Legal Regulation Of Product Placement

As an emerging propaganda model,product placement,with its unique Concealment,quickly penetrate into the radio,television,film,network,newspapers,books and other media.China's "Advertising Law" and other laws and regulations should play a regulatory role on the product placement which have commercial advertising attributes,but because of its concealment and random operational process,led China's laws and regulations to lose control and execution on the product placement,coupled with the lack of regulatory mechanisms and the difficulties of identifying and implementing legal responsibilities,which lead product placement to dissociate from the regulatory system of laws and regulations,and even cause the serious invasion of the legitimate rights and interests of consumers,resulting in unfair competition,and damage the social and public interests.Therefore,in order to make the adverse consequences of infringement be effectively resolved,to maintain a good order and to protect the rights and interests of the relevant subject,the following suggestions are put forward according to the study of the other countries' regulation system and the actual situation of our country.First establish the guiding principle of the legal regulation of product placement;Second,choose the legislative path--product placement should be adjusted by the existing advertising legal norms and regulate it according to its type;Finally,it puts forward some suggestions on how to establish the information disclosure system,optimize the supervision system,and establish the mechanism of advertising public interest litigation.