【作者】 王磊；

【导师】 闫海；

【作者基本信息】 辽宁大学 ， 法律（法学）（专业学位）， 2019， 硕士

【摘要】 在科学技术日益更新,互联网深入人类社会生活的背景下,以互联网为载体的自媒体平台应运而生,凭借其丰富多样的特点传播着各式各样的广告,潜移默化地影响着社会发展与人们的生活。正因为自媒体广告发布成本低廉、传播广泛的特质,改变了传统广告的传播方式,其演变特征引发广告市场乱象丛生,严重破坏了市场经济秩序,使公众的合法权益面临威胁,问题的原因在于我国2018年《广告法》在具体规定上笼统,相关法律法规的缺位与落实问题严重,造成监管秩序的混乱,导致对主体责任追究的局限性较大。因此,有必要对自媒体广告进行法律规制,保护市场主体合法权益,为合法有序的广告市场环境提供保障。本文由四个部分对自媒体广告的法律规制予以分析:第一部分,自媒体广告法律规制的概述。主要介绍自媒体广告是通过互联网作为载体,相关主体通过自媒体平台用声音、文字或视频的形式向公众传播商品信息的一种手段。自媒体广告突破传统广告的时空限制,有着传播裂变性与交互性、平台多样性及法律适用受限性的特征。从法律层面规制自媒体广告有着利于完善广告法律体系、保护公民权益、维护市场经济秩序的意义。第二部分,国外自媒体广告法律规制及评价。通过介绍美国、欧盟、日本的规制情况,其有益经验在于构建了符合国情的法律体系、具备专业的自媒体广告监管机构、行业自律规范作用显著。第三部分,我国自媒体广告法律规制现状及问题。首先,自媒体广告各方主体界定不清晰;其次,自媒体平台缺乏有效法律规范;再次,自媒体广告行政监管问题突出;最后,自媒体广告主体的法律责任规范不足。第四部分,完善我国自媒体广告法律规制的建议。首先,厘清自媒体广告各方主体资格,包括厘清自然人主体的法律界定,明确多重主体竞合时的法律界定,明晰广告代言人的法律认定;其次,建立完善的自媒体广告平台法律规范,包括建立自媒体广告平台市场准入制度和平台备案审查义务;再次,强化对自媒体广告的行政监管,包括加强监管机构专业化建设、实施有效技术侦查手段、明确监管机构管辖协作内容;最后,规范自媒体广告主体的法律责任,明确自媒体广告主体的侵权法律责任与行政责任。更多还原

【Abstract】 In the context of increasingly updated science and technology and Internet penetration into human social life,we-media platform with Internet as the carrier emerges at the historic moment.With its rich and diverse characteristics,it is spreading various kinds of advertisements,subtly influencing social development and people’s life.Because of the media advertising such as low cost,widespread qualities,changed the way the spread of traditional advertising,its evolution characteristics cause the advertising market,a mess serious damage to the market economic order,make the legitimate rights and interests of the public under threat,the cause of the problem is that our country in 2018 still sweeping,"advertisement law" in the specific provisions and the serious problem of the absence of relevant laws and regulations and carry out the supervision order confusion,lead to the limitation of principal responsibility is bigger.Therefore,it is necessary to make legal regulations on "we media" advertising,protect the legitimate rights and interests of market players,and provide guarantee for a legal and orderly advertising market environment.This paper analyzes the legal regulations of we-media advertising in four parts:The first part is an overview of legal regulations on we-media advertising.This part mainly introduces the concept,classification,characteristics and legal significance of "we media" advertising regulation.The second part is the legal regulation and evaluation of foreign we-media advertising.By introducing the regulations of the United States,the European Union and Japan,the beneficial experience of foreign regulations is summarized.The third part is about the current situation and problems of legal regulation of we-media advertising in China.First,the subject of we-media advertising is not clearly defined.Secondly,we media platforms lack effective legal norms.Thirdly,administrative supervision of we-media advertising is prominent.Finally,the legal responsibility of "we media" advertising subjects is not standardized enough.The fourth part is about Suggestions to improve the legal regulation of we-media advertising in China.Firstly,the subject qualification of all parties of we-media advertisement should be clarified,including the legal definition of natural person subject,the legal definition when multiple subjects compete and cooperate,and the legal identification of advertising spokesperson.Secondly,establish sound legal norms for we-media advertising platforms,including market access system and filing and review obligations of we-media advertising platforms;Thirdly,administrative supervision over we-media advertising should be strengthened,including strengthening the professional construction of regulatory agencies,implementing effective technical investigation means,and clarifying the contents of regulatory agencies’ jurisdiction and cooperation.Finally,the legal responsibility of we-media advertising subjects should be regulated,and the tort legal responsibility and administrative responsibility of we-media advertising subjects should be clarified.更多还原