[China Glass Network] E-commerce is a for-profit commercial activity, and the online advertising associated with it certainly has the nature of business advertising. This is self-evident. Today, with the rapid development of e-commerce, how to regulate the online advertising involves a series of legal and management issues.
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In China, online advertising is still in its infancy. Among the 52 billion advertising dollars in China, online advertising only accounts for 16 million of them. However, its development has great potential and may become a big player in the advertising industry. Whether or not to implement the legal adjustments stipulated by the current advertising law for online advertising is worthy of discussion. In order to promote the development of e-commerce, the United States and Japan have implemented a comprehensive tax exemption for online transactions. The management of online advertising also adopts a relatively loose model, that is, unless there is some major unfair competition and malicious advertising, the government is open to the Internet. The network has an open and interactive structure that is quite different from traditional media. Therefore, it is impossible to adopt traditional media methods to regulate advertisements, but a more moderate regulation method should be adopted. The specific way is:
1. Government management combined with ISPICP self-discipline
ISP and ICP are important links in network operation and management. Without ISP and ICP, the government cannot implement effective management of the network. The self-discipline of ISP and ICP mentioned here has two meanings. First, ISP and ICP must comply with advertising laws and related regulations, resist unfair competition and false and deceive advertisements; second, ISP and ICP should be within the scope of operation. To regulate the hosted homepage, once the malicious advertising behavior is discovered, it is necessary to fulfill the legal responsibility of the administrator.
2. Law and industry regulations
For e-commerce, it is of course impossible for the law to exhaust the rules in advance. This requires industry regulations to play the role of the game rules in the blank period before the law is officially released. For example, there must be a viable regulation for the regulation of commercial websites and the management of personal home pages. ISPICP has special responsibilities in the management of user email addresses and should also study relevant regulations.