Problems and Countermeasures of LED outdoor advertising supervision

With the development of science and technology, LED electronic display technology is widely used in various fields of society, especially in the field of outdoor advertising. The use of the technology to release a large amount of outdoor advertising information, update fast, strong liquidity, but also to law enforcement agencies with greater difficulty.

Regulatory difficulties

No normative document management difficult. At present, how to set the LED electronic display, set the standard has not yet issued specific and operational documents, which resulted in outdoor advertising have LED electronic display market to the administrative department for Industry and commerce registration is issued to sell goods or services.

Illegal advertising investigation difficult. Outdoor advertising LED electronic display can release a large amount of information through sound, light and other audio and video effects, advertising operators to use this opportunity, often approval scope, registration deadline issued commercial advertising, some even issued false and exaggerated, illegal outdoor advertising, disrupting the normal order of supervision of the advertising industry, hurt consumers the legal interest, but because of its advertising content updates quickly, the illegal behavior is difficult to timely evidence, lead to the illegal investigation difficult.

Long regulatory responsibility to. Outdoor advertising approval unit for the urban management department, in addition to ownership of billboards advertising company operating set, with the rest mainly owned by telecommunications, postal services, traffic management, civil affairs and other departments, and the contents of outdoor advertisements to the business sector, the urban management department in the operators agreed to set LED electronic display does not inform the business sector, it is difficult to the regulation of the business sector.

Supervision Countermeasures

Establish ABC grade management system. The use of LED electronic display screen release of outdoor advertising, should be the introduction of normative and operational rules and regulations or regulatory documents, laws and rules. At the same time, the use of LED electronic display outdoor advertising business users, the establishment of ABC management. A: did not release any false and illegal outdoor advertising within one year of outdoor advertising in a timely manner to the business sector registered; grade B: released within a year of minor false and illegal outdoor advertising and outdoor advertising release failed to timely to register the business sector, after rectification, rectification in place on schedule; C grade: A in the release of serious false and illegal outdoor advertising and outdoor advertising release failed to timely to register the business sector, after rectification, fails to rectification in place. Evaluation of a business can be suspended "outdoor advertising integrity unit" plaque within their premises; assessed as grade B business operators in accordance with the requirements of outdoor advertising a modest increase in the frequency of inspections; the assessment for the class C business in addition to increased the frequency of inspections, to set up illegal accounts, refuses to rectification the illegal publication or publication of illegal acts of false advertising, severely punished.

Strengthen cooperation between regulatory units, the implementation of the joint management. The outdoor advertising supervision units shall establish and improve the supervision of the joint conference system, information system and a series of collaborative efforts can improve the rules and regulations, through increased efforts to change the long regulatory phenomenon, the formation of effective supervision force of mutual exchange of needed products, and punish illegal acts promptly issued by LED electronic display of outdoor advertising.

The establishment of prevention and treatment mechanism. Give full play to the strength of the masses, through the establishment of a public telephone hotlines, to hire the masses to act as regulators and other measures to participate in the regulation of false advertising outdoor advertising.

Establish a self disciplined alliance. The operators engaged in business activities to maximize profits, and therefore can not blindly resist the use of LED electronic display release of outdoor advertising, guidance, education, let them realize that earn economic interests and legitimate release of outdoor advertising can be a "win-win". Industry and commerce departments can guide advertisers, advertising operators, publishers to establish self-discipline alliance, with the power of the organization to regulate illegal acts.