政与行业自律相结合，制定法律法规与倡导行业规范相结合，行政监管与第三方监测相结合，综合监督与社会监督相结合，规范、协调与服务相结合的原则；最后一部分是健全我国网络广告法律规制机制，即明确网络广告监管机关管辖权，厘定网络广告监管机关的职责，建立第三方监测机制，加强网络广告行业自律和社会监督管理。
The third chapter mainly introduces the investigation of internet advertising laws and rules in the the developed countries and areas.And this chapter generally contains two parts, andthe firstone focuses on the introduction of the practical experience of legislation, administration, ans judiciary in developed countries such as America and European countries, the other parts on the advanced and successful practical means, from which we can borrow and absorb the better parts.
关键词 ：网络广告，法律规制，对策研究
ABSTRACT
The thriving development of internet has been the most notable symbol of our times.The internet has formed a newly powerful strength beyond the four great traditional mediums (newspaper, magazine,radio,television).The rapid development of the internet has created a spacious space for internet advertising.As a newly-promising advertising form, the internet advertising has promoted the advertising to a new phase of development.However,the traditional system of advertising laws and rules expresses its loss of controlling power facing the new thing, as a result,some negative effects have appeared during the development of the internet advertising, such as more false advertisements, fraud and erotic advertisements. Some unhealthy impact must be upon the internet advertising if the rules and disciplines of the internet advertising would not come out.
单位代码
10476
学号
0913180119
分类号
D922.29
硕士学位论文
网络广告的法律规制问题研究
学科、专业
：
经济法学
研究方向
：Baidu Nhomakorabea
市场规制法
申请学位类别
：
法学硕士
申请人
：
xxx
指导教师
：
xxxx副教授
二〇一二年五月
THESTUDY ON WEB
ADVERTISEMENT LEGAL REGULATION
The second chapter focuses on the present situation and the analysis of issue of the internet advertising laws and rules in our country.And this chapter generally contains two parts, one part is the present situation of internet advertising laws and rules in our country, that is, the loss of relevant legislation, administrative laws, judicial interpretation, and disciplines of departments happen to exist, which can not meet the need of internet advertising development.Numerous problems have come out in the development.And the other part is some issues, for instance, internet false advertising, internet illicit competition, spam and forced advertisement, and internet phonographic advertisements during the process of the internet advertising development.The key to these issues would be found through the above problems.
文章包括四个章节。第一章为概述，有网络广告的基础问题研究和网络广告法律规制基础研究两大部分。第一部分是网络广告的基础问题研究，主要介绍网络广告的概念界定、特点和其主要形式，从而对网络广告有清晰而完整的认识。第二部分是网络广告的法律规制基础问题研究，主要介绍网络广告法律规制的特点及其必要性。
第二章主要介绍我国网络广告法律规制的现状及其问题分析。本章主要有两大部分，第一部分是我国网络广告法律规制的现状，即我国目前网络广告的相关立法、行政法规、司法解释和部门规章是有些缺失的，远远跟不上网络广告发展的要求，在发展过程中已经出现了很多问题。另一部分是我国网络广告在发展过程中所引起的一些如网络虚假广告、网络不正当竞争、网络垃圾邮件和强迫广告、网络色情广告等违法网络广告问题，通过对以上问题的分析，从而找出问题关键所在。
This article includes four chapters.The first chapter is for general instruction, comprising of research on the basic issue of the internet advertising and research on thebasic issueof thelegal regulation of theinternet advertising.The first part is the research on the basic issue of internet advertising, mainly giving an introduction of definition, characteristic, and its primary form, in order to get a clear and complete knowledge of the internet advertising.The second part is the research on the supervision of the internet advertising, mainly offering a general idea of the necessity and features of the internet advertising laws and rules.
March，2012
摘
互联网的蓬勃发展成为我们这个时代最显著的标志之一，网络在传统的四大媒体（报纸、杂志、广播、电视）之外形成了一股强有力的新生力量。互联网的迅速发展，为网络广告提供了极大的发展空间。作为一种新兴的广告形式，网络广告将广告业的发展推向一个新的阶段。但是，尚未完善的广告法律规制体系面对这一新事物略显乏力，导致网络广告发展中出现一些负面因素，如出现虚假广告增多，欺诈色情广告泛滥等现象，如果各级行政执法机关不对其及时规制，必然会影响网络广告的健康发展。
A Dissertation Submitted to
theGraduateSchoolofHenanNormalUniversity
in Partial Fulfillment of the Requirements
for the Degree of
MasterofLaw
By
Diao Qianhe
The fourth chapteristhe countermeasure analysis section.There are three main parts, the first part is to perfect the network advertising relevant legal norms, whichcanimprove the legislation of onlineadvertising, market access system, censorship, agency, certified management system.The second part is the network advertising laws and regulations governing the basic principle, namelycombiningthe administration according to lawwithindustry self-discipline,andmakinglaws and regulations and advocate of industry standards, and the combination of administrative regulation and the third party monitoring, and the combination of comprehensive supervision and social supervision, and theprinciple ofcombination of standard, coordination and service.The last part istoperfectmechanismsofonline advertising laws and rules, namelytoclear network advertising regulatory authorities of jurisdiction,andclear network advertising regulatory authorities the duties,andset up the third party monitoring mechanism, strengtheningthe network advertising industry self-discipline and social supervision and management.
