有效的广告监管,应该是政府监管、社会监督和行业自律三方面的有机统一。但是长期以来,广告监管过度依赖执法部门或机构,致使运动式执法与选择性执法几近常态化,也导致执法效果不尽人意。社会监督创新有助于促进广告监管绩效的提升,对作为新兴广告传播形态的“漂绿广告”而言,更是如此。概言之,社会监督创新的重点在于社会监督创新的氛围营造、社会监督创新的制度保障、社会监督创新的协同机制、社会监督创新的技术支持等。 Effective advertising regulation should be the organic unity of government supervision, social supervision and self-discipline of the industry. However, for a long time, oversight of advertising has relied on law enforcement agencies or agencies, resulting in the near-normalization of exercise-based law enforcement and selective law enforcement and the unsatisfactory effect of law enforcement. Social monitoring innovation helps to promote the performance of advertising regulation, especially for “green advertisement”, which is a new form of advertising communication. In a word, the focus of social supervision and innovation lies in the creation of an atmosphere of social supervision and innovation, the institutional guarantee of social supervision and innovation, the coordination mechanism for social supervision and innovation, and the technical support for social supervision and innovation.