我国广告监管体制完善的主要动因与路径

Core Viewpoint - The article discusses the significant achievements and ongoing developments in China's advertising industry over the past decade, particularly in the context of the implementation of the new Advertising Law and the evolution of advertising regulation [2][3]. Group 1: Advertising Regulatory Framework - The gradual improvement of the advertising regulatory framework has been a fundamental prerequisite for the achievements in the advertising industry [3]. - Three main driving forces for the enhancement of the advertising regulatory system include the implementation of Xi Jinping's Thought on Socialism with Chinese Characteristics for a New Era, the rapid development of the internet economy, and the modernization of market regulation [3]. Group 2: Maturation of Advertising Guidance Regulation - The concept of "guidance regulation" in advertising has matured over time, initially lacking explicit mention in the 2015 revised Advertising Law [4][5]. - The emphasis on "advertising must adhere to correct guidance" was highlighted by Xi Jinping, leading to increased attention from advertising regulatory bodies [5][6]. - The recognition of the importance of political awareness and social opinion management in advertising has become more pronounced, with various policy documents issued to strengthen guidance regulation [6][7]. Group 3: Enrichment of Advertising Regulatory Content - The most significant changes in the advertising regulatory system over the past decade have occurred in the realm of internet advertising [10]. - The rapid growth of internet advertising, which has seen annual increases exceeding 40% since 2011, has necessitated updates to the regulatory framework, as the 2015 Advertising Law quickly became inadequate [11][12]. - The introduction of the "Interim Measures for Internet Advertising Management" in 2016 aimed to address the shortcomings of the 2015 Advertising Law [12][14]. Group 4: Modernization of Advertising Regulation Models - The establishment of a unified national market regulatory body in 2018 marked a shift from a fragmented regulatory model to a more integrated approach [17]. - The modernization of market regulation emphasizes social governance, unified enforcement standards, and collaborative governance involving multiple stakeholders [17][18]. - The integration of smart regulatory tools and credit-based supervision has become increasingly important in the advertising regulatory landscape [18].