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基于广告活动的外部性、交易双方的信息不对称、电视媒介的特殊性,世界各国均对电视广告进行严格规制。通过对我国中央和地方多个电视频道进行实证调研,发现电视广告在形式、内容以及播出时长等方面乱象丛生。乱象折射出我国电视广告规制存在立法错位、制度漏洞、独立规制机构缺位、自律机制不发达等问题。为促进电视广告健康繁荣发展,应在借鉴域外经验的基础上,从电视媒体分类管制、弥补制度漏洞、建立独立规制机构、畅通维权途径、增强自律等几个方面强化电视广告规制。
Based on the externality of advertising campaigns, the asymmetric information of the two parties involved in the transaction and the particularity of the television media, all countries in the world strictly regulate television advertisements. Through the empirical research on multiple TV channels at the central and local levels in our country, it is found that television advertisements are chaotic in terms of form, content and broadcast time. The chaos reflects the legislative dislocation, the loopholes in the system, the absence of an independent regulatory agency and the underdeveloped self-regulatory mechanism in China’s television advertising regulation. In order to promote the healthy and prosperous development of TV commercials, we should reinforce the regulation of TV commercials on the basis of drawing lessons from extraterritorial experience, from the classified control of television media, making up for loopholes in the system, establishing independent regulatory agencies, smoothing the channels of safeguarding rights and strengthening self-discipline.