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近年来,互联网已成为重要的广告发布载体,对传统广告经营模式带来了颠覆性的改变。2013年,我国网络广告市场规模达到1100亿元,同比增长46.1%。繁荣的背后,也有不少不法商家利用科技手段钻起了法律的空子。监测显示一些主要网站广告违法率居高不下。互联网广告形式、广告主体、费用结算等基于信息化技术都呈多样化发展,使得传统广告案件的办案技巧无法应对网络变革带来的新型挑战。对此,今年4月至8月,国家工商总局等八部委联合开展了互联网重点领域广告专项行动。为帮助各地厘清互联网广告监管执法的难点,突破案件查办瓶颈,本刊记者特约请上海市工商局广告处的同志撰写系列文章,深入细致地剖析互联网广告监管执法涉及的各个关键环节。
In recent years, the Internet has become an important carrier of advertisement distribution, which has brought a disruptive change to the traditional advertising business model. In 2013, the online advertising market in China reached 110 billion yuan, an increase of 46.1% over the same period of last year. Behind the prosperity, there are many unscrupulous businessmen to use scientific and technological means to drill the loopholes in the law. Monitoring shows that some major websites have high rates of illegal advertising. The diversified development of Internet-based advertising formats, advertising agencies and cost accounting based on information technologies has made the handling of traditional advertising cases unable to cope with the new challenges posed by the network changes. In this regard, from April to August this year, eight ministries and commissions such as State Administration for Industry and Commerce jointly launched the special campaign on advertising in the key areas of the Internet. In order to help clarify the difficulty of supervising and enforcing Internet advertising and to break through the bottleneck of case investigation, the correspondent specially invited the comrades from the Advertising Department of Shanghai Administration for Industry and Commerce to write a series of articles to thoroughly and thoroughly analyze all the key links involved in the supervision and enforcement of Internet advertising.