本文選題：網(wǎng)絡(luò)廣告 + 商業(yè)言論��； 參考：《環(huán)球法律評(píng)論》2017年05期

【摘要】：美國(guó)互聯(lián)網(wǎng)被視為傳統(tǒng)廣告?zhèn)鞑ッ浇榈囊环N,因此在法律制度設(shè)計(jì)和具體治理等方面并不具有明顯特殊性。傳統(tǒng)廣告的立法、治理主體和機(jī)制在網(wǎng)絡(luò)環(huán)境下繼續(xù)發(fā)揮著主導(dǎo)作用。作為商業(yè)言論,網(wǎng)絡(luò)廣告受到美國(guó)憲法第一修正案的保護(hù),政府立法和監(jiān)管相應(yīng)受到限制。網(wǎng)絡(luò)廣告不再受地域限制,根據(jù)美國(guó)憲法中的"州際貿(mào)易"條款,以美國(guó)聯(lián)邦貿(mào)易委員會(huì)為代表的行政機(jī)關(guān),是負(fù)責(zé)網(wǎng)絡(luò)廣告監(jiān)管的最主要主體。結(jié)合網(wǎng)絡(luò)廣告的特點(diǎn),美國(guó)立法機(jī)關(guān)和行政機(jī)關(guān)除了拓展適用既有立法,也適時(shí)進(jìn)行專門(mén)立法和及時(shí)進(jìn)行行政指導(dǎo)。美國(guó)廣告自律監(jiān)管理事會(huì)等行業(yè)組織的自律監(jiān)管和Google等網(wǎng)絡(luò)平臺(tái)企業(yè)的自我治理,在網(wǎng)絡(luò)廣告治理中發(fā)揮著重要作用。美國(guó)網(wǎng)絡(luò)廣告的法律治理呈現(xiàn)出事后審慎監(jiān)管、部門(mén)分工協(xié)作、治理手段多元、自律治理有效、平臺(tái)責(zé)任規(guī)則科學(xué)等特點(diǎn),推動(dòng)了美國(guó)網(wǎng)絡(luò)廣告持續(xù)快速穩(wěn)定發(fā)展。
[Abstract]:American Internet is regarded as a kind of traditional advertising media, so it has no obvious particularity in legal system design and concrete governance.Traditional advertising legislation, governance and mechanism in the network environment continues to play a leading role.As business speech, online advertising is protected by the first Amendment of the U.S. Constitution, and government legislation and regulation are restricted accordingly.Internet advertising is no longer subject to geographical restrictions. According to the "interstate trade" clause in the United States Constitution, the administrative organ represented by the Federal Trade Commission of the United States is the main body responsible for the supervision of online advertising.In combination with the characteristics of online advertising, American legislatures and administrative organs not only extend and apply the existing legislation, but also timely carry out special legislation and timely administrative guidance.The self-regulation of industry organizations such as the Council of Self-regulation of Advertising in the United States and the self-governance of enterprises on network platform such as Google play an important role in the governance of online advertising.The legal governance of American online advertising shows the characteristics of prudent supervision, division of labor and cooperation among departments, multiple means of governance, effective self-discipline, scientific rules of platform responsibility, etc., which promote the sustained, rapid and stable development of American online advertising.
【作者單位】： 中國(guó)社會(huì)科學(xué)院法學(xué)研究所;
【基金】：2017年度國(guó)家社會(huì)科學(xué)基金一般項(xiàng)目“網(wǎng)絡(luò)平臺(tái)治理法律理論構(gòu)建和應(yīng)用研究”(17BFX166)的研究成果
【分類號(hào)】：D971.2;DD912.29

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