植入广告的法律透视

On Product Placement from the Legal Perspective

植入广告饱受诟病,却鲜有法律层面的回应。广告表现手法的变换不是植入广告游离于《广告法》之外的理由。植入广告属商业广告,理应受《广告法》的规制。目前,植入广告涉嫌违反《广告法》《消费者权益保护法》《反不正当竞争法》。有关部门应就植入广告出台专项规定,从植入广告的内容、形式、数量、时长、运作以及违法制裁等方面加以规制,整肃植入广告存在的乱象。

Product placement is often criticized,but rarely gets research from the law aspect.The transform of advertisement expression technique is not the reason that it can evade the restraint of Advertising Law because product placement is a commercial advertisement.Product placement is suspected of violating Advertising Law,Consumer Protection Law,Anti-Unfair Competition Law.The relevant government departments should issue some special provisions for product placement in content,form,quantity,duration,operation and legal sanctions so as to put this kind of advertisement in order.