论植入式广告法律监管制度的构建——以美国法和欧盟法作为比较研究对象

摘要

植入式广告不具备传统广告的识别特征,不能直接纳入广告法的法律监管体系。从美国与欧盟有关植入式广告的立法进程来看,对植入式广告作出清晰界定是必要的,将植入式广告纳入传统广告法的法律监管体系也存在实现的可能性。参照美国和欧盟的立法经验,应当在促进产业链完善的基础上初步建构相关法律规范,承认植入式广告的法律地位,维护公共利益与商业利益的平衡。%Product placement cannot be brought into the supervision of Advertising Law directly lacking the identity of traditional advertisement.From legislative progressions relative in America and the EU,it is necessary to clarify the connotation of Product Placement.Referring to the practical experience of the USA and the EU legislation,it asks for constructing fundamental regulations on the basis of improving the industrial chain and the acknowledgement of the legal status of Product Placement,so that the benefits between public interest and commercial interest could be balanced.