广告监管工作面临的形势和任务——韩新民同志在全国广告监管干部培训班上的讲话(节选)

一、广告监管工作取得了很大成绩近年来，各级广告监管机关在国家工商行政管理总局党组的正确领导下，紧紧围绕总局的工作部署，深入开展整顿和规范广告市场经济秩序，大力推进广告监管制度改革，不断加强队伍建设，各项工作取得很大成绩。主要表现在四个方面：第一、逐步建立了一套比较完整的广告法律法规体系，广告法制建设取得阶段性成果。１９９４年《中华人民共和国广告法》的颁布，标志着我国广告监管工作正式走向法制化轨道。其后，国家工商行政管理总局为贯彻落实《广告法》，又相继单独或者会同有关部门制定了一系列的部门规章。各…     

第一讲 中国广告法制体系综述

编者按：扩告法》自1994年10月发布以来，国家工商行政管理局又先后出台了20余件与扩告法》相配套的规章和规范性文件。这些既是对我国广告业的规范，同时又使我国的广告监管工作有法可依、有章可循。为使广告监管干部更科学、准确地理解和应用我国广告法制体系的总体结构，从本期起，国家工商局广告司与本刊联合推出忡国广告法律法规系列讲座》。本讲座旨在阐明中国广告法律体系的基本框架及内在联系，对现行广告法律、法规及主要规章、规范性文件等进行符合广告监督管理执法实际需来的、比较系统具体的执法解释，以便于广告监管干部在执法…     

浅析我国的广告法律环境

社会经济的持续发展带动了广告的发展与进步,作为控制环境的法律法规对于广告活动的规范日益走向正轨,并在广告活动的发展过程中发挥着越来越重要的作用。本文即从我国广告法律法规的发展历程出发,试图探究我国广告法律环境的变化及其在规范广告活动的过程中发挥的作用。     

法律实施机制的健全：论《广告法》的修改

改革开放以来，我国制定颁布了一系列法律法规，用来规范和调整广告领域的各种活动与社会关系，形成了相对严密而完善的广告法律体系。该法律体系中，以1994年全国人大常委会制定的《广告法》为统率，以国务院1987年颁布的《广告管理条例》为重要支撑，由国家工商行政管理总局颁布的“广告管理条例实施细则》和一系列具体的广告管理规章为主体，对广告领域的各种活动及社会关系建立了相应的规则。     

食品广告监管制度:落实最重要

国家近期出台了一系列食品广告相关的法律法规,《食品广告监管制度》即是其中一个。如此多的法律法规的出台,可能有助于解决食品行业监管不力的问题,但是也可能面临有法不依的问题。     

系统看待《广告法》的修订——兼谈意识变革与广告监管的关系

《中华人民共和国广告法》（以下简称《广告法》）于1994年10月颁布，距今已有近12年的时间了。《广告法》的颁布是广告业的一件大事，其对于促进广告事业的健康发展、规范广告经营行为、消费者权益的保护等方面部发挥了重要作用，也使广告法律法规建设进入一个新的阶段。然而，十余年来，我国广告监管工作经历了经济体制从计划经济向社会主义市场经济转型的过程，在广告市场规则的完善、广告诚信建设、对广告市场秩序的有效维护、广告业健康发展等方面出现了许多新问题和新情况。     

比较的规制

各国对比较广告所持的态度都不一样。一般认为，我国对比较广告采取的是“原则允许，例外禁止”的立法方式，即允许比较广告的存在，但对一些特殊商品和服务不得做比较广告。特别是在《广告审查标准》中，对比较广告的原则、内容和方式方法等做了明确的规定。而西班牙、德国、希腊、法国、意大利等国家明文禁止比较广告。美国、英国、加拿大等国家的观点正好相反，他们认为：比较广告既能鼓励竞争，又能给消费者提供更多的信息，因此予以支持。当然，任何不利于竞争者的广告表达必须与事实相符，     

建立有地方特色的广告监测网络

对广告发布进行监测，不但需要有一定的文化知识，而且还要懂相关的法律法规。此外，在财政紧张的条件下，对监测员的工作是不付任何报酬的。为此，宁波市工商局镇海分局经过研究，精心挑选出了6名义务广告监测员。他们中的4位是工商部门的离退休老干部，其中的2位是前任商广科长。另外二位中，一位是区内电视台、电台的视听评论员，还有一位是从个体工商户组长中选出来的。6名义务监测员主要负责对镇海区内的电视台、电台、报社3家新闻媒介单位的广告发布进行全天候的监测，同时对其他广告经营单位发布的广告以及张贴广告、印刷品广告等进…     

