中国影视植入式广告规制研究的中期报告.docx

中国影视植入式广告规制研究的中期报告
摘要：
植入式广告是近年来国内电视剧、电影等影视产品中广泛使用的一种广告形式。本研究基于文献资料、案例和专家访谈等方法，对中国影视植入式广告的规制现状进行了中期研究。
研究发现，当前我国影视植入式广告的规制依然存在一定的滞后性。首先是法律规制方面，目前相关法律法规缺失、不够完善，且监管主体分散、权责不明确。其次是监管实践方面，制定标准和评估机制不够完备，行业自律机制不够健全，且存在一定的监管盲区和信息不对称现象。
针对以上问题，本研究提出了一些相应的建议和措施。针对法律规制方面，建议建立专门的监管条例和标准，加强监管主体的统一管理和协作配合。针对监管实践方面，建议进一步完善行业自律机制和评估标准，加强对内容和质量的监管，引导广告合理使用，保护公众利益和广告行业健康发展。
关键词：植入式广告；规制；监管主体；自律机制；公众利益
Abstract:
Inrecentyears,implantedadvertisinghasbecomeawidelyusedadvertisingforminChineseTVdramas,moviesandotherfilmsandtelevisionproducts.Basedonliteraturereview,casestudiesandexpertinterviews,thispaperconductedamid-termstudyontheregulationofChineseimplantedadvertisinginfilmandtelevision.
ItwasfoundthatChina'scurrentregulationofimplantedadvertisinginfilmandtelevisionisstillsomewhatlaggingbehind.Firstly,intermsoflegalregulation,thecurrentrelevantlawsandregulationsareincompleteandincomplete,andtheregulatorybodiesarescatteredandtherightsandresponsibilitiesareunclear.Secondly,intermsofregulatorypractice,thestandardsandevaluationmechanismsarenotcompleteenough,theindustry'sself-regulationmechanismisnotsoundenough,andtherearesomeregulatoryblindspotsandinformationasymmetry.
Inviewoftheaboveproblems,thispaperputsforwardsomecorrespondingsuggestionsandmeasures.Intermsoflegalregulation,itissuggestedtoestablishspecializedregulatoryregulationsandstandards,strengthentheunifiedmanagementofregulatorybodiesandcollaborativecoordination.Intermsofregulatorypractice,itissuggestedtofurtherimprovetheindustry'sself-regulationmechanismandevaluationstandards,strengthenthesupervisionofcontentandquality,guidereasonableuseofadvertisements,andprotectpublicinterestsandthehealthydevelopmentoftheadvertisingindustry.
Keywords:implantadvertising;regulation;regulatorybody;self-regulatorymechanism;publicinterest