植入式广告的法律规制——欧盟、美国的经验与启示
发布时间：2019-03-20 15:58
【摘要】：广告营销界的新宠——"植入式广告"近年来引发了社会大众对其伦理性的广泛质疑。对此,我国广告法目前仅有可识别性的一条规定,显然有些苍白无力。如何平衡广电产业和消费者双方的利益?借鉴欧盟和美国的最新立法经验,在当今经济全球化的时代背景下,我国目前不宜简单地全面禁止植入式广告,而应有条件地允许植入式广告的存在,这既能保护消费者的合法权益,又可以通过促进市场竞争提高我国文化产业的竞争力。
[Abstract]:In recent years, the new pet _ "implantable advertisement" of the advertising marketing community has raised the widespread challenge of the public on its ethical character in recent years. In this regard, China's advertising law is only one of the rules that can be recognized at present, and it is clear that some of them are weak. How to balance the interests of both the radio and television industry and the consumers? Referring to the latest legislative experience of the European Union and the United States, under the background of economic globalization, it is not suitable for our country to completely ban the implanted advertisement in a simple way, and the existence of the implantable advertisement should be conditionally allowed, which can not only protect the legitimate rights and interests of the consumers, But also can improve the competitiveness of the cultural industry of our country by promoting the market competition.
【作者单位】： 对外经济贸易大学法学院;
【基金】：教育部人文社会科学研究一般项目“《消费者权益保护法》修改中的若干重大问题研究”(10YJA820091) 司法部国家法治与法学理论研究项目“合同法中的消费者保护问题研究”(08SFB3025) 对外经济贸易大学重点培育学科建设项目
【分类号】：D95;D971.2;D922.294
[Abstract]:In recent years, the new pet _ "implantable advertisement" of the advertising marketing community has raised the widespread challenge of the public on its ethical character in recent years. In this regard, China's advertising law is only one of the rules that can be recognized at present, and it is clear that some of them are weak. How to balance the interests of both the radio and television industry and the consumers? Referring to the latest legislative experience of the European Union and the United States, under the background of economic globalization, it is not suitable for our country to completely ban the implanted advertisement in a simple way, and the existence of the implantable advertisement should be conditionally allowed, which can not only protect the legitimate rights and interests of the consumers, But also can improve the competitiveness of the cultural industry of our country by promoting the market competition.
【作者单位】： 对外经济贸易大学法学院;
【基金】：教育部人文社会科学研究一般项目“《消费者权益保护法》修改中的若干重大问题研究”(10YJA820091) 司法部国家法治与法学理论研究项目“合同法中的消费者保护问题研究”(08SFB3025) 对外经济贸易大学重点培育学科建设项目
【分类号】：D95;D971.2;D922.294
【参考文献】
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1 李蓉;张晓s，
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