网络广告中的法律问题与解决方式

网络广告的数字技术制作和表示、可链接性、无控性、交互性等特点,对广告的法律调整与规范提出了新的问题.由于网络具有与传统媒体迥然不同的开放式的互动结构,对这些问题我们应当采用一种比较缓和的方式来解决,具体包括政府管理与ISP、ICP自律相结合,法律与业界规章相结合,把网络广告纳入《广告法》的调整范围之中,国际管理与国内管理相结合.

On the law issues of advertisement on Internet and their resolution methods

The advertisements on Internet are characterized with digital technology, easy link, uncontrollabil- ity, and co-reference etc. This situation makes the law regulation of Internet advertisements face new chal- lenges. In view of Internet's open and co-referential structure radically different from many traditional me- dia, we should take some relaxing measures to solve these problems. The measures include: the combination ol government controlling with ISP and ICP's self regulation, the combination of law with the industrial regula- tions of Internet itself, the introduction of Internet advertisement into the framework of "Law of Advertise- ment", the combination of international treatment with the particular controlling in China.