The Research On The Legal Regulation Of Product Placement

Implantable advertising is a very popular marketing method now,with strong momentum and irresistible appearance in the public view,especially in such an era of rapid technological changes in the Internet and in the new media era.These implants are filled with consumers' eyeballs in an almost "unbridled" manner,with films and TV dramas,online games,variety shows,mobile web pages and even textbooks,all of which are filled with implants.However,Since China's Advertising Law was promulgated in 1994,it has been implemented for more than 20 years,but due to the lag and limitation of the law itself,The regulations on implantable advertising do not match or even lag behind the needs of the industry.In the new Advertising Act passed in 2015,there is no provision to cover this new marketing model.Placement advertising in the blank area of legal supervision makes illegal businesses exploit legal loopholes and adopt improper means to achieve their business objectives;the absence of supervision seriously interferes with the function of social public media.Make the audience make incorrect decisions or even be deceived because of misleading,causing the imbalance of the main body status to intensify.There are huge hidden dangers behind this.On the one hand,it will seriously affect the healthy and orderly development of the advertising market.It brings a crisis of trust to consumers.On the other hand,the system of advertising laws and regulations is missing,and the implementation of the law is difficult to be supported and safeguarded.Therefore,in order to have a good environment for the development of the advertising market in our country,If the rights and interests of consumers can be protected,laws and regulations can be perfected,and then the order of the market economy can be safeguarded and the economic development promoted,the construction of the legal regulation system of implantable advertisements should be further promoted.It is particularly necessary to include product placement in the scope of advertising law in China.Based on the present situation of the development of advertising industry in our country and the present situation of law and legislation,combined with the characteristics of implantable advertising regulation in various countries and the general situation and development characteristics of advertising regulation in our country,this paper aims to explore a set of feasible implantable advertising regulation mode.According to the present situation and predicament of the legislation of implantable advertisement in our country,the advanced legislation experience of implantable advertisement in other countries is used for reference,combined with the knowledge of communication,consumer psychology,law and economics,etc.So that the regulation and supervision of implantable advertising can be brought into our legal system as soon as possible.This paper focuses on clarifying and solving the following three problems: first,under the new media era,the characteristics of the development of implantable advertising and the necessity of regulation,The second is the dilemma of the placement advertising regulation in China,the third is how to perfect the placement advertising regulation in our country,and find out a legal road suitable for the growth of the placement advertising in China.In order to solve the various problems that arise in China's implantable advertising activities,whether it is the protection of the legitimate rights and interests of consumers,the long-term development of implantable advertising,and even maintaining the order of the advertising and media industries,To promote the development of socialist market economy,have great theoretical and practical significance.