略论植入式广告法律地位问题的解决

On the Solution to the Legal Status of Advertising within Movies

综合考量植入式广告的本质属性、价值作用及其所涉及受众权利、公共利益和法律关系,承认植入式广告是一种合法的特殊形式的商业广告应当是恰当的选择。当然植入式广告法律地位问题的彻底解决,还需要一系列配套制度、措施的设计、执行,以解决它与现行法律法规的矛盾,来澄清乱象,规范其活动,实现其由"实质合法性"向"程序合法性"和"现实合法性"的转变。

On the basis of analysis of advertising within movies＇ nature,value,and its rights and public relations,the paper believes that the recognition of advertising within movies as a special form of legitimate commercial advertising should be the appropriate choice.To thoroughly solve advertising with movies＇ legal status,however,it needs designing and taking a series of related systems and measures to resolve its contradictions with existing laws and clarify the confusion,regulate its activities to realize to transit from ＂essential legitimacy＂ to ＂procedural legitimacy＂ and ＂real legitimacy＂.