基于公共利益的网络广告规制研究.pdfVIP

基于公共利益的网络广告规制研究 1 2 1 阮丽华 ,张金隆 ,田鼎 （1．湖北大学商学院 湖北 武汉 430062；2．华中科技大学管理学院，湖北 武汉 430074） 摘 要：网络广告已经成为主流广告媒体之一，通过市场规制规范网络广告的发布，避免虚假网络广告损害消费者利益是目 前需要解决的问题。本文从公共利益的角度，分析违法网络广告产生的原因，构建网络广告市场规制体系，利用结构方程模 型对政府监管、行业自律和社会监督之间的关系进行了实证研究，认为政府应该从完善相关的法律法规和完善社会信用体系 方面规范对网络广告的管理；促进网络广告发展，实现网络广告发布实名制等具体事宜由广告行业协会实行，这样既可提高 监管效果，又可降低政府监管网络广告的成本。 关键词：公共利益；网络广告；规制 中图分类号：F713.82 文献标识码：A Study of Online Advertising Market Regulation Lihua Ruan1 ,Jinlong Zhang 2,Ding Tian1 （1.School of Business, Hubei University, Wuhan 430062 China；2.College of Business and Management, Huazhong University of Science Technology, 430074 ） Abstract：Online advertising has already become one of the mainstream advertising media. One problem, however, engendered by this new advertising instrument is the existence of false advertising which are severely damaging consumer interests. Thus, corresponding market regulation need to be enforced to regulate online advertising practices and to protect consumer welfare. Employing a public interest perspective, this study analyzes the composition of the online advertising market regulation system; utilizes structural equation modeling (SEM) to empirically explore relationships among government regulation, industry self-discipline and social supervision. This paper proposes that the government should regulate online advertising market through improving relevant laws and regulations, as well as the social credit system, while advertising trade associations are responsible for boosting the development of the online advertising market and implementing real-name system for online advertising, thereby both improving regulatory effect and reducing the regulatory cost of