论植入式广告的法律规制

发布时间：2018-01-11 06:17

本文关键词：论植入式广告的法律规制　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,媒体的快速发展使得人们对于广告的欣赏水平越来越高,同时传播媒介的增多也使得人们开始逐渐避开观看传统的硬性广告。此时,植入式广告的出现给广告主们带来了一线生机,深受广告主的宠爱,正成为广告界追捧的对象。与传统广告不同,植入式广告是指将广告产品或者服务以不明显的方式融入到媒介内容之中,从而潜移默化地进行宣传。植入式广告发展速度很快,与各种传播媒介都能很好地融合。但是由于植入式广告在我国的发展尚不成熟,其在实践中出现了不少问题,主要表现在植入式广告运作流程不规范、违反了法律规定的可识别性标准,同时植入式广告过度植入现象严重,并且存在大量违法的植入式广告,在一定程度上导致了消费者的反感,侵犯了消费者的相关权利。从本质上来说,植入式广告其实就是商业广告,符合我国《广告法》所规定的商业广告的范畴。但是我国《广告法》及相关法律都没有针对植入式广告进行规定。植入式广告基本上游离于我国法律规制之外,广告监管几乎形同虚设。植入式广告的法律地位不明,不具备完善的审查环节,在实践中也难以追究植入式广告相关主体的法律责任。与此同时,由于我国植入式广告信息披露制度的不完善,也影响到植入式广告自身的可识别性。此外,我国广告行业自律作为法律规制的有效补充,却无法充分发挥作用,不能对植入式广告进行规制,在一定程度上也影响了植入式广告的健康发展。在这样的背景下,对我国植入式广告进行法律规制势在必行。而对植入式广告进行法律规制首先在于明确把植入式广告纳入我国《广告法》的调整范围,制定《植入式广告管理办法》更好约束和规范植入式广告。同时明确植入式广告的适用范围,其中包括不得植入广告的节目类型,不得植入广告的产品和服务,明确植入的频度和数量。随后在此基础上明确植入式广告的监管主体及职责,建议由国家新闻出版广播电影电视部门对植入式广告进行监管。同时明确植入式广告监管主体的责任后果。其次,应当对植入式广告建立严格的审查模式。再次,为规范植入式广告的运作流程,一方面需要推行植入式广告代理制度,使植入式广告的法律关系更加明晰化。另一方面则确立合理完善的信息披露制度,破除广告市场信息不对称的现状,保障消费者的知情权、选择权等相关权益。与此同时应当明确植入式广告相应的法律责任。最后在完善政府监管的基础上还要加强行业自律,提升整个广告行业的自律水平。
[Abstract]:In recent years, the rapid development of the media makes people more high level of appreciation for advertising and media increase. At the same time also makes people begin to avoid watching the traditional hard advertising. At this time, there Product placement brought to give advertisers a slim chance of survival, by advertisers favor, becoming the advertising industry sought. Different from traditional advertising, advertising Product placement refers to the product or service to no obvious way into media content, thereby subtly publicity. The development speed of Product placement is very fast, with a variety of media can be well integrated. But due to Product placement in the development of our country is still not mature, the emergence of a lot of problems in practice, mainly in the Product placement operation is not standard, the standard of identification in violation of the law, at the same time Product placement over Implantation phenomenon is serious, and there are a lot of illegal Product placement, to a certain extent cause consumer resentment, violated the rights of consumers. In essence, Product placement is commercial advertising, comply with the provisions of China's "advertising law" commercial advertising category. But China's "advertising law" and the relevant laws have no regulations for Product placement. Product placement upstream from outside of China's basic legal regulation, supervision of advertising is almost non-existent. The legal status of Product placement is unknown, do not have the perfect review links, it is difficult to pursue legal responsibilities Product placement related subjects in practice. At the same time, because I Product placement information the disclosure system is not perfect, but also affect the identification of the Product placement itself. In addition, China's advertising industry self-regulation as the effective complement of legal regulation Charge, but can not fully play its role, not to regulate Product placement, to a certain extent, also affected the healthy development of Product placement. In this context, on China's legal regulation is imperative. Product placement of Product placement of legal regulation is the first clear Product placement into the adjustment range of China's "Advertising Law >, < > to make management Product placement better constraints and norms. Product placement scope and clear Product placement, including placement shall be type of program, not advertising products and services, the frequency and amount of clear implantation. Then based on the Product placement supervision subject and duties, suggestions to supervise the Product placement by the State Press and publication department of Radio Film and television. At the same time a clear regulatory body Product placement responsibility The consequences. Secondly, should establish a strict review of the mode of Product placement. Again, in order to regulate the Product placement operation process, on the one hand the need to implement the Product placement agency system, the legal relationship of the Product placement more clear. On the other hand, the establishment of information disclosure system of reasonable and perfect the present situation of information asymmetry to get rid of the advertising market, security the consumer's right to know, the right to choose other related rights. At the same time should be clear legal responsibility Product placement accordingly. Based on the perfect government supervision should strengthen self-discipline, improve the advertising industry self-regulation level.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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