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监测中心试辐射7.3万个网站 大数据天眼盯紧网络广告

2017-09-21 06:17:13   中国青年网

今年9月1日,国家工商总局在浙江省杭州市举行全国互联网广告监测中心(以下简称监测中心)启用仪式。该监测中心接受工商总局指导,受工商总局委托开展全国互联网广告监测,已试运行一年。

去年7月8日,以新《广告法》为依据,国家工商总局发布《互联网广告管理暂行办法》(以下简称《暂行办法》),为互联网广告主和发布平台立下规矩。

截至目前,监测中心对全国1004家主要网站进行直接监测,监测区域已覆盖全国31个省区市,监测能力辐射7.3万个网站,监测涵盖全国约95%的互联网广告经营额。试运行一年来,累计监测发现各类互联网违法广告13万条次。

广告词有了黑名单

专供特供、有效率100%、无风险无担保、根治等列入

“不手术、不口服、不输液,扁桃体炎轻松消除!”

“只要你听指令操作,我们确保你盈利!”

“2017省考笔试课程保你一次通关!”

“这是本市最好、最专业的美容整形医院!”

……

8月,国家工商总局网站公布了一批虚假广告典型案例,以上互联网广告的发布者均被处以不同金额的罚款,足见当前互联网平台虚假广告难禁的乱象。

医药保健、投资股票、教育培训等领域,是虚假广告的重灾区。2015年4月通过的新《广告法》规定,广告不得使用“国家级”“最高级”“最佳”等用语;医疗、药品、医疗器械以及保健食品广告,不得含有表示功效、安全性的断言或者保证;有投资回报预期的商品或者服务广告,不得明示或者暗示保本、无风险或者保收益;教育、培训广告不得对其效果作出保证性承诺。

目前,已有类似“专供特供”“有效率100%”“无风险无担保”“根治”等违禁广告词被加入监测中心的“黑名单”,只要出现在互联网的广告上,就会立即被监测到。

“良法是善治的前提。”中国人民大学商法研究所所长刘俊海说,“《暂行办法》的出台和监测中心的上线,为广告监管部门提供了有效的法律武器和有针对性的监管手段,有助于监管部门提高监管效能,也有助于倒逼互联网企业加强内控、更好承担社会责任。”

握指成拳出实效,加强对虚假广告的监管需多方合力完成。北京大学现代广告研究所所长祝帅认为,一方面,广告主、广告交易平台以及各互联网平台等,需要进一步规范自身的业务经营行为;另一方面,新闻媒体要主动进行必要的舆论引导,社会组织则可通过行业自律公约等发挥监督作用,共同促进互联网广告市场健康有序发展。

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