Product placement na tle innych przekazów handlowych. Prawna regulacja w ustawie o radiofonii i telewizji
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Date
2014
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Wydawnictwo Naukowe WNPiD UAM w Poznaniu
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Product placement’ versus other commercial messages. Legal provisions in Broadcasting Law
Abstract
In 2011, the Polish legislature amended Broadcasting Law to match the laws of the
European Union, introducing the definition of product placement, explained in the law
as the placement of a product, conducted for a fee and admissible under legally stipulated
circumstances, and the placement of a topic as an inadmissible form of promotional
activities.
In the author’s opinion, the legal provisions pertaining to product placement stipulated
in the Broadcasting Law of 2011 are worthy of approval. They clarified a legal
ambiguity in terms of the legal qualifications and restrictions on product placement on
radio and TV. The said regulations do not pertain to the printed press, computer games
and other non-periodical print publications, however
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Citation
Środkowoeuropejskie Studia Polityczne, 2014, nr 2, s. 173-192.