履行广告审查义务是消费者与媒体的福音

• 作 者: 曾志杨
• 出 处: 民主
• 发表日期: 2012年05期
• 关键词: 审查义务 大众传播 工商行政管理 媒体渠道 广告发布 商品销售 三位一体 广告费 商品广告 产品质量

国家工商行政管理总局等12个部门日前联合发布《大众传播媒介广告发布审查规定》,明确提出,大众传播媒介应当履行法定的广告审查义务。企业、媒体、消费者是一个三位一体的产品流通链:厂商提供商品并制作广告,借媒体渠道深入千家万户,消费者据媒体以购买商品。三者之间环环相扣,缺一不可。如何做到三者各司其责,这是保持商品销售流畅的基础,如果出现脱节,或产生阻滞,难免会产生矛盾,并影响到商品的正常流通。

The State Administration for Industry and Commerce and other 12 departments jointly issued the “Provisions on the Examination and Dissemination of Advertisements in the Mass Media”, clearly stating that the mass media should fulfill its statutory duty of reviewing advertisements. Business, media and consumers are a trinity of product circulation chains: vendors provide products and advertisements, reach millions of households through media channels, and consumers buy goods through the media. The three interlocking, indispensable. How to achieve their respective responsibilities, which is to maintain the basis of the smooth flow of goods, if there is a disconnect, or have a block, it will inevitably produce conflicts and affect the normal circulation of goods.