Legal Regulations Of The Product Placement

This essay discusses the dilemma of the product placement,which is under a lack of the relative legal regulation circumstances,since the current advertisement system cannot satisfy the new marketing pattern.Product placement has broken through the bottle neck of the traditional advertisement,and becomes an upgrade of the commercial advertisement.It is significant to the economic gain of the cultural industry and the deepening development of the whole advertisement industry.However,if it couldn't be supervised strictly,product placement would have a negative effect on the construction of social spirit and culture,as well as the economic development of our country.The following issues are analyzed in this article:the defectiveness of the current product placement supervising regulations,the obscure legal status of the subject responsibilities,the deficiency of the self-regulation and information disclosure.These issues will not only damage the interests of consumers,but also impacts the vigorous development of the advertisement industry.Furthermore,by drawing lessons from European Union,United States and Japan,which have a developed product placement industry relatively,a worth learning legal regulation system is summarized,and the corresponding countermeasures that suits our country are proposed respectively.Firstly,improve our laws and regulations of product placement,and clarify the legal relationships.Secondly,establish strict regulations of approval and archival filing,in order to strengthen the access mechanism and disclosure system of the product placement.Thirdly,improve and perfect the supervision system by strengthening prior censorship,intensifying examination,enhancing posterior review and constructing multiple supervision models.Finally,reinforce construction and development of self-Discipline organizations,which can become an effective supplement of government supervision.