新加坡的社交媒体广告规制Social Media Advertising Regulation in Singapore
Peng Hwa Ang,陕少霞,曹书乐
摘要(Abstract)：
新加坡的广告规制是由行业协会和媒体监管机构自发制定的自我管理体制。这一体制是有效的,因为它满足了进行自我管制的最低要求:行业有发展动力、少数行业巨头使执行更为有效,以及有效的监管支撑。而在2015年之前,社交媒体广告业尚未得到激励,也无规则可言。这一年,由于一次营销活动引发的事件,使该行业发生了彻底的转变。该事件直接导致了一家大型上市公司终止与一家社交媒体广告商的合约,以及该上市公司首席执行官公开道歉。丑闻爆发之后,社交媒体广告业的预算被冻结了几个月,整个行业的道德规范也遭到质疑。本文主要论述了在新加坡社交媒体广告业这一资源有限的自我管制体制建立一系列指导方针的过程中,需要的理论、过程和思考。
关键词(KeyWords)： 社交媒体;社交媒体广告;广告规制;新加坡;社交媒体营销
基金项目(Foundation):
作者(Author): Peng Hwa Ang,陕少霞,曹书乐
DOI: 10.16602/j.gmj.20170014
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- (1)有趣的是,在本文即将写成之际,出现了一个极具争议的事件,当一些英国广告商(包括英国政府)发现自己的广告出现在了极端主义网站上时,他们将所有广告从谷歌和Youtube上撤销(Martinson,2017;Neate,2017;Davies,2017)。