| Summary: | 碩士 === 東吳大學 === 法律學系 === 104 === Online Advertisement showed great development space whether in Taiwan or aboard. Following the change in consumer media usage habits and preferences, Advertisers transfer to use online advertisement which can bring more business opportunities. Thus, a lot of controversy arises with the popularity of online advertising, governments strengthen the supervision of administrative controls, and industry develops industry self-regulatory spontaneously, to establish a secure transaction environment and the legal norms to protect interests of consumer rights.
As for the form of online advertising regulations, Taiwan and Mainland China have mostly the passive requirement and don’t like the United States have positive instructions. Through instructions and case advocacy to let related businesses better understand of the regulations to avoid inadvertently breaking the law; in the aspect of law enforcement, the United States often takes the measure of administrative settlement to avoid lengthy investigation procedures and the high fines. According to the new advertisement law of China, authority can confiscate the illegal income and execute multiple fines based on the amount of illegal income. Ceasing related business could also be taken in the serious circumstance, and authority is permitted to take multiple means of obtaining evidence; the self-regulatory rules of the United States and Mainland China are more complete than Taiwan, which may also become the object of learning to our country.
This thesis will through the comparative research of the United States, Mainland China and Taiwan of the online advertising regulations to make recommendations to Taiwan authorities and the relevant advertising industry to develop self-regulatory rules. Expecting all advertising in the beginning of the production will be able to on the right road--Get It Right from the Start.
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