On The Legal Regulation Of Product Placement

As a new-born thing, The Product Placement actives faced the absence of law and regulation. So that it is used without limit by the active agents. It is not only damage the socialist market economy order, but also seriously infringe the rights and interests of consumers. Legal Regulation of Product Placement is maintaining market economic active agents’legal rights and interests, strengthen the development of socialist spiritual civilization construction, is also the basic way of the beginning of the industry, such as the advertising industry, film and television industry.This paper consists five parts. The first part is the general principles of Product Placement, of which mainly analyses the operation process and its Product Placement of each section of stakeholders, part of this is the theory of the key, Product Placement is due to the particularity of the operation process and led to many regulatory problem. The second part analyzes the rationality of the existence and the regulation of pre-emption, of Product Placement.The third part analyzes the guiding ideology of the legal regulation of Product Placement, and analyzes the regulation pattern of Product Placement of developed countries, such as the United States, Japan, the European Union, and put forward the model regulation we should choose based on study of the social economy in our country at present. The fourth part introduced the general situation of legal regulation of Product Placement in China, and analyzed the insufficient of Product Placement in China. The fifth part analyzed the measures of the legal regulation of Product Placement, which based on the issue of the Product Placement in our country and the experience of the developed countries.