发达国家药品广告监管之道及对我国的启示

本文论述了国外药品广告监管之道以及完善我国药品广告监管模式的对策:我国可通过建立健全机构设置及法律法规体系、建立投诉机制、完善行业自律体系、鼓励全民参与监管、加大执法力度和违法惩处力度等措施来改善药品广告监管。     

试论不良儿童电视广告的法律规制

广告管理不仅要防止虚假广告搅乱市场,更要使儿童远离广告的侵害。尤其是后者,国外有许多成功的经验值得我们借鉴。本文剖析了不良儿童电视广告对儿童的危害,对我国目前儿童广告法律法规作出评析,指出其不足,同时介绍了外国的相关经验,最后提出我国在此问题上应该予以立法上的完善。     

《广告法》修订需注意的几方面问题

《广告法》修订要成为在新兴经济复杂的环境中调整广告活动的主要法律依据。本文主要从五个方面分析了修善广告理机制订案亟待解决的问题：一是完管理部门的权责规定．创新管二是广告法与相关法律的协调：三是广告主体及责任认定：四是广告法与具体法规的内容的理顺和完善,五是将新情况、热点问题有选择地纳入广告法范围。并试图提出相应的解决问题的路径     

Plant closing ethics root in American law

The harsh consequences of the American plant closing epidemic in recent years on workers, their families, and their communities, has raised widespread ethical and moral concerns. In the early 1970s, a diverse group of academics, social activists, public policy analysts, and special interest organizations developed a number of legislative proposals designed to restrict closings by law. The proposals encountered many formidable obstacles in an increasingly hostile free-market environment. The business community was itself moved to assume some of the burdens precipitated by closures either unilaterally or through collective bargaining. At the same time, powerful business interests tenaciously fought the enactment of mandatory closing restrictions into law. Nevertheless, through a prolonged and tortuous odyssey, the requirements of advanced notice and worker severence pay have now begun to root in law. Their success stands as evidence of a continuing American public policy receptivity to ethics-driven concerns. Dr. Peter E. Millspaugh is an Associate Professor of Business Legal Studies at the School of Business Administration, George Mason University, located in Northern Virginia outside of Washington, D.C. His articles and book reviews have appeared in: Academy of Management Executive, New England Law Review, Saint Louis University Law Journal, University of Toledo Law Review, Pacific Law Review, The Uniform Commercial Code Law Journal, Business Law Review, The Labor Law Journal, The Corporation Law Review, Business and Society, The Detroit College of Law Review, The Real Estate Law Journal, The Journal of Corporation Law, Business Horizons, The University of Baltimore Law Review, The Journal of Labor Research, University of Detroit Journal of Urban Law, Loyola International and Comparative Law Journal, Seton Hall Legislative Journal, Arizona Journal of International and Comparative Law, Business and Society Review, The Government Accountants Journal, Public Contract Law Journal, The University of Georgia Journal of International and Comparative Law and numerous Proceedings of national and regional conferences of the American Business Law Association.     

A Case for Comparative Advertising

Abstract

Comparative advertising was considered bad manners by most everyone in the past and still is by some today. But with the rise of consumerism. the Federal Trade Commission recognized this technique's potential to replace the traditional, non-specific “Brand X” with a more meaningful direct comparison. Realizing that comparative ads also had the potential to misinform. NBC. ABC. American Association of Advertising Agencies and National Association of Broadcasters issued their own individual guidelines. Some examples of acceptable and successful comparative advertising are discussed.     

Where Should Articles on the Link between Tobacco Advertising and Consumption Be Published?

Abstract

Articles on tobacco advertising's impact should be published in the Journal of Advertising or in comparable specialized scholarly outlets such as the Journal of Consumer Research, Journal of Marketing and Journal of Advertising Research, plus economic journals for econometric analyses. Instead, many analyses of the relationship between tobacco advertising and consumption as well as of smoking initiation and prevalence as related to advertising, can now be found in such publications as the Journal of the American Medical Association (JAMA), the British Journal of Addiction, the New England Journal of Medicine, and the Journal of Health Politics, Policy and Law. To add insult to injury, those articles are the ones that are frequently quoted on the front pages or in the health columns of major newspapers and magazines as well as by the broadcast media. What is going on here? Should we, as advertising scholars, care about these developments?     

