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LEGISLATION AND ETHICAL SELF-REGULATION OF PRODUCT PLACEMENT

B. Chorvatova, T. Pikulik, P. Starchon

First published: 2019https://doi.org/10.5593/SWS.ISCSS.2019.5/S16.020View metrics

Abstract

Even though the beginnings of product placement are dated to the end of the 19th century, this marketing communication tool has been globally known and massively used for only a few years. One reason is that product placement has not been legally regulated in countries for a long period of time, so it is often considered as hidden advertising. Its use brings benefits especially to the sponsor / director of audiovisual artworks, and to the owners of the companies whose product or service is presented. In the US and the European Union, product placement is the subject of specific provisions, but both regulations significantly coincide. Especially in terms of product placement in movies, series, etc. and its impact on viewers and consumers. Although these provisions are very similar, their interpretation varies in practice. Stricter ethical product placement policies apply in Slovakia, but we may notice Slovak audiovisual production attempting to resemble the US production. The analysis of legislation adjustment of product placement is therefore the main cause discussed in this paper.

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Publication details

Title
LEGISLATION AND ETHICAL SELF-REGULATION OF PRODUCT PLACEMENT
Authors
B. Chorvatova, T. Pikulik, P. Starchon
Proceedings
6th SWS International Scientific Conference on Social Sciences ISCSS 2019
Publisher
STEF92 Technology
Year
2019
Pages
159-166
SWS Citekey
Chorvatova201916159166
ISSN
2682-9959
ISBN
978-619-7408-95-9
Language
en
Publication type
Proceedings Paper
Keywords
product placementproduct placement regulationproduct legislation and policyethical product placementadvertising in movies
References15

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