我国植入式广告的法律规制

The Legal Regulation of Product Placement in China

我国2015年新修订的《中华人民共和国广告法》并未对植入式广告进行明确规范,致使在立法上难以对其进行法律规制。植入式广告不具备广告法要求的"明示及可识别性",有时难以被界定为"广告";植入式广告的广告主、经营者、发布者及代言人有时难以在法律上予以准确认定。为加强对植入式广告的法律规制,进一步完善立法是必经之路。从植入式广告的规制模式来看,我国参照欧盟的"原则开放、例外限制"模式较为稳妥。具体构想包括:对植入式广告予以明确界定;建立植入式广告的信息强制披露制度;明确禁止植入广告的作品类型;严格责任追究制度。

The newly revised The Advertisement Law of PRC has no clear regulation on product placement.Product placement is not as express and identifiable as the law demands,so sometimes it is difficult to be defined as advertising.It is difficult to identify the advertisers,operators,publishers and spokesmen of product placement legally sometimes.In order to strengthen the legal regulation of product placement,it is necessary to further improve the legislation.From the regulation model of product placement,it is more secure for China refers to European Union＇s model ＂opening in principle and restriction for exceptions＂.Specific ideas include：clearly defining product placement;establishing the information compulsory disclosure system for product placement;explicitly prohibiting the type of product placement;strictly executing the accountability system.