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LEGISLATION AND ETHICAL SELF-REGULATION OF PRODUCT PLACEMENT
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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