Lokowanie produktu i jego regulacja w prawie unijnym
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Date
2015
Authors
Journal Title
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1643-8299
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2451-0858
Volume Title
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Publisher
Oficyna Wydawnicza AFM
Abstract
The purpose of this article is to attempt to investigate the issue of product placement, to
analyze and systematize this innovative legal subject, from the point of view of European
law. The aim of this study is also to present the difference between product placement and
advertising. The major objective of this research is the introduction to the European regulations,
as well as an examination of their history, in terms of both advertising and product
placement itself, likewise demonstration that all the amendments of existing directives,
regarding advertising and product placement, were directly dictated by the continuous
technological progress, causing changes in the audiovisual sector, thereupon existing
regulations had to be adapted, to provide equal rights for all European Union Members.
Description
Publikacja recenzowana / Peer-reviewed publication
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Keywords
product placement, television, advertising, Television Without Frontiers Directive, Audiovisual Media Services Directive, AVMSD
Citation
Państwo i Społeczeństwo 2015 (XV), nr 1, s. 125-138.