广告发布主体研究——基于新媒体广告的实证分析

我国在1994年制定《广告法》时,将个人排除在广告发布者之外,立法者给出的解释是:在立法当时我国禁止个人进入新闻出版行业。在以报刊、电台、电视台和出版社为主要广告发布媒体的当时,这一限制自在法理和情理之中。然而,随着互联网时代的到来,个人通过私人网站、手机短信、电子邮件、BBS甚至人体经营广告业务在技术上和观念上已经被人们所接受。面对现实中大量存在的这类广告发布主体,从法学研究和法律规制的角度如何对其定性,已经成为法学界和司法实务界无法回避的理论和实践问题。

Study on Advertisement Promulgator--Based on Positive Analysis About New Media Advertising

When the Advertisement Law of the PRC was issued in 1994,individuals were excluded from being promulgators.The legislator at that time held that individuals were not allowed to enter into the business,which was reasonable when the press,radio,television and book concern were the main body of advertisement release.However,in internet age,through website,text message,email,BBS,even human body,individuals' emergence in advertising has been widely accepted.Given the existence of such kind of main body in advert...