A Research On The Legal Regulations Of The Film And Television Product Placement

The film and television product placement in China is a new form of advertising,and then it is popular with advertisers and film makers because of the“TV commereials ban”.In addition,the film and television product placement its own hidden advantages and people's aversion to traditional hard advertising cause it fashionable.Based on the above,the film and television product placement prefers by advertisers and film makers.The film and television product placement is a kind of advertising communieation activity that enterprises or businesses to sell their products or services.They integrate their products or services into the film and television media,so that it can enable the audience to imperceptibly accept the information of related products or services.The film and television product placement has the characteristics of concealment,permeability and-re-s-triction.Its emergence is the result of change of the advertising environment and its own advantages.However,the film and television product placement is currently free from legal regulation in our country.It causes excessive implantation and improper implantation of the situation,which led to the film and television product placement in an unknown legal status.It also brings supervised problems,and the trouble that legal liability can not be identified.By comparing and analyzing laws constraining of the film and television product placements,and we combine with China's basic national conditions.In the construction of the film and television product placement Law regulatory system,firstly,we should be clear legal status of the film and television product placement.Secondly,establish the film and television product placement supervised system.It should be clear the supervised subject,limit the implanted objects,protect the special groups,control the frequency of film and television product placement broadcast and establish the information disclosure system.Finally we introduce the film and television product placement agency operating mode to identify the rights and responsibilities between different related clients.Its purposes are to form a legal regulation system of the film and television product placement with the combination of macro regulation and market mechanism and safeguard the legal rights of consumers.Therefore,this system can protect the consumers' legitima-te rights,promote the film and television product placement healthy development and maintain the good operation of the market economy.