CAJ | 학술논문

广告营销界的新宠---“植入式广告”近年来引发了社会大众对其伦理性的广泛质疑。对此，我国广告法目前仅有可识别性的一条规定，显然有些苍白无力。如何平衡广电产业和消费者双方的利益？借鉴欧盟和美国的最新立法经验，在当今经济全球化的时代背景下，我国目前不宜简单地全面禁止植入式广告，而应有条件地允许植入式广告的存在，这既能保护消费者的合法权益，又可以通过促进市场竞争提高我国文化产业的竞争力。
엄고영소계적신총---“식입식엄고”근년래인발료사회대음대기윤리성적엄범질의。대차，아국엄고법목전부유가식별성적일조규정，현연유사창백무력。여하평형엄전산업화소비자쌍방적이익？차감구맹화미국적최신입법경험，재당금경제전구화적시대배경하，아국목전불의간단지전면금지식입식엄고，이응유조건지윤허식입식엄고적존재，저기능보호소비자적합법권익，우가이통과촉진시장경쟁제고아국문화산업적경쟁력。
Recently , the non-filterable “embedded advertising”, which has been bestowed favor in the field of advertisement , has publicly been questioned on its ethical nature by the major communities . Thus , the nation's only advertisement convention on identifiability is far from sufficient to cope with this type of issues . How should the nation ensure the interest of both the television broadcasting industry and consumers harmoniously ?Drawing lessons from the latest legislative experience of EU countries and US , China should not prohibit embedded advertising totally in the context of economic globalization , but permit embedded advertising conditionally to balance the interests between consumers and the television broadcasting industry .