植入式影视广告的法律思考

The legal Thought of Production Placement

植入式影视广告在西方一些国家非常盛行,近几年开始引入中国,并有泛滥的趋势。但这种广告形式有一系列法律问题需要解决:首先,它的法律地位不合法;其次,它的法律关系不完整;再次,它的法律监管无法到位。这必然导致大众传播媒介公信力的下降,妨碍传媒宣传控制功能的实现,并最终影响到我国媒介的社会功能和性质。因此,植入式影视广告的法律前途令人堪忧。

Popular in western countries, production placement is mushrooming in China in recent years after it is introduced. But the kind of ad has a series of legal problems to be solved. Firstly, the legal status is still not approved. Secondly, the legal relation is not complete. And thirdly, the supervision and management cannot be carried out. All these will necessarily lessen the credibility of mass media, hinder communication and influence the social function and characteristic of media in our country. Therefore, the legal prospect of production placement needs to be concerned.