摘要
在1994年10月14日，美国的平面杂志《WIRED》旗下的HOT WIRED网站开始刊登广告，第一则网络广告便是在此诞生了。此后，众多传统媒体如美国有线电视网CNN、《华尔街日报》等都纷纷上网并且设立自己的网站，将自己的资料搬上网络，刊登信息服务的同时开始在网络上经营广告。网络广告就此走向发展之路。我国网络广告近年来也不断发展，网络广告成为网站收入的一大来源。然而伴随着网络广告的兴盛，网络虚假广告也随之产生。由于网络广告的广告主体难于界定，网络广告传播的内容以及广告发布地域的自由化程度相当的高，对发布网络广告的有关的网络服务供应商的法律责任无法明确，法律现有适用条文的冲突。成为虚假广告产生的主要成因，对消费者的利益产生的巨大的损害。因此我们要通过完善法律法规，建立有效的监管机制，培养消费者自我保护意识，加强ISP的责任来解决网络虚假广告这一问题。通过这些对网络虚假广告的应对手段，网络广告必定将有一个美好的明天。
Abstract
On October 14, 1994, the HOT WIRED website under command of 《WIRED》 of U.S.A. began to publish the advertisement, the advertisement of the first network is to emerge here. After this, numerous traditional medias surfed the Net and set up one's own websites one after another such as American cable television network CNN, 《The Wall Street Journal》., bring one's own materials up to the network, begin to manage the advertisement in the network while publishing information service. The advertisement of the network moves towards the way of development at this point . The network advertisement of our country is being developed constantly too in recent years, the advertisement of the network becomes a great source of website's income. But is following the prosperity of advertisement of the network , the production thereupon of sham publicity of network. Because network advertising subject of advertisement difficult to define, network content and advertisement that advertisement travel issue liberalization degree of region a suitable one high, it is for network of issuing the advertisement one about network the unable and clear in legal liability of service supplier, the law has conflict applicable to the clause now. Become main origin cause of formation that sham publicity produces , the enormous harm emerging in interests to consumers. So we will set up effective supervision mechanism through perfecting the laws and regulations, train consumer's sense of self-protection, solve this problem of sham publicity of the network in responsibility which strengthens ISP. Through the network means of dealing with of sham publicity, network advertisement must have a bright tomorrow.
关键词：网络 网络广告 虚假 虚假广告 未来 广告法
目录：
摘要 3
Abstract 3
绪论 5
第一章 网络广告的产生 6
一、网络的起源 6
二、网络的优势特点 6
三、网络广告的产生 8
四、网络广告的地位 8
五、网络广告的优势特点以及分类 9
六、我国网络广告的现状 11
第二章 网络广告面临的现时问题——虚假广告 12
一、网络的虚假广告 12
二、虚假的成因 15
三、虚假的危害——消费者权益影响 19
四、网络虚假广告的对策 22
第三章 光明的前景 26
总结 29
致谢 29
参考文献： 29
著作： 29
网站： 30
杂志： 30
