Regulation For The Placement Laws

Product placement has been a new type of advertising marketing in resent years with a rapid development, as the rapid rise new forces of the advertising industry, it is widely used in movies, TV shows, TV programs, and many other fields. The one hand, it’s a useful supplement to traditional advertising industry and a increasingly favored propaganda by advertisers due to the placement has a advantage,which traditional advertising does not have. On the other hand, due to product placement in China started late and it is still in the development stage, the relevant legal norms lag. Status without legal basis result problematic, unreasonable, widespread unlawful placement is against the interests of consumers. Facing all the chaos of the product placement, advertising regulatory authorities have not taken on the placement of any regulatory measures because of legal deficiency. Placement neither accepted prior censorship, nor ex-post oversight mechanism. In general, the placement is still separated from the existing laws and regulations.In essence, product placement is commercial advertising, which should be included in the scope of advertising law. But in fact it’s difficult for the traditional advertising regulatory means to be effectively implemented on the product placement. The problems caused by the development of product placement must damage advertising related subjects especially the rights and interests of consumers and social public interests and the current advertisement law regulation system. In order to guide the development of product placement, it is necessary to bring it into the current advertisement law regulation system and take reasonable measures to carry out effective supervision.Literature analysis, comparison and law economies have been widely carried out for demonstration in the main body of the paper. First this paper expounds and analyses current development of product placement, discussing the legal thinking. The current situation of the related laws and regulations can not effectively regulate the product placement are analyzed. Then the article use the law of economics and the basic theory of law analysis of the legal regulation of product placement.Under the background of space to be compressed in traditional advertising broadcast as well as the product placement of explosive growth, regulation of the product placement is an inevitable trend. Unrecognized advertising information makes consumers in the weak position because of asymmetric information. The unreasonable and unlawful phenomenon of product placement damage consumers’ rights and interests and social public interests, which make it necessary to regulate the product placement. Suggestions on the legislation of product placement are proposed at last. China’s regulations on product placement must be established on the basis of legislation and in a government-led legal regulation mode. This paper makes the concrete system design and explore in the view of first regulation and after regulation respectively.