互联网宣传落地页审查责任法律规制辨析（上）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">摘要</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_png/5sibOuBVOicYvEMMZEBVpjtLj2ctNcumScOibT0T7bvZskBPUYLDaBO4IQXY2w6RPAgfLHxNjEaShxHfsRkxJRong/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">转</span>功能<span style="color: black;">做为</span>互联网<span style="color: black;">宣传</span>的基本功能，在<span style="color: black;">加强</span>互联网<span style="color: black;">宣传</span>效果的<span style="color: black;">同期</span>滋生了新形态的违法<span style="color: black;">宣传</span>，给监管执法带来了<span style="color: black;">许多</span>挑战，<span style="color: black;">宣传</span>立法的滞后性<span style="color: black;">逐步</span>凸显。<span style="color: black;">因为</span>现行立法并未对落地页审查责任问题进行规制，且<span style="color: black;">宣传</span>发布者<span style="color: black;">针对</span>落地页内容的<span style="color: black;">掌控</span>能力有限，严格<span style="color: black;">需求</span><span style="color: black;">宣传</span>发布者对落地页承担全面的审查责任于法无据、于理不合。在客观把握互联网<span style="color: black;">宣传</span>经营<span style="color: black;">规律</span>的<span style="color: black;">基本</span>上，<span style="color: black;">经过</span>规制成本与规制效率、规制标准的理性设置以及多元共治原则的分析，强化<span style="color: black;">宣传</span>发布者资质审查义务、设置特殊审查义务及<span style="color: black;">协同</span>执法义务，是落地页法律责任规制的可行路径。</p><img src="https://mmbiz.qpic.cn/mmbiz_gif/cGXaxpiaW8JwC3JOvJAOvdUJqx5DictaPG0ibho1OrNngzGoSPx9kgPiby4P1ncGEO1ibbqZqicibk6g5gbIhq8bdWMDA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/cTic5CM19NOPcCBaUEAFHoOzKtNasygSXHYXVYA9ibxhWuUmLJicdJkZVIsicPVL1OKpSPOI6fNayN7jm1ibmP0XWMw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>落地页问题知多少</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/icUcnaOe65Nibb3qxSZkHgcHiakw1ugB3q5F53blcYpqDu2EfWCuWgGMomFzW6aHAKsq41zWib72cK66jcdA7Gr8cA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">互联网的生命在于链接。</strong></span>在互联网<span style="color: black;">宣传</span><span style="color: black;">行业</span>，<span style="color: black;">宣传</span>发布者可在展示给用户的<span style="color: black;">宣传</span>位上设置链接，用户点击<span style="color: black;">宣传</span>位<span style="color: black;">就可</span><span style="color: black;">转</span>到<span style="color: black;">宣传</span>主事先准备好的、<span style="color: black;">能够</span>随时更新页面内容并可继续设链<span style="color: black;">转</span>的信息承载页面。<span style="color: black;">这里</span>类互联网<span style="color: black;">宣传</span>经营模式之中，最先展示给用户的<span style="color: black;">宣传</span>位页面<span style="color: black;">通常</span><span style="color: black;">叫作</span>为“前端<span style="color: black;">宣传</span>”，点击前端<span style="color: black;">宣传</span><span style="color: black;">转</span>后的信息承载页面统<span style="color: black;">叫作</span>为“落地页”，在落地页中<span style="color: black;">根据</span>用户总共<span style="color: black;">转</span>的次数<span style="color: black;">能够</span>分为一跳落地页、二跳落地页、三跳落地页等等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">转</span>已<span style="color: black;">作为</span>互联网<span style="color: black;">宣传</span>的基本功能，其在拓展互联网<span style="color: black;">宣传</span>所能承载的信息、为互联网<span style="color: black;">宣传</span>发布者带来更高<span style="color: black;">宣传</span>收入的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>为<span style="color: black;">违法</span>经营者<span style="color: black;">乱用</span>该功能发布违法<span style="color: black;">宣传</span><span style="color: black;">供给</span>了可乘之机。