Because of the development of e-commerce, increasing Internet population, and growing revenues from internet advertisements, more and more advertisers chose to publish their advertisements on the internet; however, it is easy to have consumption disputes derived from the false advertising or inappropriate disclosure of important information under the goal of enhancing advertisement effect and seeking profits to compete with other enterprises within industry; therefore, many countries, including Taiwan, have regulations on the false internet advertising behaviors. For not violating laws, parties engaged in internet advertising, regardless of advertiser, advertisement media providers, advertisement agents, or internet service providers, have to understand relevant information and regulations of internet advertising clearly.
The structure of this research is, Chapter 1 describes research motivation and purpose; furthermore, because comprehensive problems are involved in the publication of internet advertisement, the viewpoint of competition law is adopted for research and analysis, and explains the research framework and process.
Chapter 2 arranges the commercial models of internet advertisement, and introduces the features and types of internet advertisement, advertisement websites and relevant parties, respectively.
Chapter 3 further analyzes the patterns of false internet advertising, including traditional false internet advertising and the specific patters of internet advertising.
Chapter 4 introduces regulations for the management of internet advertising in each country, and analyzes the regulations of traditional internet advertising and the application of laws to internet advertising in USA, Canada, Japan and Taiwan, respectively.
Chapter 5 clarifies the responsibilities of relevant parties engaged in internet advertising, including the definition of advertiser, responsibility of internet service providers engaged in different business, and the civil liabilities of advertisement media providers and agents.
Chapter 6 is the conclusion and suggestion. First is to conclude the research, and then provides suggestions to relevant parties of internet advertising as the reference for the decision in publishing internet advertisement.