近来,关于广告道德自律的讨论正成为我国广告实务界和理论界的热门话题。从1979年我国广告业恢复以来,广告法规制度的不完善、对经济利益的过度追求和广告人集体道德无意识,致使广告市场三大行为主体——广告主、广告经营者和广告发布者背弃广告的社会责任,不讲诚信,进行道德自 Recently, the discussion on advertising moral self-regulation is becoming a hot topic in China’s advertising practice and theorists. Since the restoration of the advertising industry in China in 1979, the imperfect rules and regulations of advertising, the excessive pursuit of economic interests and the unconsciousness of the collective morality of the advertisers have led advertisers, advertising managers and advertisers to abandon their advertisements Social responsibility, do not speak good faith, moral self