关于新媒体环境下广告审查制度的完善.pdf

论新媒体环境下我国广告审查制度的完善 中文摘要 中文摘要 随着互联网技术的日臻成熟以及移动终端的普及，媒介大融合的时代已经到 来，移动互联网广告也逐渐成为广告业界的新宠儿。违法广告，特别是虚假广告 在新媒体时代下又变幻出各种不同形式。90 年代初，因受当时社会环境等种种因 素的影响，我国《广告法》确立了以行政机关与广告经营者、广告发布者为审查 主体的“双轨制”广告审查制度。然而，这种广告审查模式已经显得和当前广告 业发展状况格格不入，违法广告尤其是虚假广告有增无减。 本文从新媒体环境中的商业广告入手，论述我国广告审查制度的基本内容和 主要缺陷，通过对英美法系、大陆法系发达国家审查制度的借鉴，归纳总结出适 合我国现阶段发展的新广告审查制度，并建议在确定合理审查机构的基础上，建 立起以行业类型为主导的纵横交错的广告审查模式。 关键词：新媒体 互联网 移动终端 虚假广告 广告审查 作 者：顾洵异 指导教师：刘思萱 英文摘要 论新媒体环境下我国广告审查制度的完善 The Improvement of Advertisement Review under New Media Environment Abstract Internet has become mature and mobile terminal technology has become more and more popular. The advertising industry is experiencing rapid changing with the era of media convergence erupting. Mobile Internet advertising has been the main method to promoting goods and services. In the face of the emergence of new form of advertising, the deceptive advertisements have changed into variety of different forms. In 1990s Advertisement Law of PRC was enacted with the social development, administrative organs, advertisement agents and advertisement publishers were selected to be review subjects. However, the old system has been out of step, illegal advertisements, especially deceptive advertisements have increased rapidly. In this theory, commercial advertisement will be the one which are investigated based on its basic content and main defect. In addition, through comparing with Anglo-American Law and Continental Law, I come into the conclusion that