一、广告市场监管要坚持“为了群众”由于广告活动固有的信息不对称性和经济活动逐利性,决定了虚假违法广告难以被彻底根除。而一旦失去了监督的违法广告行为成为常态,“劣币驱逐良币”和“道德风险”、“逆向选择”的负面效应必将逐步显现,这将对社会主义市场经济的运行秩序和人民群众的消费安全构成巨大的威胁。 First, the supervision of the advertising market to adhere to “for the masses ” Due to the asymmetric information inherent in advertising campaigns and the pursuit of profitability of economic activities, it is difficult to determine the false illegal advertising is not completely eradicated. Once the illegal advertising activities that have lost their supervision become the norm, the negative effects of “bad money driven by good money ” and “moral hazard ” and “adverse selection ” will gradually appear, which will affect the socialist market economy The operation of the order and the people’s consumer safety pose a huge threat.