A Study On Legal Regulation Of Product Placement

Product placement,as a new form of advertising,has been the favor of all types of businesses,its tentacles have been extended to the film,television,network,books and other types of carriers.Product placement has been developed rapidly with the advantage of new media development and high rate of return.However,the product placement has not been effectively supervised in our country.Many problems have appeared in practice.Many foreign countries have formed its own unique system in the advertising legal regulation.Through the study of the legal regulation of product placement,it will promote the perfection of the regulation and regulation of product placement,protect the legitimate rights and interests of consumers and promote the healthy development of advertising industry.Product placement in practice is increasingly widespread,laws and regulations and self-regulatory system of product placement is constantly established and improved.Many countries through the law to regulate the operation of product placement,and our country in this regard is still blank.This will be detrimental to the product placement to play its advantages on the basis of the continued development,and its more detrimental to the protection of the legitimate rights and interests of consumers.In order to fill a vacancy in our law of in the legal regulation of product placement,this article start from the concept of product placement,analyzes the necessity and feasibility of the legal regulation of product placement in China.The main system and measures about the legal regulation of the advertisement are put forward,and some suggestions are put forward for the legal regulation of the product placement in our country.In the first chapter,the article mainly introduces the concept,characteristics,classification and negative effects of product placement.The second chapter focuses on the reality and problems in legal regulation of product placement in China.The legal regulation of product placement's current situation shows some questions.There are four problems: the lack of supervised basis,unclear the supervised subject,the lack of information disclosure and overlook industry self-discipline.In the third chapter,the article discusses the current situation of the legal regulation of the foreign advertisement,for example,mainly discuss the United States,the European Union,Japan and South Korea,to analyze and discuss the main common system of the product placement regulation.The fourth chapter discusses the legal regulation of product placement in China.Mainly discuss the formulation of " product placement management approach",regulatory principles,regulatory models and specific regulatory system.