摘要
美国原生广告规模日益壮大,美国联邦贸易委员会作为主管部门,对原生广告进行治理,主要内容包括:向消费者明确标识"广告"、不能误导和暗示消费者、名人代言需负连带责任等。规制方式呈现透明化、立体化、标准化的特征。美国对原生广告的规制可为我国原生广告监管带来诸多启示。
The scale of native advertising in the United States is gradually expanding, the Federal Trade Commission is the main regulative agency, takes charge of the regulation of native advertising which includes clearly labelling as ＂advertisement＂ to consumers, banning misleading information and giving hints to consumers, celebrity endorsement need to take the responsibility of joint liability. The regulation features transparency, multi-dimensional and standardized process. The regulation of native advertising in the United States can shed light on our country＇s native advertising regulation.
作者
冯婷
FENG Ting(School of Information Management, Wuhan University, Wuhan 430072, China;School of Chinese Language and Literature, Hubei University of Education, Wuhan 430205, China)
出处
《编辑之友》
CSSCI
北大核心
2018年第6期103-107,共5页
Editorial Friend
关键词
美国联邦贸易委员会
原生广告
社会规制
消费者保护
Federal Trade Commission of the United States
native advertisements
social regulation
consumer protection