面对利用落地页发布违法<span style="color: black;">宣传</span>的<span style="color: black;">行径</span>，监管机关面临着众多悬而未决的问题：<span style="color: black;">什么是落地页、<span style="color: black;">为么</span>互联网<span style="color: black;">宣传</span>存在落地页、落地页与前端<span style="color: black;">宣传</span>存在什么关系、谁是落地页<span style="color: black;">宣传</span>发布者并应承担审查责任、<span style="color: black;">针对</span>前端<span style="color: black;">宣传</span>发布者应该规制何种审查责任等。</span>这些<span style="color: black;">困惑</span>的问题不得到有效<span style="color: black;">处理</span>，监管机关难以制定操之有据、行之有效的规则策略。针对以上问题，笔者将从行业<span style="color: black;">科研</span>入手还原落地页技术<span style="color: black;">规律</span>、提炼落地页中各方主体法律关系本质，并结合现有法律法规及行业实践<span style="color: black;">状况</span>，提出落地页审查责任的法律规制路径<span style="color: black;">意见</span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_gif/KnZ9Ue3XrvwJtsIViayLXOVUevNdRZCKyU8huMa1pq4VyMZ004zkb0gTfSkicxJCpbmRw7Vfp7wibKtZ4Tdd2IMuQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>落地页的<span style="color: black;">功效</span>及形态看<span style="color: black;">这儿</span>！</strong></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/KnZ9Ue3XrvwJtsIViayLXOVUevNdRZCKycbPryZ4HgqPQGuUcCS8jsBBGicF0gT6Ys3VncEdicg1YQ6CEfhkwuZXQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>落地页<span style="color: black;">做为</span>互联网技术发展的必然产物，是互联网互联互通、网页无限<span style="color: black;">转</span>等性质在互联网<span style="color: black;">宣传</span><span style="color: black;">行业</span>的集中<span style="color: black;">表现</span>，<span style="color: black;">亦</span>是互联网<span style="color: black;">宣传</span>相较传统<span style="color: black;">宣传</span>而言内容更为丰富、互动性更强的重要<span style="color: black;">原由</span>。</span></strong><span style="color: black;"><span style="color: black;">知道</span>落地页对互联网<span style="color: black;">宣传</span>的重要<span style="color: black;">功效</span>，是理解落地页存在的<span style="color: black;">道理</span></span>、避免提出“<span style="color: black;">需求</span>所有互联网<span style="color: black;">宣传</span>禁止设置落地页”规制思路的<span style="color: black;">规律</span>前提。<span style="color: black;">另外</span>，互联网技术<span style="color: black;">持续</span>发展、互联网<span style="color: black;">制品</span>的形态日新月异，落地页形态的取舍有了<span style="color: black;">更加多</span>的<span style="color: black;">选取</span>。<strong style="color: blue;"><span style="color: black;"><span style="color: black;">区别</span>落地页形态下前端<span style="color: black;">宣传</span>发布者与<span style="color: black;">宣传</span>主的法律关系<span style="color: black;">区别</span>，前端<span style="color: black;">宣传</span>发布者对落地页的<span style="color: black;">掌控</span>能力<span style="color: black;">也</span>存在差异。</span></strong>区分列明<span style="color: black;">区别</span>类型的落地页形式，是<span style="color: black;">科研</span>各方权利义务、审查责任的<span style="color: black;">规律</span>起点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（一）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落地页<span style="color: black;">加强</span>互联网<span style="color: black;">宣传</span>效果</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>，<span style="color: black;">落地页内容丰富了消费者可获取的信息。