CAJ | 학술논문

数字、通讯技术的发展促使广告生态的巨变，形态各异的新媒体不断涌现的同时，原有的美国广告产业生态架构及权利结构发生了变化。在新媒体广告生态中，企业与消费者的利益博弈发生变化，促使美国新媒体广告规制架构重心从原有的“维护市场竞争”转向“消费者权益保护”。这种转向不仅体现在美国新媒体广告法律法规之中，也体现在联邦贸易委员会等政府机构对新媒体广告的监管和广告行业的自律之中。
수자、통신기술적발전촉사엄고생태적거변，형태각이적신매체불단용현적동시，원유적미국엄고산업생태가구급권리결구발생료변화。재신매체엄고생태중，기업여소비자적이익박혁발생변화，촉사미국신매체엄고규제가구중심종원유적“유호시장경쟁”전향“소비자권익보호”。저충전향불부체현재미국신매체엄고법율법규지중，야체현재련방무역위원회등정부궤구대신매체엄고적감관화엄고행업적자률지중。
Great changes of advertising ecology are witnessed with the development of digital and communicative technolo- gies. In the changing ecology of advertising industry, different forms of new media have become the engine of the advertising in- dustry. With comprehensive analysis of the advertising regulation system of the United States, the paper holds that the focus of new system of the regulations of new-media advertising turns from ＂market competition maintenance＂ to ＂consumer rights protec- tion＂. The turn is not only embodied in the regulations and laws of new-media advertisements in the USA, but also reflected in the Federal Trade Commission＇ s supervision of new-media advertisements and the self-discinline nf adwrtigin~ ;nrlus~trv