Research Into Regulation Of Film And Television Product Placement In China

Film and television product placement has emerged in recent years a novel form of advertising and is enjoying rapid development.However,film and television product placement is still in the development stage in China,meaning that a complete industrial chain has not yet been formed.Besides,there have not yet been any specific regulations in the current laws and standards.Monitoring and industrial self-discipline are also lacking in practical operations.All this has directly resulted in improper or excessive product placement,and impaired consumers' legitimate rights and interests,fair play in the market,and long-term development of film and television product placement.This paper first analyzes problems existing in China's film and television product placement,including the ambiguity of the legal position of the current film and television product placement,incompleteness of monitoring system,lack of industrial self-discipline,etc.Following that,foreign regulation experience is referred to,and the corresponding regulatory countermeasures are put forward in response to China's practical situations.First,clarify the legal position of film and television product placement,and include it into China's advertising legal regulatory system.Second,ensure subjects of film and television product placement to fulfil their duties,and clarify advertising monitoring subjects and their duties.Third,build the film and television product placement information disclosure system and identify information disclosure subjects and methods.Fourth,strengthen industrial self-discipline of film and television product placement,and improve the industrial self-discipline level through construction of the industrial self-discipline organizations.To sum up,construction of the film and television product placement legal regulation system can better maintain legitimate rights and interests of consumers,safeguard fair play in the market,and promote sound development of film and television product placement.