</span>在传统<span style="color: black;">宣传</span>形态下（如电视节目中的<span style="color: black;">宣传</span>片），消费者可能<span style="color: black;">认识</span>到的商品或服务的质量、用途等信息，仅限于<span style="color: black;">宣传</span>片中有限时间、有限版幅所示的内容，而在互联网<span style="color: black;">宣传</span>中，消费者可<span style="color: black;">经过</span><span style="color: black;">转</span>可承载<span style="color: black;">更加多</span>信息的落地页以<span style="color: black;">得到</span><span style="color: black;">更加多</span><span style="color: black;">相关</span>该商品或服务的拓展性知识，优化购买决策。第二，<span style="color: black;">落地页打破了“阅读<span style="color: black;">宣传</span>-<span style="color: black;">实质</span>购买”之间的时空界限，<span style="color: black;">加强</span>消费者获取<span style="color: black;">宣传</span>标的的<span style="color: black;">方便</span>性，降低了<span style="color: black;">宣传</span>主<span style="color: black;">宣传</span>转化成本。</span>消费者观看电视节目中的<span style="color: black;">宣传</span>片后，只能<span style="color: black;">经过</span><span style="color: black;">自动</span>记录<span style="color: black;">宣传</span>片中<span style="color: black;">宣传</span>主的联系方式后与<span style="color: black;">宣传</span>主联系（如到往<span style="color: black;">宣传</span>主的线下实体店）实现<span style="color: black;">最后</span>购买，而在互联网<span style="color: black;">宣传</span>中，消费者可<span style="color: black;">经过</span>“一键点击”直接<span style="color: black;">转</span><span style="color: black;">宣传</span>主预先设置的电商购买落地页中，实现即时购买，<span style="color: black;">极重</span>的降低了消费者的消费成本。第三，<strong style="color: blue;"><span style="color: black;">落地页加强了<span style="color: black;">宣传</span>主与消费者之间的粘性，扩展了<span style="color: black;">宣传</span>主的交易机会。</span></strong>消费者受电视节目中<span style="color: black;">宣传</span>片影响而产生的<span style="color: black;">实质</span>购买<span style="color: black;">行径</span>，<span style="color: black;">通常</span>而言属于“一锤子买卖”，消费者与<span style="color: black;">宣传</span>主之间形成的交易绑定较为微弱，但在互联网<span style="color: black;">宣传</span>中，消费者<span style="color: black;">实质</span>购买<span style="color: black;">行径</span><span style="color: black;">常常</span>需要<span style="color: black;">转</span>至落地页进行，从而将必然紧密了消费者与<span style="color: black;">宣传</span>主之间的<span style="color: black;">相关</span>关系——消费者或可在电商平台中<span style="color: black;">保藏</span>该店铺，或下载<span style="color: black;">宣传</span>主的app或关注<span style="color: black;">宣传</span>主的公众号，<span style="color: black;">宣传</span>主后续<span style="color: black;">经过</span>电商、app或公众号等<span style="color: black;">供给</span>其他商品或服务的信息将<span style="color: black;">更易</span>触达该消费者。<span style="color: black;">宣传</span>主与消费者之间的粘性得到<span style="color: black;">加强</span>，<span style="color: black;">宣传</span>主的再次获客成本得到降低。落地页能力是互联网<span style="color: black;">宣传</span>区别于传统<span style="color: black;">宣传</span>重要<span style="color: black;">表现</span>，是互联网<span style="color: black;">宣传</span>必不可少的功能之一。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（二）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落地页的形态多样</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">受<span style="color: black;">宣传</span>主所推广的商品或服务种类<span style="color: black;">区别</span>，落地页的形式存在<span style="color: black;">很强</span>差异。