关键词:  , 自媒体, 广告, 规制, 监管

Abstract: Based on the promulgation and implementation of the new Advertising Law and Interim Measures for the Management of Internet Advertising, and some relevant news report, problems in regulation and supervision of we media advertising are proposed Through empirical study on the form of we media advertising, three kinds of we media advertising are summarized, and further difficulties in nature identification, evidence preservation and territorial jurisdiction are put forward To solve those problems, by comparative study and literature review, it is shown that supervision should be based on actual law, and we should treat the problems in macro thinking and distinguish their subjects, and enlarge the cooperation between government and enterprise In detail, we should strengthen the supervision of unfair competition from the source, and establish record and report system of we media advertising

Key words:  we media, advertising, regulation, supervision