第三章主要介绍域外发达国家和地区网络广告法律规制的考察。本章主要有两大部分，第一部分是着重介绍美国和欧盟等发达国家和地区的立法、行政和司法等方面的经验和实践，第二部分介绍的是国外一些先进和成功的实践手段以期提取其中值得我国加以吸收和借鉴的有益经验。
第四章是对策分析研究。主要有三个部分构成：第一部分是完善网络广告的相关法律规范，即完善网络广告的立法、市场准入制度、审查制度、代理、证明等管理制度；第二部分是网络广告法律规的基本原则，即依法行政与行业自律相结合，制定法律法规与倡导行业规范相结合，行政监管与第三方监测相结合，综合监督与社会监督相结合，规范、协调与服务相结合的原则；最后一部分是健全我国网络广告法律规制机制，即明确网络广告监管机关管辖权，厘定网络广告监管机关的职责，建立第三方监测机制，加强网络广告行业自律和社会监督管理。
The third chapter mainly introduces the investigation of internet advertising laws and rules in the the developed countries and areas.And this chapter generally contains two parts, andthe firstone focuses on the introduction of the practical experience of legislation, administration, ans judiciary in developed countries such as America and European countries, the other parts on the advanced and successful practical means, from which we can borrow and absorb the better parts.
关键词 ：网络广告，法律规制，对策研究
ABSTRACT
The thriving development of internet has been the most notable symbol of our times.The internet has formed a newly powerful strength beyond the four great traditional mediums (newspaper, magazine,radio,television).The rapid development of the internet has created a spacious space for internet advertising.As a newly-promising advertising form, the internet advertising has promoted the advertising to a new phase of development.However,the traditional system of advertising laws and rules expresses its loss of controlling power facing the new thing, as a result,some negative effects have appeared during the development of the internet advertising, such as more false advertisements, fraud and erotic advertisements. Some unhealthy impact must be upon the internet advertising if the rules and disciplines of the internet advertising would not come out.
单位代码
10476
学号
0913180119
分类号
D922.29
硕士学位论文
网络广告的法律规制问题研究
学科、专业
：
经济法学
研究方向
：Baidu Nhomakorabea
市场规制法
申请学位类别
：
法学硕士
申请人
：
xxx
指导教师
：
xxxx副教授
二〇一二年五月
THESTUDY ON WEB
ADVERTISEMENT LEGAL REGULATION
The second chapter focuses on the present situation and the analysis of issue of the internet advertising laws and rules in our country.And this chapter generally contains two parts, one part is the present situation of internet advertising laws and rules in our country, that is, the loss of relevant legislation, administrative laws, judicial interpretation, and disciplines of departments happen to exist, which can not meet the need of internet advertising development.Numerous problems have come out in the development.And the other part is some issues, for instance, internet false advertising, internet illicit competition, spam and forced advertisement, and internet phonographic advertisements during the process of the internet advertising development.The key to these issues would be found through the above problems.
文章包括四个章节。第一章为概述，有网络广告的基础问题研究和网络广告法律规制基础研究两大部分。第一部分是网络广告的基础问题研究，主要介绍网络广告的概念界定、特点和其主要形式，从而对网络广告有清晰而完整的认识。第二部分是网络广告的法律规制基础问题研究，主要介绍网络广告法律规制的特点及其必要性。
第二章主要介绍我国网络广告法律规制的现状及其问题分析。本章主要有两大部分，第一部分是我国网络广告法律规制的现状，即我国目前网络广告的相关立法、行政法规、司法解释和部门规章是有些缺失的，远远跟不上网络广告发展的要求，在发展过程中已经出现了很多问题。另一部分是我国网络广告在发展过程中所引起的一些如网络虚假广告、网络不正当竞争、网络垃圾邮件和强迫广告、网络色情广告等违法网络广告问题，通过对以上问题的分析，从而找出问题关键所在。
This article includes four chapters.The first chapter is for general instruction, comprising of research on the basic issue of the internet advertising and research on thebasic issueof thelegal regulation of theinternet advertising.The first part is the research on the basic issue of internet advertising, mainly giving an introduction of definition, characteristic, and its primary form, in order to get a clear and complete knowledge of the internet advertising.The second part is the research on the supervision of the internet advertising, mainly offering a general idea of the necessity and features of the internet advertising laws and rules.