以一跳落地页为例：（1）若<span style="color: black;">宣传</span>主推广的是品牌<span style="color: black;">宣传</span>，<span style="color: black;">期盼</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>宣传扩大其品牌效应，一跳落地页<span style="color: black;">通常</span>为<span style="color: black;">宣传</span>主的<strong style="color: blue;"><span style="color: black;">官方网站</span></strong>，在官网中展示品牌价值、品牌理念等内容；（2）若<span style="color: black;">宣传</span>主推广的是<span style="color: black;">详细</span>商品，<span style="color: black;">期盼</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>宣传吸引消费者直接购买商品，一跳落地页<span style="color: black;">通常</span>为<strong style="color: blue;"><span style="color: black;">第三方电商平台的购买页面</span></strong>，如京东平台的商品详情页，消费者可直接在落地页下单购买；（3）若<span style="color: black;">宣传</span>主推广的是某app网络服务，<span style="color: black;">期盼</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>宣传吸引用户下载、<span style="color: black;">运用</span>其app，一跳落地页<span style="color: black;">通常</span>为该app<strong style="color: blue;"><span style="color: black;">在应用商店下载的页面</span></strong>，如苹果Appstore的app详情页，用户可<span style="color: black;">经过</span>应用商店下载<span style="color: black;">宣传</span>主app；（4）若<span style="color: black;">宣传</span>主推广的是某信息<span style="color: black;">媒介</span>网络服务，<span style="color: black;">期盼</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>宣传获取用户关注其网络<span style="color: black;">媒介</span>账号，一跳落地页<span style="color: black;">通常</span>为<strong style="color: blue;"><span style="color: black;">该<span style="color: black;">媒介</span>账号的关注页面</span></strong>，如<span style="color: black;">微X</span>公众账号关注页面，用户可在落地页中关注<span style="color: black;">宣传</span>主的公众号；（5）若<span style="color: black;">宣传</span>主推广的是某营销活动、促销活动，一跳落地页可能为<span style="color: black;">宣传</span>主搭建的或<span style="color: black;">宣传</span>主<span style="color: black;">拜托</span>第三方搭建的活动页面，如营销活动的H5页面，用户可在落地页中查看<span style="color: black;">更加多</span>活动规则、活动详情，并<span style="color: black;">经过</span>落地页参加该营销活动。落地页的形态种类繁多，且随着互联网<span style="color: black;">制品</span>形态的推陈出新在<span style="color: black;">连续</span>变化，上文仅列举<span style="color: black;">平常</span>的几种形态。不难看出，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">区别</span>形态的落地页的<span style="color: black;">掌控</span>主体<span style="color: black;">区别</span></span></strong>——例如<span style="color: black;">针对</span>落地页属于<span style="color: black;">宣传</span>主官网而言，<span style="color: black;">仅有</span><span style="color: black;">宣传</span>主有能力<span style="color: black;">掌控</span>落地页内容；<span style="color: black;">针对</span>落地页属于活动页面而言，在技术上该活动页面的搭建主体有能力识别、<span style="color: black;">掌控</span>页面内容，但从权利上<span style="color: black;">仅有</span><span style="color: black;">宣传</span>主有权去制定、修改页面内容——<span style="color: black;">分析落地页<span style="color: black;">区别</span>形态是判断<span style="color: black;">区别</span>主体审查责任的重要前提</span>。</p><img src="https://mmbiz.qpic.cn/mmbiz_gif/ic6glOkaT8aASQtFQxwkGlKyE4mJ3aeKBEZjrHKax0PnYnITLAHibpYzicAOBBeDaxIgiceohwiaWvOAg83ZKvcXTag/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>别<span style="color: black;">错失</span>前端<span style="color: black;">宣传</span>与落地页内容的关系</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页作为互联网<span style="color: black;">宣传</span>的重要<span style="color: black;">构成</span>部分，是互联网<span style="color: black;">宣传</span>与传统<span style="color: black;">宣传</span>最为重要的区别之一，<span style="color: black;">亦</span>正是<span style="color: black;">由于</span>互联网<span style="color: black;">宣传</span>存在落地页这一形态，互联网<span style="color: black;">宣传</span>发布者与传统<span style="color: black;">宣传</span>发布者的审查责任边界存在<span style="color: black;">必定</span>差异：<span style="color: black;"><span style="color: black;">针对</span>前端<span style="color: black;">宣传</span>而言，互联网<span