现行《广告法》视野下植入式广告的规范对策

Analysis on the Standardized Countermeasures of Product Placement under the Current"Advertising Law"

植入式广告在上世纪90年代进入我国,具有受众广、保密性强、容易接受、形式新颖等特点,因此被广泛应用在当代的影视剧与综艺节目中。但植入式广告在具体操作中存在诸多问题,不利于广告业与影视业的共同发展。因此,有必要对植入式广告进行规范,以促进广告传媒业的健康发展。

Product placement ads entered my country in the 1990s.It has the characteristics of wide audiences,strong confidentiality,easy acceptance,and novel forms.Therefore,it is widely used in contemporary film and television dramas and variety shows.However,product placement has many problems in the specific operation,which is not conducive to the common development of the advertising industry and the film and television industry.Therefore,it is necessary to regulate product placement to promote the healthy development of the advertising media industry.