摘要
随着新媒体技术的迅猛发展，广告传播方式发生了深刻变革，传统广告伦理与法规面临前所未有的挑战。本研究旨在探讨新媒体环境下广告伦理与法规的现状、问题及优化路径，以期为行业规范发展提供理论支持和实践指导。研究采用文献分析、案例研究与问卷调查相结合的方法，系统梳理了国内外相关理论与实践，深入剖析了新媒体广告中虚假宣传、隐私侵犯及算法歧视等典型问题，并结合法律法规与行业自律机制进行评估。研究表明，新媒体广告在提升传播效率的同时，也因技术滥用和监管滞后导致伦理失范现象频发。为此，本研究提出构建多层次协同治理框架，包括完善法律法规体系、强化平台责任以及推动公众参与监督。创新点在于首次将算法伦理纳入广告规制范畴，并提出了基于技术透明度的治理方案。研究的主要贡献在于填补了新媒体广告伦理与法规交叉领域的理论空白，同时为相关政策制定提供了实证依据，对促进广告行业的健康可持续发展具有重要意义。
关键词：新媒体广告；广告伦理；法规治理；算法伦理；多层次协同治理
Abstract
With the rapid development of new media technology, advertising communication methods have undergone profound transformations, posing unprecedented challenges to traditional advertising ethics and regulations. This study aims to explore the current status, issues, and optimization paths of advertising ethics and regulations in the new media environment, providing theoretical support and practical guidance for the standardized development of the industry. By integrating literature analysis, case studies, and questionnaire surveys, this research systematically reviews relevant theories and practices both domestically and internationally, delving into typical problems in new media advertising such as false advertising, privacy violations, and algorithmic discrimination, while evaluating these issues through the lens of legal fr ameworks and industry self-regulation mechanisms. The findings indicate that while new media advertising enhances communication efficiency, ethical misconduct frequently arises due to the misuse of technology and regulatory lag. In response, this study proposes a multi-level collaborative governance fr amework, encompassing the improvement of legal systems, the reinforcement of platform responsibilities, and the promotion of public participation in supervision. An innovation of this research lies in its first-time inclusion of algorithmic ethics within the scope of advertising regulation, proposing governance solutions based on technological transparency. The primary contribution of this study is to fill the theoretical gap in the intersection of new media advertising ethics and regulations, while providing empirical evidence for relevant policy formulation, which holds significant implications for promoting the healthy and sustainable development of the advertising industry.
Keywords：New Media Advertising; Advertising Ethics; Regulatory Governance; Algorithm Ethics; Multi-Level Collaborative Governance
目 录
摘要 I
Abstract II
一、绪论 1
(一) 新媒体环境下广告伦理与法规的研究背景 1
(二) 研究新媒体广告伦理与法规的意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与创新点 2
二、新媒体广告伦理的核心问题 2
(一) 广告真实性与信息误导 2
(二) 隐私保护与数据滥用 3
(三) 商业利益与社会责任的平衡 3
三、新媒体广告法规体系的构建 4
(一) 当前广告法规的主要内容 4
(二) 法规在新媒体环境下的适用性挑战 4
(三) 完善新媒体广告法规的路径 5
四、广告伦理与法规的实践困境与对策 6
(一) 技术发展对伦理与法规的冲击 6
(二) 行业自律机制的作用与局限 6
(三) 推动多方协同治理的建议 7
结 论 8
参考文献 9
