网络广告不正当竞争行为及其法律规制.docVIP

黄河科技学院毕业论文 第 PAGE III 页 网络广告不正当竞争行为及其法律规制 摘 要 作为一种新兴的广告传播媒介，网络广告以其独特的价值、巨大的经济利益、广阔的发展前景等一系列特点，呈现出蓬勃发展的态势，在广告市场中的地位愈加重要，为广告市场注入了新的活力。但因为缺乏有效的法律规制，网络广告中的不正当竞争行为日益加剧，网页超链接、垃圾邮件、弹出式广告等一系列不正当竞争行为，不仅损害了消费者和其他经营者的合法权益，而且破坏了网络广告市场正常竞争秩序的运行，阻碍了网络广告市场的健康发展。 目前，我国网络广告不正当竞争法律体系还未建立，法律规制的建设还远远滞后于网络广告的发展速度，这使得网络广告中的不正当竞争行为无法得到有效的治理。故而，如何促进网络广告不正当竞争法律体系的完善，加快网络广告不正当竞争法律规制体系的建立健全，保护经营者和消费者的合法权益，保障网络广告市场秩序的良性运行，是当前亟待解决的问题。 本文以网络广告不正当竞争行为及其法律规制为研究主题，从网络广告中不正当竞争行为的一般理论入手，进而剖析我国网络广告中不正当竞争行为产生的原因，最后，结合实际对网络广告不正当竞争行为法律规制的完善提出自己的建议。 关键词：网络广告，不正当竞争，法律规制 Network Advertisement ACTS of Unfair Competition and Its Legal Regulation Author:Zhang Qiang Sheng Tutor:Jin Long Tao Abstract As a new advertising media, online advertising, with its unique value, the huge economic interests and broad prospects for development and a series of features, showing a booming trend, more and more important in the position in the advertising market, has injected new vitality for the advertising market.But because of the lack of effective legal regulation, the network advertisement ACTS of unfair competition in the growing, web links, spam, improper sweepstakes and a series of ACTS of unfair competition, not only damaged the lawful rights and interests of consumers and other business operators, and destroyed the online advertising market the operation of the normal competition order, hindered the healthy development of online advertising market. At present, the network advertisement of unfair competition law system has not been established and the construction of the legal regulation is far behind the development speed of Internet advertising, which makes the ACTS of unfair competition in online advertising cannot get effective governance.So, how to promote Internet advertising the perfection of legal system of unfair competition, speed up the n