Study On The Legal Regulation Of Product Placement

Product placement is a special form in the advertisement field; it can penetrate into allpropagation fields as much as possible, has significant communication effects and becomes animportant supplement to the traditional advertising form. The history of product placement isshort in China, and because of the participants pursuing business benefit and the lack ofunderstanding the importance of regulation in this field, thus lead to the absence of thecorresponding legal regulation of product placement. Product placement has its negativeeffects, and can’t be avoided. The regulation of product placement should focus on its uniqueattributes and the innovative regulation, then it can force on advertising sign, perfectadvertising business access system, pay attention to advertising content and verify themanagement specification, in order to explore a more reasonable and complete systemspecification.Except the introduction and conclusion, there are four parts in the paper.The first part is the definition of product placement in the law. Firstly, this partelaborates the existing academic point in the field, defines the meaning of product placement,and analyzes the characteristics and legal attribute of product placement. Secondly, this partalso discusses the positive and negative effects of product placement in detail, and lays atheoretical foundation for researching the next parts.The second part discusses the present situation of product placement on the legalregulation in China. Firstly, combining with the reality of product placement in China, thepaper analyzes the problem of product placement existing in the legal regulation in China.And then points out the dilemma on legislation and law enforcement in product placementlegal regulation.The third part is the comparison and reference on product placement legal regulation ofEurope and the United States. In this part, the situation of government departments andindustry self-discipline organization will be elaborated. The introduction of mature foreignapplication experience can provide useful references for building the legal regulation ofproduct placement in China. Therefore, the discussion of the enlightenment will be helpful,which the mode of regulation of product placement in the U.S. and the E.U. and othercountries and regions. The final part is the suggestions and comments. It can perfect Chinese product placementlegal regulations. Based on the discussions in the second and third parts that point out theobstacles and foreign practice on building the product placement legal regulations, this partgives advice on our country product placement. It should perfect access system, enforceadvertisement marking system, strictly control advertising content, clear and definiteregulatory body and carry out examination and supervision function.