植入式广告及其监管机制

Product Replacement and Its Regulatory Mechanism

在市场经济和营销手段不断变革的背景下,植入式广告的发展对广告业具有突破性的意义。但由于植入式广告具有隐蔽性,我国目前几乎没有对其识别的标准,这让植入式广告规避了对传统广告的法律约束。这种规避不仅架空了广告的监督审查制度,对广告市场的经济秩序构成了严重威胁,还对消费者权益造成潜在的损害。面对这一危机,本文将讨论植入式广告的概念和特征,探讨如何在现有以《广告法》为核心的法律制度下,以广告经营者的主动披露制度,行政机关的分类审查制度针对其隐蔽性进行监管,并理清监管体系下广告主、广告经营者(发布者)、消费者的权利义务关系。

In the context of the change of market economy mode and marketing tools, the development of the product replacement is a breakthrough to the advertising industry. Because of the concealment of the product replacement, there is no objective standard to identify it in China, so that the product replacement escapes the legal constraints. This escape not only results in the failure of the advertisement~ supervision system to function, but also threatens the market order of advertisement. Moreover, this escape causes a potential damage to consumers. Facing this crisis, in this paper we will define the concept and characteristics of the product replacement. Besides, we will discuss the solutions to the regulation of the product replacement according to the Ad- vertisement Law. Advertising operators must reveal the legal relationship of the product replacement and administrative organiza- tions should classify the product replacement to examine them. Finally we will elucidate the rights and obligations under the regu- latory mechanism concerning the advertisers, advertising operators and consumers.