| With traditional advertising is more and more rejected and resented by audiences, commercial placement advertising is increasingly favored by advertisers and developing rapidly as a new form of advertising in our country. Commercial placement advertising is a form of advertising which integrates itself into film and TV content, therefore, the supervision of commercial placement advertising not only relates to consumer’s personal and property security, but also relates to whether Chinese advertising industry and movie industry can healthy and orderly develop or not.Commercial placement advertising has injected fresh blood into traditional advertising and has certain significance to the development of advertising industry and economic. However, under the background of fast development of our country’s commercial placement advertising, the supervision of it has been existing a series of problems, such as the legal regulations of commercial placement advertising are not perfect, the system of supervision is insufficient and the responsibility of subjects relates to commercial placement advertising is not clear, this not only damages consumers’interests, the more serious is that it effects the health development of our country’s socialist market economic order. Therefore, effective supervision of our country’s commercial placement advertising is the urgent requirement to safeguard legitimate rights and interests of consumers, it’s the need to maintain good market order, it’s the important embodiment for our country adapting to international trends and meeting the international standards.United States, European Union and Japan’s commercial placement advertising has developed ripely, researching the United States, European Union and Japan’s supervision of commercial placement advertising and concluding precious experience that our country worth learning from, then combining situation of our country’s commercial placement advertising and improving supervision measures. This is not only benefits for the orderly development of our country’s commercial placement advertising, but also contributes to the healthy development of the film industry. To perfect the supervision of commercial placement advertising, the first we should do is to improve our laws and perfect the legal system of supervision; at the same time, we also need to make the supervision subject of commercial placement advertising clear and regulate it; in addition, to improve the supervision of commercial placement advertising in our country, it’s also necessary to establish a strict supervision system of commercial placement advertising and strengthen industry self-regulation. |