style="color: black;">宣传</span>发布者的审查责任边界与传统<span style="color: black;">宣传</span>无实质性差别，但<span style="color: black;">针对</span>落地页内容，互联网<span style="color: black;">宣传</span>发布者<span style="color: black;">是不是</span>承担审查责任，<span style="color: black;">首要</span>需要<span style="color: black;">知道</span>落地页内容<span style="color: black;">是不是</span>属于<span style="color: black;">商场</span><span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（一）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落地页内容不必然属于<span style="color: black;">宣传</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">落地页内容并不必然属于<span style="color: black;">商场</span><span style="color: black;">宣传</span></span></strong>，<span style="color: black;">也</span>可能是<span style="color: black;">宣传</span>主企业信息、<span style="color: black;">宣传</span>标的的详情展示或购买页面，或是其他信息。<span style="color: black;">倘若</span>落地页内容不属于<span style="color: black;">宣传</span>内容，互联网<span style="color: black;">宣传</span>发布者的审查责任将无从谈起，而<span style="color: black;">仅有</span>当落地页内容<span style="color: black;">形成</span><span style="color: black;">商场</span><span style="color: black;">宣传</span>时，才存在<span style="color: black;">科研</span>互联网<span style="color: black;">宣传</span>发布者审查责任的<span style="color: black;">道理</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如前文所述，落地页的种类和形态繁多，<span style="color: black;">宣传</span>主利用<span style="color: black;">区别</span>形态的落地页所欲承载的内容不尽相同。例如：落地页是<span style="color: black;">宣传</span>主官网时，若<span style="color: black;">宣传</span>主在官网上并未就<span style="color: black;">详细</span>商品或服务进行宣传、推销，而仅在官网页面上呈现主体信息，如企业的注册<span style="color: black;">状况</span>、许可资质、发展历程、联系方式等，此类落地页内容不属于<span style="color: black;">商场</span><span style="color: black;">宣传</span>，官网展示此类信息的<span style="color: black;">行径</span>不属于发布<span style="color: black;">商场</span><span style="color: black;">宣传</span>的<span style="color: black;">行径</span>；再如，落地页是电商平台的商品详情页，该详情页展示的内容为商品质量规格、<span style="color: black;">成份</span>、生产者、<span style="color: black;">运用</span>期限等基本信息，此类信息属于经营者<span style="color: black;">按照</span>《消费者权益<span style="color: black;">守护</span>法》、《<span style="color: black;">制品</span>质量法》、《电子商务法》等法律、法规和规章规定必须向消费者<span style="color: black;">供给</span>的信息，而属于信息披露强制性义务范畴的内容，应不属于《<span style="color: black;">宣传</span>法》的<span style="color: black;">调节</span>范围，这一观点<span style="color: black;">亦</span>充分<span style="color: black;">表现</span>在《互联网<span style="color: black;">宣传</span>管理暂行办法》（以下简<span style="color: black;">叫作</span>《暂行办法》）第三条第二款第（四）项之中；另如，落地页为公众号关注页面，网络用户关注公众号后可接收该公众号后续发布的<span style="color: black;">媒介</span>信息，<span style="color: black;">也</span>可<span style="color: black;">查找</span>历史信息，而无论是后续信息或是历史信息，<span style="color: black;">供给</span>此类信息均属于互联网信息服务，而并非<span style="color: black;">宣传</span>发布<span style="color: black;">行径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>落地页内容属于<span style="color: black;">以上</span>非<span style="color: black;">商场</span><span style="color: black;">宣传</span>的内容，经营落地页内容的<span style="color: black;">行径</span>即不属于<span style="color: black;">宣传</span>经营<span style="color: black;">行径</span>，此时不存在<span style="color: black;">宣传</span>法律主体，<span style="color: black;">也</span>无需考究与落地页<span style="color: black;">关联</span>的前端<span style="color: black;">宣传</span>之互联网<span style="color: black;">宣传</span>发布者的审查责任。