摘要
影视剧中植入式广告(下文简称"植入式广告")已经成为广告业最具活力的新宠儿,但我国法律制度对其监管不足。游离在法制规范之外的植入式广告如不加以规范,势必会引起行业的混乱。本文以我国现行广告的相关法律规范为基础,分析我国影视剧中植入式广告现存的主要法律问题,并结合发达国家经验,提出相应立法修改建议。
The product placement in films and TV （hereinafter referred to as ＂product place- ment＂） has become the most dynamic new favorite in the advertising industry. But our country lacks relevant regulations of supervision. If there are no legal norms, product placement will be out of control. According to the current advertisement law, this paper analyses the existing legal problems of product placement. By studying the experiences from foreign countries, this paper provides some legislation suggestions for the amendment of the laws and regulations.
出处
《北方工业大学学报》
2012年第4期34-39,共6页
Journal of North China University of Technology
基金
北京市教育委员会人文社会科学研究计划重点项目(SZ201110009005)
关键词
植入式广告
法律监管
审查标准
product placement
legal supervision
standards of review
