Lokowanie produktu i jego regulacja w prawie unijnym.

• Authors: Ignatowicz Maja

Title variants

EN

Product placement in the EU regulations.

• Languages of publication: PL

Abstracts

EN

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.

Keywords

EN

product placement; television; advertising; Television Without Frontiers Directive; Audiovisual Media Services Directive; AVMSD

• Publisher: Krakowska Akademia im. Andrzeja Frycza Modrzewskiego
• Journal: Państwo i Społeczeństwo
• Year: 2015
• Issue: 1
• Pages: 125-138

Contributors

author

Ignatowicz Maja

• Krakowska Akademia im. Andrzeja Frycza Modrzewskiego