商业研究
商業研究
상업연구
Commercial Research
2011年
5期
155~161
,共null页
手机短信广告 问题 法律规制
手機短信廣告 問題 法律規製
수궤단신엄고 문제 법률규제
mobile telephone message advertisement; problem; legal regulation
手机短信广告是一种新型的广告形式,具有发送方便快捷、成本低廉、投放准确、接受率高等优点。目前,手机短信广告存在着发布主体混乱、虚假和违法短信广告泛滥、侵犯手机用户合法权益的现象严重等问题。为此,应通过完善短信广告相关法律规范、加大短信广告监管力度、强化通信运营商监控职责、健全用户权利保障机制、转变短信广告经营模式、强化短信广告行业自律等措施来促进手机短信广告的健康发展。
手機短信廣告是一種新型的廣告形式,具有髮送方便快捷、成本低廉、投放準確、接受率高等優點。目前,手機短信廣告存在著髮佈主體混亂、虛假和違法短信廣告汎濫、侵犯手機用戶閤法權益的現象嚴重等問題。為此,應通過完善短信廣告相關法律規範、加大短信廣告鑑管力度、彊化通信運營商鑑控職責、健全用戶權利保障機製、轉變短信廣告經營模式、彊化短信廣告行業自律等措施來促進手機短信廣告的健康髮展。
수궤단신엄고시일충신형적엄고형식,구유발송방편쾌첩、성본저렴、투방준학、접수솔고등우점。목전,수궤단신엄고존재착발포주체혼란、허가화위법단신엄고범람、침범수궤용호합법권익적현상엄중등문제。위차,응통과완선단신엄고상관법률규범、가대단신엄고감관력도、강화통신운영상감공직책、건전용호권리보장궤제、전변단신엄고경영모식、강화단신엄고행업자률등조시래촉진수궤단신엄고적건강발전。
Mobile telephone message advertisement is a new form of advertisement,with its incomparable advantages such as convenient and efficient delivery,high pertinence and low costs.At the same time,message advertisement has also led to a series of serious legal and social problems： confusing operator status,the flooding spam messages and the infringing acts.Therefore,perfecting related laws,strengthening administrative supervision,strengthening the telecommunication companies′ monitoring responsibility,improving the users′ right safeguard mechanism,transforming message advertising business mode,strengthening self-discipline of message advertising industry are necessary measures to promote the development of message advertising.