<span style="color: black;">倘若</span>落地页内容属于<span style="color: black;">商场</span><span style="color: black;">宣传</span>，前端<span style="color: black;">宣传</span>之<span style="color: black;">宣传</span>发布者<span style="color: black;">是不是</span>要承担审查责任，需进一步分析前端<span style="color: black;">宣传</span>、落地页<span style="color: black;">宣传</span>之间的关系。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（二）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">前端<span style="color: black;">宣传</span>与落地页<span style="color: black;">宣传</span>的<span style="color: black;">相关</span>性与</strong><strong style="color: blue;">独立性</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1、内容上具<span style="color: black;">相关</span>联性，后者<span style="color: black;">做为</span>但不仅<span style="color: black;">做为</span>前者内容上的延伸</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>，<span style="color: black;">落地页<span style="color: black;">宣传</span>内容应与前端<span style="color: black;">宣传</span>存在<span style="color: black;">相关</span>性。</span>设置落地页的目的在于拓展前端<span style="color: black;">宣传</span>版幅、<span style="color: black;">加强</span>前端<span style="color: black;">宣传</span>的转化率。若落地页<span style="color: black;">宣传</span>内容与前端<span style="color: black;">宣传</span>毫无<span style="color: black;">相关</span>，不仅违背了落地页设置的初衷，<span style="color: black;">同期</span>用户<span style="color: black;">转</span>至落地页后<span style="color: black;">没法</span><span style="color: black;">发掘</span>、<span style="color: black;">查找</span>任何与前端广告<span style="color: black;">关联</span>内容，该<span style="color: black;">宣传</span>主发布前端<span style="color: black;">宣传</span>的<span style="color: black;">行径</span>涉嫌因“发布商品或服务不存在的<span style="color: black;">宣传</span>”<span style="color: black;">形成</span>《<span style="color: black;">宣传</span>法》第二十八条规定的虚假宣传<span style="color: black;">行径</span>。其次，<span style="color: black;"><span style="color: black;">相关</span>的目的在于丰富前端<span style="color: black;">宣传</span>展示内容。</span>落地页赋予了互联网<span style="color: black;">宣传</span><span style="color: black;">更加多</span>的<span style="color: black;">宣传</span>信息展示空间，即使前端<span style="color: black;">宣传</span>位所承载的内容有限（如文字链<span style="color: black;">宣传</span>，<span style="color: black;">通常</span>只<span style="color: black;">准许</span>设置十几个字的<span style="color: black;">宣传</span>语），<span style="color: black;">宣传</span>主仍可<span style="color: black;">经过</span>落地页展示进一步的商品或服务信息。<span style="color: black;">通常</span>来讲，落地页<span style="color: black;">宣传</span>的内容<span style="color: black;">常常</span>是前端<span style="color: black;">宣传</span>的延伸、拓展、丰富或<span style="color: black;">弥补</span>，例如前端<span style="color: black;">宣传</span><span style="color: black;">运用</span>某运动鞋<span style="color: black;">照片</span>进行宣传，落地页<span style="color: black;">宣传</span><span style="color: black;">经过</span>系列长图说明运动鞋的功能细节（如透气性、防水性等）进一步实现推广目的。<span style="color: black;">然则</span>，落地页<span style="color: black;">宣传</span>又不仅限于<span style="color: black;">做为</span>前端<span style="color: black;">宣传</span>内容上的延伸，事实上落地页所能承载的信息量远大于前端<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>主可在落地页上进一步宣传前端<span style="color: black;">宣传</span>所示商品之余，推广其他商品或服务。