论自媒体广告的规制与监管

以新《广告法》及《互联网广告管理暂行办法》的颁布、实行以及媒体报道为出发点,提出自媒体广告的规制与监管问题.对自媒体领域出现的广告形式进行实证研究,归纳出自媒体广告中存在的直接式、有奖分享式、软文式等三大类形式.在此基础上,总结出性质认定难、证据保存难、地域管辖难三个方面的难题.针对难题,运用比较研究和文献研究的方法,表明应当树立以现实立法为基础,树立宏观思路,坚持区别原则,扩大政企合作的思路和原则;并具体提出从源头加强虚假广告、外部链接以及其他不正当竞争行为的打击,设立自媒体广告备案与举报制度以及自然人应具有一般注意义务的建议,以对日益蓬勃发展的自媒体广告进行规制和监管.

Regulation and Supervision of We Media Advertising

Based on the promulgation and implementation of the new Advertising Law and Interim Measures for the Management of Internet Advertising, and some relevant news report, problems in regulation and supervision of we media advertising are proposed. Through empirical study on the form of we media advertising, three kinds of we media advertising are summarized, and further difficulties in nature identification, evidence preservation and territorial jurisdiction are put forward. To solve those problems, by comparative study and literature review, it is shown that supervision should be based on actual law, and we should treat the problems in macro thinking and distinguish their subjects, and enlarge the cooperation between government and enterprise/ In detail, we should strengthen the supervision of unfair competition from the source, and establish record and report system of we media advertising.