Research On The Legal Regulation Of Product Placement In China

In the 1990 s,product placement appears in the advertising field in China.With the development of Chinese market economy,product placement is gradually infiltrating into various media tools such as film and TV series,radio and television variety shows,network platform and books and newspapers at an unprecedented speed for the next 20 years.Product placement as a new form of advertising,there does not have special legal norms to make it clear in China,there is no complete industrial chain and examination and supervision system in practice.China's newly revised Advertising Law in 2018 also failed to contain any statement about product placement.Therefore,product placement in the advertising field has been separated from China's laws and regulations.Advertisers,advertising managers and publishers may use this form of advertising to evade legal liability.This has led to a proliferation of various forms of product placement and widespread dislocation of the product placement market.It both violated the legitimate rights and interests of consumers,also disturbed normal advertisement market order in China.On this background,it is very important to research the legal regulation of product placement.Product placement is a term in advertising.Therefore,if we want to research the legal regulation of product placement,we should analyze it from the three dimensions of advertising,communication,and law.Firstly,the basic problems of product placement should be analyzed from the aspects of concept,characteristics,development history,legal attributes,necessity of legal regulation and so on.Secondly,it studies the current laws and regulations on implantable advertising in China,and deeply analyzes the deficiencies in the existing laws and regulations.Thirdly,as a result of the earlier development of product placement in foreign countries,it is necessary to research and draw lessons from the pattern and characteristics of the legal regulation of product placement outside.Finally,on the basis of previous research,drawing lessons from the relevant research and governance experience outside and basing on the development of product placement in China,suggestions are put forward to perfect the legal regulation of product placement,so as to maintain the healthy and stable operation of the product placement market in China.