网络环境下的广告内容规范与监督

随着互联网技术的发展，互联网逐渐成为广告发布的一个重要平台。尤其近年来，网络广告技术与电子商务急速发展，越来越多的网络广告形式出现。作为一种于新兴的媒体广告形式出现的网络广告，相较于传统广告，具有交互性、多样性、精准性和传播范围广的优势。我国当前网络广告存在主体定位模糊、审查缺失、侵犯用户隐私权和隐性广告泛滥等问题。网络广告内容在绝对化用语、信息引用以及产品效果描述不合规等方面需要进一步依法规范和完善。同时，从立法、执法、行业自律以及社会监督方面建立和完善我国网络广告监督体系具有重要现实意义。

关键词：网络广告，电子商务，经营者，消费者
 
 
Internet Advertising Content Standards and Supervision under Network Environment

Abstract: With the development of Internet technology, the Internet has gradually become an important platform for advertising. Especially in recent years, the rapid development of online advertising technology and e-commerce, more and more forms of online advertising appear. As an online advertisement appearing in the form of emerging media advertisements, compared with traditional advertisements, it has the advantages of interactivity, diversity, precision, and wide spread. China's current online advertisements have problems such as ambiguous subject position, lack of review, infringement of user privacy rights, and intrusion of implicit advertisements. The content of online advertising needs to be further regulated and perfected according to the law in terms of absolute terms, information citations, and non-compliance of product performance descriptions. At the same time, establishing and improving China's online advertising supervision system from the aspects of legislation, law enforcement, industry self-discipline, and social supervision has important practical significance.

Key words: internet advertising,e-commerce,operators, consumers

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