Research On Legal Regulation Of Product Placement

In 1994,China formally promulgated the first "advertisement law",to today has been in the socialist legal system suitable for 25 years,because of the law itself is behind the development of the society,this law is no exception to have certain limitations and lack of innovative,not optimally to advertising and economic development into each other.In the advertising law newly revised and issued in 2015,there are no clear provisions and restrictions on the new marketing model of product placement,resulting in that product placement is not subject to legal supervision and management for such a long time.Therefore,in order to make the development prospect of product placement more broad and people’s legitimate rights and interests can be protected,there must be relevant laws and regulations to regulate and constrain this,in order to ensure a normal and orderly social and economic order,conducive to economic development,it is necessary to study the legal regulation of product placement.The main problem of this paper is the characteristics and necessity of the legal regulation of product placement,the problems existing in the legal regulation of product placement in our country and the ways to improve the legal regulation of product placement.This paper takes the current situation of the legal regulation of product placement as the research perspective,and takes the remaining problems in the legal regulation of four product placement as the main line.Focus on law enforcement supervision mode and foreign product placement experience,and pay attention to improve the legal regulation of product placement recommendations.Learn relevant experience,follow the domestic market’s own environment,through the in-depth exploration of sensory implant advertising marketing model in the presence of a variety of complications.This is not only the requirement for the long-term development of product placement,but also can protect the legitimate rights and interests of consumers and the stability of the market order of the media industry,which has a great theoretical and practical impact on promoting the growth of the socialist market economy.In addition to the introduction,this paper mainly includes four parts,and the following are the main contents of these four parts.First is the general theory of legal regulation of product placement.Based on the definition and development of product placement,this paper discusses the necessity and theoretical basis of legal regulation of product placement.This chapter introduces the basic theory of product placement is a preliminary understanding of product placement.Secondly,the status and problems of legal regulation of product placement.It mainly includes the current situation of legal regulation of product placement and four problems in the process of supervision.They are the unclear nature of product placement,the difficulty in defining the scope of the subject,the imperfect supervision and the lack of industry self-discipline.Thirdly,it studies the mode and experience of foreign product placement supervision.Four countries were studied: Britain,the United States,Japan and South Korea.The United Kingdom is characterized by obvious external forces and the alternation of lenient and strict policies.The United States is characterized by obvious openness.Japan pays more attention to the constraint and supervision of this mode,while South Korea is characterized by centralized leadership and unified supervision.On the basis of analyzing the current situation of legal regulation of product placement in China,this paper summarizes the beneficial experience for the development of product placement in China.Finally,a six-point proposal to promote the regulation of domestic product placement laws is presented.Determine the nature and status of product placement,and then determine the guiding principles of legal regulation of product placement.At the same time,it is necessary to clarify the legal responsibility of the related subjects of product placement,strengthen the legal supervision of product placement,establish a strict product placement access mechanism and information disclosure mechanism,and strengthen the industry self-discipline of product placement,so as to improve the specific operability of legal regulation of product placement.