Abstract:  Due to the absence of legislation targeting new media advertising, the advertising industry based on new technology platforms like the internet and mobile phones has been loosely regulated since its emergence, thus gaining the momentum of rapid development. However, some new media advertisers lack selfdiscipline awareness, leading to the abuse of information free transmission rights, rampant spreading of fake ads, junk ads and porn ads and severe infringements on consumer rights. With the increase of netizen population and their enhanced discourse capability, their sustained supervision over new media advertising is forming an important fourth power, working together with government rules and regulations, the internal management of new media advertising releasing platforms and self discipline within the industry to push forward advertisers and ad agencies to enhance their sense of social responsibility and professional ethics, and to supervise and direct the new media advertising industry toward the regulated road of sound development.

Key words:  new media advertising, rules and regulations, self discipline within the industry, opinion supervision