【摘要】：微博廣告是web2.0技術(shù)下誕生的新的傳播媒介——微博與傳統(tǒng)廣告結(jié)合的產(chǎn)物,具體來說,微博廣告是指廣告主通過微博平臺(tái),運(yùn)用文字、圖片、視頻、鏈接等形式宣傳自己的商品或服務(wù)的信息傳播行為。微博廣告在本質(zhì)上與傳統(tǒng)廣告并無迥異,但是相對(duì)于傳統(tǒng)廣告,微博廣告有著許多獨(dú)特的優(yōu)勢(shì),它依托微博平臺(tái)進(jìn)行裂變式傳播,受眾多,傳播速度快且范圍廣,同時(shí),微博廣告改變了傳統(tǒng)廣告由點(diǎn)到面的單向傳播模式,利用微博平臺(tái)的關(guān)注機(jī)制和轉(zhuǎn)發(fā)功能進(jìn)行由面到面的互動(dòng)式傳播,具有高開放性和互動(dòng)性,在大幅降低廣告費(fèi)用的同時(shí)提高了廣告投放的針對(duì)性和精確性,因此深受廣告主的喜愛。在高速發(fā)展的同時(shí),微博廣告不可避免的存在一些發(fā)展中的問題,特別是在法律規(guī)制方面。目前,我國廣告主要由《廣告法》和《中華人民共和國廣告管理?xiàng)l例》進(jìn)行規(guī)制,此外還有一些法規(guī)和地方性規(guī)章等,但是由于法律的僵化性和局限性,現(xiàn)有的法律體系并不能很好的對(duì)微博廣告進(jìn)行規(guī)制,還需要進(jìn)一步的補(bǔ)充完善。除了立法滯后之外,微博廣告還存在著廣告主體的重合導(dǎo)致法律責(zé)任分配不明確、網(wǎng)絡(luò)服務(wù)商定位不明、利用新的網(wǎng)絡(luò)技術(shù)進(jìn)行的不正當(dāng)競(jìng)爭(zhēng)行為、隱性廣告行為以及不受法律監(jiān)管的明星代言等法律問題,這些問題在傳統(tǒng)廣告中已經(jīng)有所體現(xiàn),我國法律也對(duì)其進(jìn)行了規(guī)制,但是由于微博廣告依托網(wǎng)絡(luò)進(jìn)行傳播,具有一些新的技術(shù)特點(diǎn),單純依靠原有的法律體系對(duì)其進(jìn)行規(guī)制和監(jiān)管是遠(yuǎn)遠(yuǎn)不夠的。目前我國關(guān)于微博廣告的監(jiān)管法律制度的研究還比較匱乏,立法和監(jiān)管上都存在著不足,針對(duì)這種情況,我們可以借鑒吸收國外的相關(guān)經(jīng)驗(yàn),完善我國對(duì)微博廣告的規(guī)制。首先,我們要通過對(duì)《廣告法》的修改和完善,將微博廣告納入到廣告法的調(diào)整范圍內(nèi),明確界定微博廣告主體及其法律責(zé)任,賦予自然人發(fā)布微博廣告的權(quán)利,并將網(wǎng)絡(luò)服務(wù)提供商納入到微博廣告主體的范圍中來,同時(shí)要建立專門的監(jiān)管機(jī)構(gòu),培養(yǎng)具有專門技術(shù)的監(jiān)管人員,對(duì)利用超鏈接、關(guān)鍵字埋設(shè)等新技術(shù)進(jìn)行的違法廣告行為進(jìn)行監(jiān)管,也要進(jìn)一步規(guī)范微博平臺(tái)中的明星代言行為,明確明星利用其個(gè)人微博進(jìn)行產(chǎn)品代言的范圍和責(zé)任,建立起以登記為主的市場(chǎng)準(zhǔn)入制度,此外還要重視行業(yè)自律和第三方檢測(cè)機(jī)構(gòu)在微博廣告規(guī)制中的重要作用,建立起完善的微博廣告監(jiān)管體制。
[Abstract]:Weibo advertising is a new media born under web2.0 technology-the combination of Weibo and traditional advertising. To be specific, Weibo advertising refers to advertisers using text, pictures, and videos through Weibo platform. The act of propagating information about one's goods or services in the form of links. Weibo advertisement is not different from traditional advertisement in essence, but compared with traditional advertisement, Weibo advertisement has many unique advantages. It relies on the platform of Weibo to carry on fission communication, with a large audience, fast spread speed and wide range, at the same time, Weibo's advertising has changed the traditional one-way communication mode of advertising from point to face. It is highly open and interactive with the attention mechanism and forwarding function of Weibo platform. It greatly reduces the cost of advertising and improves the pertinence and accuracy of advertising, so it is loved by advertisers. At the same time of rapid development, Weibo advertising inevitably has some problems in the development, especially in the legal regulation. At present, advertising in China is mainly regulated by the Advertising Law and the Advertising regulations of the people's Republic of China. In addition, there are also some laws and regulations and local regulations, etc., but due to the rigidity and limitation of the law, The existing legal system is not very good to Weibo advertising regulation, but also needs to be further supplemented and improved. In addition to the lag of legislation, there is also the overlapping of advertising subjects in Weibo's advertisements, which leads to unclear distribution of legal responsibilities, unclear positioning of network service providers, and unfair competition using the new network technology. There are some legal problems such as hidden advertising behavior and star endorsements which are not regulated by law. These problems have been embodied in traditional advertisements, which have also been regulated by Chinese law. However, owing to Weibo's advertising relying on the network to spread, With some new technical features, it is far from enough to rely solely on the original legal system to regulate and supervise it. At present, the research on the supervision legal system of Weibo advertisement is still relatively scarce, and the legislation and supervision are deficient. In view of this situation, we can learn from the relevant experience of foreign countries and perfect our country's regulation of Weibo advertisement. First of all, through the revision and improvement of the Advertising Law, we will bring Weibo's advertisements into the scope of the Advertising Law, clearly define the subject of the Weibo advertisement and its legal responsibilities, and give the natural person the right to publish the advertising of Weibo. And bring Internet service providers into the scope of Weibo's advertising subjects. At the same time, we should set up special regulatory bodies, train supervisors with specialized technology, and use hyperlinks. The illegal advertising activities carried out by new technologies, such as keyword embedding, should be monitored, and star endorsements in Weibo's platform should be further standardized, and the scope and responsibility of stars using their personal Weibo for product endorsements should be clarified. In addition, we should pay attention to the important role of industry self-discipline and third-party inspection organizations in Weibo's advertising regulation, and establish a perfect advertising regulatory system of Weibo.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：D922.294

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