【摘要】：網(wǎng)絡(luò)廣告指的是廣告發(fā)布者使用互聯(lián)網(wǎng)操作技術(shù)將廣告發(fā)布在網(wǎng)絡(luò)中,其發(fā)布形式多種多樣,例如多媒體公放、網(wǎng)頁彈出、超鏈接、廣告浮動標(biāo)志等。與傳統(tǒng)媒體相比,網(wǎng)絡(luò)媒體有著自身獨(dú)特的性質(zhì),二者在許多方面都存在明顯的差異,例如信息供需方式、時(shí)空限制、主體參與性等。與傳統(tǒng)廣告相比,網(wǎng)絡(luò)廣告擁有更多的特性,例如沖突性、無控性和可鏈接性等。通�？梢勒詹灰粯拥臉�(biāo)準(zhǔn)對網(wǎng)絡(luò)廣告進(jìn)行不同種類的劃分。以發(fā)布技術(shù)作為劃分依據(jù),可將網(wǎng)絡(luò)廣告劃分為插頁型、鏈接型、按鈕型、旗幟型等；以發(fā)布渠道作為劃分依據(jù),可將網(wǎng)絡(luò)廣告分為通過電子公告牌、電子郵件、個(gè)人網(wǎng)站、網(wǎng)絡(luò)出版物和其他網(wǎng)絡(luò)通道發(fā)布的廣告。 一些發(fā)達(dá)國家及地區(qū)為了使網(wǎng)絡(luò)廣告實(shí)現(xiàn)規(guī)范化、科學(xué)化發(fā)展,紛紛制定了相關(guān)的法律法規(guī),例如歐盟、德國、日本、美國等。美國為了解決垃圾郵件的發(fā)送問題,于2003年制定并實(shí)施了《反垃圾郵件法》；德國為了使網(wǎng)絡(luò)廣告主體履行好自身職責(zé),制定和實(shí)施了《電信服務(wù)適用法》；美國為了使網(wǎng)民的基本權(quán)益獲得保障,于2001年制定并實(shí)施了《網(wǎng)民保護(hù)法案》。但目前我國在管理和規(guī)范網(wǎng)絡(luò)廣告方面并未取得突出的成果。我國政府應(yīng)積極學(xué)習(xí)和借鑒其他國家的成功經(jīng)驗(yàn),根據(jù)網(wǎng)絡(luò)廣告的發(fā)展情況,結(jié)合我國特殊的國情,探索和尋找治理網(wǎng)絡(luò)廣告的方法和手段,從而使互聯(lián)網(wǎng)廣告實(shí)現(xiàn)健康發(fā)展,為網(wǎng)民的合法權(quán)益提供科學(xué)、有效的法律保障。 目前,我國有關(guān)網(wǎng)絡(luò)廣告法律規(guī)制中存在的缺陷和問題有：現(xiàn)行立法未明確規(guī)定網(wǎng)絡(luò)廣告服務(wù)提供者的侵權(quán)責(zé)任；現(xiàn)行立法對網(wǎng)絡(luò)廣告中的不正當(dāng)競爭行為的界定不明確；保全和認(rèn)定網(wǎng)絡(luò)廣告中的電子證據(jù)困難；網(wǎng)絡(luò)中的違法廣告肆虐,對網(wǎng)絡(luò)廣告監(jiān)督管理的力度較弱。 對一些發(fā)達(dá)國家及地區(qū)在治理網(wǎng)絡(luò)廣告方面采取的法律措施和取得的成功經(jīng)驗(yàn),在經(jīng)過分析后提出了一些建議和策略。這些主要有：對網(wǎng)絡(luò)服務(wù)提供者的侵權(quán)責(zé)任做出明確的規(guī)定；對《反不正當(dāng)競爭法》進(jìn)行修訂和完善,針對網(wǎng)絡(luò)關(guān)鍵詞廣告制定適用性法律；對認(rèn)定和保全網(wǎng)絡(luò)廣告中的電子證據(jù)進(jìn)行完善；以網(wǎng)絡(luò)廣告為對象,構(gòu)建完善的監(jiān)督管理體系。
[Abstract]:Network advertisement refers to the advertisement that the advertisement publisher uses the Internet operation technology to publish the advertisement in the network, its release form is various, such as the multimedia public broadcast, the webpage pop-up, the hyperlink, the advertisement floating sign and so on. Compared with the traditional media, the network media has its own unique nature, there are obvious differences between the two in many aspects, such as information supply and demand mode, space-time constraints, subject participation and so on. Compared with traditional advertising, online advertising has more features, such as conflict, uncontrollability and connectivity. Usually according to different standards for different types of network advertising division. With publishing technology as the basis of division, the network advertisement can be divided into insert type, link type, button type, banner type, etc. With the distribution channel as the basis, the network advertisement can be divided into electronic bulletin board, email, personal website, etc. Advertisements published by web publications and other network channels. In order to realize the standardization and scientific development of online advertising, some developed countries and regions have formulated relevant laws and regulations, such as the European Union, Germany, Japan, the United States and so on. In order to solve the problem of sending spam, the United States formulated and implemented the Anti-spam Act in 2003, and Germany formulated and implemented the Telecommunication Service applicable Law in order to make the main body of Internet advertisement perform its own duties. In order to protect the basic rights and interests of Internet users, the United States enacted and implemented the Internet users Protection Act in 2001. But at present our country has not made outstanding achievement in managing and standardizing network advertisement. Our government should actively learn and learn from the successful experiences of other countries, according to the development of network advertising, combined with our special national conditions, explore and find ways and means to govern network advertising, so as to achieve a healthy development of Internet advertising. To provide scientific and effective legal protection for the legitimate rights and interests of Internet users. At present, the defects and problems existing in the legal regulation of network advertisement in our country include: the current legislation does not clearly stipulate the tort liability of the network advertising service provider, the current legislation does not define the unfair competition behavior in the network advertisement clearly; It is difficult to preserve and identify the electronic evidence in the network advertisement, the illegal advertisement in the network is rampant, and the supervision and management of the network advertisement is weak. This paper puts forward some suggestions and strategies after analyzing the legal measures and successful experiences of some developed countries and regions in the management of network advertising. These mainly include: make clear stipulation to the tort liability of network service provider; amend and perfect the Anti-unfair Competition Law; To identify and preserve the electronic evidence in the network advertising to perfect, to network advertising as the object, to build a sound supervision and management system.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D922.294

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