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2012 | 95 | 5 | 468 – 480

Article title



Title variants

Product placement

Languages of publication



The author presents the so-called institute: „Product placement“. Product placement can be classified as a type of advertising techniques; as the one of the marketing tools, that are used to influence the spectators in order to promote the possibilities of selling the products or services. Product placement, however, is not purely a matter of marketing, as a kind of advertising is also the subject of legal regulations. It is not long time ago, when the usage of this advertising techniques were legally questionable; in many cases, the product placement was representing an hidden advertising, which was in contrary to the rules of fair competition and consumer rights. A fundamental change has been set out by adopting of EP and Council Directive 2007/65/EC on Audiovisual Media Services. Slovak Republic acceded to its implementation in 2009 and since this time, the institute of product placement is firmly established in Slovak legal system. The subject of this article is a brief excursion into the history of product placement; the author also deals with the legal regulation of advertising and with the issues of using the product placement in the past (the legal status was effective till the implementation of Directive 2007/65/EC). The main part of the article is aimed to the closer analysis of the requirements of the Directive and national legislation, which following is fully necessary for the legal use of product placement.


  • Ústav štátu a práva SAV, Bratislava, Slovak Republic


Document Type

Publication order reference


YADDA identifier

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