علوم خبری

علوم خبری

تحلیل نظام حقوقی تبلیغات ایران؛ مبانی فقه اسلامی، اصول حقوق داخلی و استانداردهای بین‌المللی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری مدیریت رسانه، گروه مدیریت رسانه، دانشکده علوم ارتباطات، دانشگاه علامه طباطبائی، تهران، ایران. رایانامه: ettahedou@gmail.com
2 نویسنده مسئول، استادیار، گروه روابط عمومی، دانشکده علوم ارتباطات، دانشگاه علامه طباطبائی، تهران، ایران. رایانامه: r.saberi@atu.ac.ir
10.22034/lrsi.2026.554059.1459
چکیده
هدف: این پژوهش با هدف تحلیل هنجاریانتقادی نظام تنظیم‌گری تبلیغات ایران در قالب یک چارچوب تحلیلی سه‌لایه (شامل مبانی فقه اسلامی، اصول حقوق داخلی و استانداردهای بین‌المللی) انجام شده است. هدف اصلی این مطالعه، واکاوی میزان انسجام مفهومی، شفافیت هنجاری و ظرفیت تنظیمی دو سند مبنایی کشور در صیانت از حقوق مخاطب، تقویت پیش‌بینی‌پذیری حقوقی و سنجش میزان همگرایی هنجاری آن‌ها با معیارهای نوین جهانی(نظیر پاسخ‌گویی و اصل تناسب) است.
روش پژوهش: این پژوهش با روش تحلیل محتوای کیفی و رویکرد هنجاریانتقادی انجام شده است. پیکره تحلیل شامل دو سند کلیدی «آیین‌نامه تأسیس و نظارت بر نحوه کار و فعالیت کانون‌های آگهی و تبلیغاتی (۱۳۵۸)» و «سیاست‌ها و ضوابط حاکم بر تبلیغات محیطی (۱۳۸۸)» است. داده‌ها پس از استخراج و کدگذاری، در سه سطح فقهی، حقوق داخلی و استانداردهای بین‌المللی، با تمرکز بر شناسایی هم‌سویی‌ها، تعارض‌ها و شکاف‌های تنظیمی تحلیل شدند.
یافته‌ها: یافته‌های پژوهش نشان می‌دهد که هرچند برخی مقررات تبلیغات با اصول فقهی و حقوقی هماهنگی نسبی دارند، اما در بخش قابل توجهی از آن‌ها ابهام در تعاریف، پراکندگی ساختار تنظیمی، فقدان شاخص‌های عینی، ضعف در انسجام هنجاری، نبود شاخص‌های عینی و ناکارآمدی برخی سازوکارهای نظارتی و فاصله با استانداردهای جهانی مشاهده می‌شود. همچنین مشخص شد که این نظام تنظیمی در مواجهه با واقعیت‌های پساپلتفرمی نظیر تبلیغات الگوریتمی، هدف‌گذاری داده‌محور و معماری فریبکارانه طراحی (الگوهای تاریک) با خلأ جدی تقنینی و تنظیمی روبه‌رو است. بر این اساس، مسئله اصلی نظام تنظیم‌گری تبلیغات ایران نه صرفاً فقدان مقررات، بلکه ضعف در انسجام میان مبانی هنجاری، صورت‌بندی حقوقی، سازوکارهای اجرایی و الزامات نوظهور فضای دیجیتال است.
نتیجه‌گیری: برای ارتقای کارآمدی نظام تبلیغات ایران، لازم است چارچوبی تلفیقی و سه‌سطحی مبتنی بر مبانی فقهی، حقوق داخلی و معیارهای بین‌المللی طراحی و در مقررات‌گذاری اعمال شود؛ چرا که مسئله مرکزی، نه تعارض مبانی ارزشی بلکه گسست ساختاری در ترجمان این اصول به قواعد عملیاتی است. با این حال، محدود بودن دامنه تحلیل به اسناد رسمی و عدم بررسی رویه‌های اجرایی و تفاسیر قضایی، از محدودیت‌های این پژوهش به شمار می‌رود. پژوهش حاضر با ارائه یک چارچوب تحلیلی سه‌لایه مشخص و پیشنهادهای عملیاتی، می‌کوشد مسیر اصلاح مقررات تبلیغات را در جهت شفافیت بیشتر، رعایت حقوق مخاطب و انطباق با ارزش‌های اسلامی روشن سازد.
کلیدواژه‌ها

عنوان مقاله English

An Analysis of Iran’s Advertising Legal System Islamic Jurisprudential Foundations, Principles of Domestic Law, and International Standards

نویسندگان English

Seyed Hossein Hosseini 1
Reza Saberi 2
1 PhD Candidate of Media Management, Department of Media Management, Faculty of Communication Sciences, Allameh Tabataba'i University, Tehran. Email: ettahedou@gmail.com
2 Corresponding author, Assistant Professor, Department of Public Relations, Faculty of Communication Sciences, Allameh Tabataba'i University, Tehran. Email: r.saberi@atu.ac.ir
چکیده English

Objectives: This study presents a normative–critical analysis of Iran's advertising regulatory system, employing a three-layered analytical framework comprising Islamic jurisprudential foundations, core principles of domestic law, and international advertising standards. The primary objective is to examine the conceptual coherence, normative transparency, and regulatory capacity of two foundational regulatory documents - specifically in terms of safeguarding audience rights, ensuring legal predictability, and assessing their normative alignment with - and regulatory gaps relative to - contemporary global criteria, including accountability and proportionality.
Method: The research adopts a qualitative content analysis approach with a normative - critical orientation. The analytical corpus consists of two key legal instruments: the Regulations for the Establishment and Supervision of Advertising Agencies (1979) and the Policies and Regulations Governing Environmental Advertising (2009). In the analytical process, legal texts were systematically coded and examined across three normative levels - Islamic jurisprudence, domestic law, and international standards - with particular attention to identifying areas of alignment, contradiction, and regulatory lacunae.
Findings: The findings indicate that Iran's advertising regulatory framework suffers from a form of "structural gridlock." Fundamental jurisprudential and legal concepts - such as the prohibition of Gharar (ambiguity), the La-Zarar (no-harm) principle, and the principle of proportionality - have not been sufficiently operationalized into concrete criteria. Instead, they remain embedded within ambiguous administrative rules, thereby broadening the scope for arbitrary bureaucratic interpretation. Furthermore, as the current framework remains anchored in the logic of traditional media, it exhibits a substantial regulatory gap with respect to post-platform realities, including algorithmic advertising, data-driven micro-targeting, and deceptive user interface architectures (i.e., dark patterns).
Conclusions: The results demonstrate that enhancing the efficacy of Iran's advertising system requires the development of a comprehensive three-tiered framework integrating jurisprudence, domestic law, and international standards. The central crisis lies in the structural decoupling between normative principles and operational rules, compounded by the existing framework's inability to address emerging digital advertising realities. However, the study is limited by its exclusive focus on statutory texts, to the exclusion of administrative procedures or judicial precedents. By offering a distinct three-layered conceptual framework and actionable recommendations, this study illuminates the path toward regulatory reform - promoting greater transparency, enhanced audience protection, and closer alignment with Islamic values.

کلیدواژه‌ها English

Advertising
Islamic Jurisprudence
Advertising Regulation
Iran
 
 
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انتشار آنلاین از 07 مرداد 1405