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“零代理”现象是我国广告业长期以来恶性竞争、行业无规范、法规滞后、管理无序和监管不力的集中表现。因此,要消除这种现象就不能用传统的“头痛医头、脚痛医脚”的办法,而应采用系统的方法,在WTO的法律框架体系下与国际惯例接轨。具体地说,就是要从完善有关广告立法、加强行政监管入手,禁止恶性竞争和不正当竞争,并发挥广告行业自律作用,确立行业规范,最终除去“零代理”这块长在中国广告业身上的毒瘤。
The phenomenon of “zero agency” is a concentrated manifestation of the vicious competition in the advertising industry in our country for a long time, the lack of norms in the industry, the lag of laws and regulations, the disorderly administration and the ineffective supervision. Therefore, in order to eliminate this phenomenon, we should not adopt the traditional method of “treating the head and treating the feet painlessly.” Instead, we should adopt a systematic approach to conform with the international practice under the WTO legal framework. Specifically, it is necessary to improve the relevant legislation on advertising, strengthen the administrative supervision, prohibit vicious competition and unfair competition, and play a self-regulatory role of the advertising industry, establish industry standards, and ultimately remove the “zero agency” this long in China advertising Industry body cancer.