湖南工业大学学报（社会科学版）
湖南工業大學學報（社會科學版）
호남공업대학학보（사회과학판）
Journal of Hunan University of Technology (Social Science Edition)
2015年
5期
49-54
,共6页
个人微博广告%法律规制%微博备案%广告行为控制%执法资源配置
箇人微博廣告%法律規製%微博備案%廣告行為控製%執法資源配置
개인미박엄고%법률규제%미박비안%엄고행위공제%집법자원배치
personal microblog advertising%legal regulation%microblog record%advertising behavioral control%al-location of law enforcement resources
在我国，个人微博事实上已经成为商业广告重要发布平台，在促进社会经济发展的同时，个人微博广告也存在欺诈、不正当竞争以及擅自发布须经审批的商业广告等诸多失序问题，其肇因在于立法滞后导致的法律规制失能。为使个人微博广告步入有序的轨道，必须更新相关法律规制模式，从传统的广告主体资格管制加广告行为控制模式转变为微博备案加广告行为控制模式。同时，优化执法资源配置，重整相关法律责任。
在我國，箇人微博事實上已經成為商業廣告重要髮佈平檯，在促進社會經濟髮展的同時，箇人微博廣告也存在欺詐、不正噹競爭以及擅自髮佈鬚經審批的商業廣告等諸多失序問題，其肇因在于立法滯後導緻的法律規製失能。為使箇人微博廣告步入有序的軌道，必鬚更新相關法律規製模式，從傳統的廣告主體資格管製加廣告行為控製模式轉變為微博備案加廣告行為控製模式。同時，優化執法資源配置，重整相關法律責任。
재아국，개인미박사실상이경성위상업엄고중요발포평태，재촉진사회경제발전적동시，개인미박엄고야존재기사、불정당경쟁이급천자발포수경심비적상업엄고등제다실서문제，기조인재우입법체후도치적법률규제실능。위사개인미박엄고보입유서적궤도，필수경신상관법률규제모식，종전통적엄고주체자격관제가엄고행위공제모식전변위미박비안가엄고행위공제모식。동시，우화집법자원배치，중정상관법률책임。
Personal microblog (also called"weibo")has become an important commercial advertisement publish-ing platform in China.Though it promotes the social economic development,personal microblog advertising is also full of disorder problems such as fraud,unfair competition,and arbitrary commercial advertisement without exami-nation authorization and approval by relative law.The main reason of these problems lies in the invalidation of the legal regulation caused by the lagging legislation.In order to guide personal microblog advertising into the orderly management and control,we must update the legal regulation mode of the personal microblog advertising,change the traditional advertising subject qualification control and advertising behavioral control mode,and replace it with the microblog record and advertising behavioral control mode.At the same time,we also must optimize the alloca-tion of law enforcement resources,and reform the related legal responsibility.
