摘要： 植入式广告作为一种新颖的营销方式，近年得以快速发展。植入式广告在本质上仍然属于广告，这使得植入式广告的隐蔽性和广告规制所要求的广告可识别性之间存在冲突。如果不将植入式广告纳入到广告规制法律体系中，会对消费者权益、媒体以及现行广告规制体系等都构成极大的损害。但是，过于严厉的规制方式则会扼杀植入式广告的价值。因此，对于植入式广告的规制需要针对其隐蔽性特点而在规制方式上有所变化：一方面，根据植入式广告可能的危害程度进行区分，以类型化的方式予以规制；另一方面，通过对广告披露的方式、程度进行相应的规定，健全广告信息披露制度，从而抑制植入式广告的负面效果。

关键词: 植入式广, 可识别性, 隐蔽性, 广告法

Abstract: Product placement is increasingly developed as a novel marketing method ．However, concealed productplacement conflicts with the requirement of advertising's identifiability. Product placement, in nature, still fallsinto the scope of advertisement. If it is not regulated by advertising law system, the interests of consumers andadvertisement publishers may not be properly protected and the current advertisment law system may be damagedaccordingly. Meanwhile, the regulation of product placement shall correspond to the concealment of productplacement. Firstly, product placement shall be classified and then regulated, based on possible negative impacts．Secondly, the approach and extent of product placement shall be regulated in order to limit its negative impact.

Key words: Product Placement, Identifiability, Concealment, Advertisement Law