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近几年来,随着计算机互联网技术的发展,网络广告也迅速崛起成为一种新的广告媒介形式。它是继电视、广播、报刊、杂志等媒介之后新兴的一种新的广告媒介,故有第五媒介之称。网络广告之所以发展迅速,和它自身的特点是分不开的。它传播范围广,传播速度快,具有灵活性、实时性、明确的指向性、可重复性、可检索性。它制作简单,费用低廉,具有较强的价格优势以及最有活力的消费群体。网络广告形式多种多样,大体有横幅广告、标识广告、按钮广告等十多种形式。世界各国为了应对网络广告带来的法律问题,纷纷积极地进行立法与司法实践,形成不同的法律规范与模式。在美国,《反垃圾邮件法》虽然制定,但收效不大;而在欧盟国家中,《电子商务指令》、《远程合同指令》及其他有关保护个人数据和隐私权的指令构成了完整的法律体系,效果比较显著。
In recent years, with the development of computer Internet technology, online advertising has rapidly risen into a new form of advertising media. It is a new kind of advertising media emerging after the media such as television, radio, newspapers, magazines and so on, so it is called the fifth media. The reason why the rapid development of online advertising, and its own characteristics are inseparable. It spreads a wide range of spread fast, with flexibility, real-time, clear directionality, repeatability, retrievability. It is simple to produce, low cost, has a strong price advantage and the most dynamic consumer groups. Online advertising in various forms, generally banner ads, logo ads, button ads and more than 10 kinds of forms. In order to cope with the legal issues brought about by online advertising, all countries in the world have actively carried out legislative and judicial practice and formed different legal norms and models. In the United States, although the Anti-Spam Law is enacted, it has not been effective. In the European Union countries, the Ecommerce Directive, the Remote Contract Directive, and other directives on the protection of personal data and privacy form the complete law System, the effect is more significant.