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理想的广告管理体制是实行政府法制管理与广告自我约束相结合,又以自我约束为主的管理机制。由于中国广告行业的非政府组织发展很不成熟,目前已经存在的一些协会也基本是政府部门主管,带有很重的官方色彩,所以不能很好地代表广告主、广告公司和广告媒体的利益。本文重点研究了改革广告行业的非政府组织管理现状,促使其积极发挥行业自律作用的有效对策。
The ideal advertising management system is the implementation of government legal management and advertising self-restraint combined with self-restraint-based management mechanism. Due to the immature development of non-governmental organizations in China’s advertising industry, some of the existing associations are basically supervisors of government departments with a heavy official color, so they can not properly represent the interests of advertisers, advertising agencies and advertising media . This article focuses on the reform of the advertising industry non-governmental organizations management status quo, prompting them to actively play the role of industry self-regulation of effective countermeasures.