作者：郭创拓
作者介绍：华南理工大学法学院副教授，经济学博士
出版日期：2026年8月9日
内容提要 广告是市场经济运行的核心要素，呈现出信息性、识别性、个性化、侵扰性等特征。传统媒介广告行为规制以确保广告信息的真实性为核心，而数字经济时代广告运作的核心由对商品或服务信息的告知转向创造非真非伪的劝导性陈述，表现形式也更加动态化，超越了单纯评价客观真伪的二元模式。数字经济时代广告行为规制应以破除对消费者的形塑为价值指引，由以广告主为核心的信息真实拓展至以广告主与消费者理性沟通的空间可信，将规制对象从单一的不实广告扩展至不实广告、弱标识广告、精准推送广告和过度侵扰广告四种类型；并坚持类型化规制思维，以确保广告信息真实、形式明确、内容有效和推送适度为基础，有针对性地采取助推性规制、回应性规制、合作性规制和包容性规制措施，实现保障经营者商业表达自由与维护消费者合法权益之间的平衡。
关键词 广告行为规制 空间可信 信息真实 精准推送 形塑消费者
Abstract: Advertising is a core element in the operation of the market economy, inherently characterized by informativeness, identifiability, personalization, and intrusiveness. Regulation of traditional media advertising behavior centers on ensuring the authenticity of advertising information. In the digital economy era, however, the core operation of advertising has shifted from conveying information about goods or services to creating persuasive statements that are neither true nor false, with more dynamic forms of expression that transcend the binary model of merely evaluating objective truth or falsehood. Regulation of advertising behavior in the digital economy era should take the dismantling of shaping consumers as its value orientation. It shall expand its regulatory focus from advertiser-centered ‘information authenticity’ to ‘credible communication space’ underpinned by rational dialogue between advertisers and consumers, and expand the scope of regulatory targets from mere false advertising to four categories: false advertising, advertising with inadequate identification, precision-targeted advertising, and excessively intrusive advertising. Adhering to the typified regulatory approach and grounded in the four criteria of information authenticity, form clarity, content effectiveness, and delivery appropriateness, targeted regulatory measures shall be adopted, including nudge-style regulation, responsive regulation, cooperative regulation, and inclusive regulation, so as to strike a balance between protecting the freedom of commercial speech of business operators and safeguarding the legitimate rights and interests of consumers.