【摘要】：廣告營銷界的新寵——"植入式廣告"近年來引發(fā)了社會(huì)大眾對(duì)其倫理性的廣泛質(zhì)疑。對(duì)此,我國廣告法目前僅有可識(shí)別性的一條規(guī)定,顯然有些蒼白無力。如何平衡廣電產(chǎn)業(yè)和消費(fèi)者雙方的利益?借鑒歐盟和美國的最新立法經(jīng)驗(yàn),在當(dāng)今經(jīng)濟(jì)全球化的時(shí)代背景下,我國目前不宜簡單地全面禁止植入式廣告,而應(yīng)有條件地允許植入式廣告的存在,這既能保護(hù)消費(fèi)者的合法權(quán)益,又可以通過促進(jìn)市場競爭提高我國文化產(chǎn)業(yè)的競爭力。
[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.
【作者單位】： 對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)法學(xué)院;
【基金】：教育部人文社會(huì)科學(xué)研究一般項(xiàng)目“《消費(fèi)者權(quán)益保護(hù)法》修改中的若干重大問題研究”(10YJA820091) 司法部國家法治與法學(xué)理論研究項(xiàng)目“合同法中的消費(fèi)者保護(hù)問題研究”(08SFB3025) 對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)重點(diǎn)培育學(xué)科建設(shè)項(xiàng)目
【分類號(hào)】：D95;D971.2;D922.294

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李蓉;張曉s，

本文編號(hào)：2444367