植入式广告法律监管海外经验之管窥与启示

植入式广告作为一种新兴的广告传播形式,渗透到一切可能的传播领域,产生显著的传播效用,成为传统显性广告的重要补充形式。植入式广告的泛滥或未受节制,使节目广告化的现象影响了节目质量及观众的收视权益,并侵蚀影视媒体的公信力。美国、日本的植入式广告法律监管做法和欧盟关于植入式广告监管的最新进展,为我国提供了有益的借鉴——通过修订更合时宜的管理规范并在合理有效的行政监管的基础上,进一步走向行业自治。

Glimpse of Overseas Experience in Implantable Advertising Laws and the Enlightenment

Implantable advertising as a new form of advertising dissemination,which infiltrate into all possible areas,have a significant effect,and become an important complement forms of the dominant traditional advertising.The proliferation of implantable advertising affects the program quality and audience viewing rights, and eroded the credibility of the visual media.United States and Japan's laws on the implantable advertising and the latest monitoring developments of European Union on the implantable advertisin...