对国内“世界最早广告法”论述中几个问题的考察与勘误

关于世界上最早颁布的成文广告法到底是哪一部,及1712年英国"知识税"法对当时报纸广告征税的税额到底是多少,国内学者的意见至今不一,本文通过实证与互证,认为英国1889年颁布的《不当广告法》应是世界广告立法史上最早的完整意义上的广告法,而1712年英国"知识税"法的税额是半张或不足半张报纸的广告交半便士(one halfpenny)税,半张以上但又不超过一张报纸的交一便士(one penny)税,超过一张而不足六张八开纸大小的交二先令税。     

新媒体与广告未来发展——2011年西方广告研究热点评析

本文以西方目前主导性广告学术类六大刊物在2010-2011年间所刊登的188篇学术论文为主要考察对象,整理出比较突出的广告研究热点:社交媒体与广告的研究热潮、互动媒体环境要求新的社会营销模式、植入式广告在新媒体环境中的效果、少数群体的广告也成为了"热点"、广告道德规范、当广告遭遇"回避"、广告效果认知的误区、市场调查的未来发展等八个方面,希望由此勾画出西方广告学术研究发展的最新脉络。     

Commentaries

Commentaries by:
Simon Broadbent Challenge to Advertising Research Methods
Thomas O'Guinn, Ads, Brains and Social Text
Larry Percy, Neuro-Images of Advertising     

The Global Challenge to Advertising

Abstract

Written by several executives of the International Advertising Association, “The Global Challenge to Advertising” was first made public at the 23rd IAA World Congress in Dublin in early June of 1973. The study, with detailed examples from many areas, brings into focus the two main currents of world-wide opposition to advertising: mounting consumer dissatisfaction with product quality and claims, and increasing government regulation and control of advertising. It is reprinted here by permission of the International Advertising Association, 475 Fifth Avenue, New York, N.Y. 10017.     

Consumer ethics: An assessment of individual behavior in the market place

A national sample of 362 respondents assessed the ethical predisposition of the American marketplace by calculating a consumer ethics index. The results indicate that the population is quite intolerant of perceived ethical abuses. The situations where consumers are ambivalent tend to be those where the seller suffers little or no economic harm from the consumer's action. Younger, more educated, and higher income consumers appear more accepting of these transgressions. The results provided the basis for developing a four-group taxonomy of consumers which retailers should find insightful in assessing potential consumer actions in a variety of situations. Sam Fullerton is a professor of marketing at Eastern Michigan University. In addition to his academic career, he has worked as a product manager and is the Vice President of the Sports Research Institute, Ltd. Besides coauthoring a text on marketing research, his work has appeared in numerous journals; among them are Current Issues and Research in Advertising, Health Marketing Quarterly, and Strategic Management Journal.Kathleen B. Kerch participated in an international marketing seminar series in Tokyo, Singapore, and Hong Kong. She is currently employed as a marketing representative for Audio-Video Distributors in Wixom, MI. H. Robert Dodge is a professor and head of the Department of Marketing and Law at Eastern Michigan University. He has published books in the areas of personal selling, marketing research, and business-to-business marketing. Additionally, his work has appeared in a number of journals including Strategic Management Journal, The Journal of Small Business, and Current Issues and Research in Advertising. He is actively involved in consulting including his position as President of the Sports Research Institute, Ltd.     

Advertising ethics: A contextual response based on classical ethical theory

F. P. Bishop argues that the ethical standard for advertising practitioners must be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U.S. advertising practitioners. This article, therefore, argues that the U.S. advertising industry's de-emphasis of deontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics — and credibility. The perceptions of four scenarios on advertising ethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study.Cornelius B. Pratt is Associate Professor in the Department of Advertising at Michigan State University. His research has been published in such journals as theJournal of Media Planning, Journal of Business Ethics, Public Relations Review, Public Relations Journal, Public Relations Quarterly, andJournalism Quarterly.E. Lincoln James is Associate Professor and Assistant Chairperson in the Department of Advertising at Michigan State University. His work has appeared in several scholarly journals, including theInternational Journal of Advertising, Journal of Advertising, Journal of Direct Marketing, Journal of Media Planning, andWeberforschung und Praxis.