Research On The Legal Regulation Of Product Placement

In recent years,as a novel marketing method,the product placement advertising has made a big splash in the advertising industry.In the broad sense The product placement advertising includes web-based advertising and video implanted ads.In the narrow sense,the implanted ads refer only to video implanted ads,which are implanted by combining the plot ads.Implanted ads have the characteristics of covertness,relevance and economy.Among them,covertness is the most important feature,which differs from traditional advertisements.With the characteristics of covertness,the product placement advertising are inserted into the film and television through the lines of implants,props implanted,episodic implantation and scene implantation.The marketing approach has achieved good economic returns,however at the same time,it also brings about some negative effects.The lack of identifiable content in the product placement advertisements may violate the legitimate rights and interests of consumers.The implanted ads which are unrelated to the story would damage the integrity of the film and television works.Because of the huge commercial interest hidden behind the implanted advertising,this will,to some extent,mislead advertisers,advertising managers and advertisers.At present,in China the main problems about the legal regulation of implantable advertising are: the lack of implantable advertisement regulation system,the unclear legal status of implantable advertisement,the lack of implantable advertisement information disclosure mechanism,the unclear responsibility of implantable advertisement,self-discipline in light industry and other issues.Faced with these issues,foreign countries have extensive legislative experience in the legal regulation of implantable advertising.Each country adopts different modes of legal regulation for implantable advertisements according to different national conditions.This article combines with the actual conditions of our country and drawing on the experience and models of advanced legislation from abroad,the legal regulation of implantable advertisement in China is suggested.First of all,we must improve the legal system of implantable advertising access,Secondly,a multiple monitoring system for embedded advertising should be built.Thirdly,the legal status of the main body of the implantable advertisement is clarified.Finally,special restrictions on implantable advertisements should be made and social supervision to safeguard the interests of the audience are strengthened.Only such a comprehensive legal regulation of our country's implanted advertising can make the implanted advertising become more profitable and avoidable,so as to really exert good social benefits,and can effectively promote the development of implantable advertising in healthy,orderly and harmonious way.