我国网络广告地公共治理机制研究.pdfVIP

我国网络广告的公共治理机制研究 摘 要 网络广告公共治理是一项系统工程，传统的广告监督管理体制与 网络广告发展不相适应的问题日益突出,面对监管中难点，创建适合 网络经济特点的公共治理机制是必然选择。 本文的创新点是提出网络广告公共治理的两种机制：政府监管 LGT 机制和行业自律 ODS 机制。LGT 即 Law, Government, Technology 相结合的政府监管机制。即在制定网络广告法律时机不 成熟的情况，先行制订有关网络广告的地方法规或规章；构建一个垂 直领导、内外结合的监管机制和架构，做到上下成网，分级管理，区 域协同、统一执行；监管中引入高科技术，结合新科技术实行网络监 管。ODS 即 Organization, Development, Self-regulation 相结合 的行业自律机制。提倡行业自律，建立行业组织，制订行业规范，建 立行业监督机制。通过两种机制的研究，最后提出一种平衡治理模式， 抛弃传统公共行政的垄断和强制性，重视与行业组织的系统合作，强 调服务导向，提倡平衡治理，在此过程中形成动态的市场稳定与和谐 的机制，实现网络广告的有效治理。 关键词 网络广告，政府监管，行业自律，机制 I THE RESEARCH ON PUBLIC GOVERNANCE MECHANISM OF CHINA’S ONLINE ADVERTISING ABSTRACT Online advertising of public governance is a systematic project, the supervision and management of traditional advertising and online advertising development system cannot meet the increasingly prominent in the face of regulatory difficulties, the economic characteristics of the network created for the public governance mechanism is the inevitable choice. This article is made of innovative online advertising two mechanisms of public governance: LGT mechanism of government regulation and industry self-regulation ODS mechanism. LGT: Combination of Law, Government and Technology of the government regulation mechanism. We formulate the local online advertising law and regulation when online advertising in the formulation of the legal situation is not ripe. We build a vertical leadership, both within and outside the combination of regulatory mechanisms and structure, so from top to bottom into a network, hierarchical management, regional