植入式广告的法律规制——欧盟、美国的经验与启示  

The Legal Regulation of Embedded Advertising——An Experience and Implications from EU and US

作　　者：李卫刚[1] 牛进原[1] 

机构地区：[1]对外经济贸易大学法学院,北京100029

出　　处：《西北师大学报（社会科学版）》2013年第6期114-120,共7页Journal of Northwest Normal University(Social Sciences)

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

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。Recently, the non-filterable ＂embedded advertising＂, which has been bestowed favor in the field of advertisement, has publicly been questioned on its ethical nature by the major communities. Thus, the nation＇s only advertisement convention on identifiability is far from sufficient to cope with this type of issues. How should the nation ensure the interest of both the television broadcasting industry and consumers harmoniously？ Drawing lessons from the latest legislative experience of EU countries and US, China should not prohibit embedded advertising totally in the context of economic globalization, but permit embedded advertising eonditionally to balance the interests between consumers and the television broadcasting industry.

关 键 词：商品置入 植入式广告 视听媒体服务指令 广告法 

分 类 号：D912.8[政治法律—军事法学] D912.294[政治法律—法学]