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网络广告发展势头迅猛,并呈现出与多媒体相互融合、共同发展的趋势。有效整合网络广告资源,节约网络广告运行成本,防治网络广告行业的恶意竞争,打击违法、虚假网络广告,不但关乎网络广告从业者的切身利益,更是摆在网络广告监管部门面前的重要难题。本文从政府监管的角度出发,从监管主体、监管对象、监管制度、监管执行这四个方面阐述了网络广告监管中存在的问题,并针对每项问题进行了深入的探讨。提出完善网络广告监管的对策与建议。
The rapid development of online advertising, and showing the integration of multimedia and common development trend. Effective integration of online advertising resources, saving online advertising operating costs, prevention and control of malicious competition in the online advertising industry, crack down on illegal and fake online advertising is not only related to the immediate interests of online advertising practitioners, but also placed in front of online advertising regulatory authorities an important problem. From the perspective of government regulation, this article elaborates the problems existing in the supervision of online advertising from four aspects: the main body of supervision, the object of supervision, the regulatory system and the supervision and enforcement, and probes into each issue in depth. Proposed to improve the supervision of Internet advertising strategies and recommendations.