例如房屋<span style="color: black;">中间商</span><span style="color: black;">宣传</span>主在前端<span style="color: black;">宣传</span>中展示某二手房信息，在用户点击并<span style="color: black;">转</span>的落地页（房屋<span style="color: black;">中间商</span>app内）中可<span style="color: black;">同期</span>展示其他房屋租售信息，而“其他房屋租售信息”与前端<span style="color: black;">宣传</span>已无<span style="color: black;">实质</span>联系，此时落地页<span style="color: black;">宣传</span>内容已超出前端<span style="color: black;">宣传</span>的范围，不仅仅<span style="color: black;">做为</span>前端<span style="color: black;">宣传</span>的延伸。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2、二者各自<span style="color: black;">做为</span>独立的<span style="color: black;">宣传</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页<span style="color: black;">宣传</span>内容与前端<span style="color: black;">宣传</span>内容上存在<span style="color: black;">必定</span>的<span style="color: black;">相关</span>性，但不<span style="color: black;">表率</span>二者同属于同一条<span style="color: black;">宣传</span>内容。从形式上相互独立、发布主体<span style="color: black;">区别</span>的<span style="color: black;">方向</span>出发，不难判断二者应各自<span style="color: black;">做为</span>独立的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">（1）形式上相互独立</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前端<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>形式受<span style="color: black;">宣传</span>展示<span style="color: black;">媒介</span>的影响分为文字链<span style="color: black;">宣传</span>、横幅<span style="color: black;">宣传</span>、弹窗<span style="color: black;">宣传</span>、搜索<span style="color: black;">宣传</span>等，落地页的形式受<span style="color: black;">宣传</span>主商品或服务的特性影响<span style="color: black;">重点</span>分为<span style="color: black;">宣传</span>主官网、电商详情页/购买页、应用市场下载页面、H5活动页面等，二者形式存在<span style="color: black;">显著</span>差异，且无必然联系。原工商总局<span style="color: black;">宣传</span>司在其出版的《〈互联网<span style="color: black;">宣传</span>管理暂行办法〉释义》（以下简<span style="color: black;">叫作</span>“《暂行办法释义》”）中说明“<span style="color: black;">转</span>、链接到的媒介上的内容，不是前端广告内容的<span style="color: black;">构成</span>部分”，二者在形式上相互独立。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">（2）发布主体<span style="color: black;">区别</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“绝大<span style="color: black;">都数</span>互联网<span style="color: black;">宣传</span>都能实现<span style="color: black;">经过</span>含有链接的<span style="color: black;">宣传</span>内容<span style="color: black;">转</span>、链接至<span style="color: black;">宣传</span>主指向的特定互联网媒介”。从互联网<span style="color: black;">宣传</span>发布实践来看，只要落地页满足互联网<span style="color: black;">宣传</span>发布平台的<span style="color: black;">关联</span>政策<span style="color: black;">需求</span>（如落地页中不存在电脑病毒等），落地页是<span style="color: black;">宣传</span>主在<span style="color: black;">宣传</span>投放后台中<span style="color: black;">自动</span>设置的，发布者对此<span style="color: black;">无</span>决定权及<span style="color: black;">掌控</span>力。《暂行办法》第十一条规定：为<span style="color: black;">宣传</span>主<span style="color: black;">或</span><span style="color: black;">宣传</span>经营者推送<span style="color: black;">或</span>展示互联网<span style="color: black;">宣传</span>，并能够核对<span style="color: black;">宣传</span>内容、决定<span style="color: black;">宣传</span>发布的自然人、法人<span style="color: black;">或</span>其他组织，是互联网<span style="color: black;">宣传</span>的发布者。<span style="color: black;">按照</span>该条文，互联网<span style="color: black;">宣传</span>发布者是具备能够核对<span style="color: black;">宣传</span>内容并对<span style="color: black;">是不是</span>发布<span style="color: black;">宣传</span>有决定能力的主体。<strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>某一主体在<span style="color: black;">全部</span>互联网<span style="color: black;">宣传</span>活动之中并不“接触”某一<span style="color: black;">宣传</span>，<span style="color: black;">或</span>对该<span style="color: black;">宣传</span>的内容<span style="color: black;">无</span>核对权利，或不具备决定该<span style="color: black;">宣传</span><span style="color: black;">是不是</span>予以发布的权利的，<span style="color: black;">不该</span>将该主体认定为互联网<span style="color: black;">宣传</span>发布者。</span></strong><span style="color: black;">针对</span><span style="color: black;">宣传</span>主<span style="color: black;">自动</span>设置、<span style="color: black;">自动</span>享有<span style="color: black;">掌控</span>力和发布内容决定权限的落地页<span style="color: black;">宣传</span>，其发布主体与前端<span style="color: black;">宣传</span><span style="color: black;">区别</span>，应界定为<span style="color: black;">宣传</span>主<span style="color: black;">自己</span>或其<span style="color: black;">拜托</span>的其他<span style="color: black;">宣传</span>发布者。正如《暂行办法释义》所述：链接式<span style="color: black;">宣传</span>中，链接到<span style="color: black;">宣传</span>主自己的网站网页<span style="color: black;">或</span>其<span style="color: black;">持有</span>合法<span style="color: black;">运用</span>权的互联网媒介上的时候，在那里再<span style="color: black;">显现</span>的<span style="color: black;">宣传</span>，<span style="color: black;">便是</span><span style="color: black;">宣传</span>主<span style="color: black;">自动</span>发布的互联网<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">(三）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">落地页衍生链接与前端<span style="color: black;">宣传</span>无实质<span style="color: black;">相关</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不可<span style="color: black;">忽略</span>的是，落地页之<span style="color: black;">因此</span>丰富了互联网<span style="color: black;">宣传</span>经营<span style="color: black;">行径</span>，不仅得益于落地页版幅够大，还<span style="color: black;">由于</span><span style="color: black;">宣传</span>主可在落地页上设置千千万万个可进一步<span style="color: black;">转</span>的链接，拓展交易机会。例如下图所示，用户点击优酷视频前端<span style="color: black;">宣传</span>后的一跳落地页是商品购买详情页，而该一跳落地页上“首页”、“量贩装”、“企业采购”、页面顶端“低至9.9元起”的横幅<span style="color: black;">宣传</span>位等链接，均可继续<span style="color: black;">转</span>到分别对应的二跳落地页，在各自二跳落地页上理论上仍存在可进一步<span style="color: black;">转</span>的链接，而这些落地页衍生链接内容已与前端<span style="color: black;">宣传</span>无实质<span style="color: black;">相关</span>。与此<span style="color: black;">同期</span>，如上文所述，<span style="color: black;"><strong style="color: blue;">落地页<span style="color: black;">宣传</span>内容的发布主体并非前端<span style="color: black;">宣传</span>发布者，落地页衍生链接中的<span style="color: black;">宣传</span>内容应与前端<span style="color: black;">宣传</span>发布者更无<span style="color: black;">相关</span>，前端<span style="color: black;">宣传</span>发布者对落地页衍生链接的内容<span style="color: black;">无</span>法定义务<span style="color: black;">也</span><span style="color: black;">无</span>权利能力进行审查。</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/EoJibH1IiblcgOYx4qEI1XH2zN1R1Gq7tnibTicpFa5iaFuaniaCmBrCMdIIl62V4kLkJibiaJ8LDJO6nOKFxmKHRBPV9A/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">未完待续···</strong></p>
大势所趋，用于讽刺一些制作目的就是为了跟风玩梗，博取眼球的作品。 论坛的成功是建立在我们诚恳、务实、高效、创新和团结合作基础上，我们要把这种精神传递下去。 谢谢、感谢、感恩、辛苦了、有你真好等。
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