![\"\"](\"https:\/\/inprojournal.org\/wp-content\/uploads\/2023\/03\/018-cover-734x1024.jpg\")
<\/figure>\n\n\n\nTheory and practice of intellectual property
\u2116 6 \/ 2019<\/p>\n\n\n\n
ISSN (Print) 2308-0361
ISSN (Online) 2519-2744<\/p>\n\n\n\n
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PDF (Ukrainian)<\/a><\/div>\n<\/div>\n\n\n\nDOI: https:\/\/doi.org\/10.33731\/62019.187729<\/a><\/p>\n\n\n\n Published \u00a0\u00a0\u00a0\u00a0\u00a02019-12-20<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n<\/div>\n\n\n\n Features of \u00abproduct placement\u00bb (in audiovisual works) legislative regulation in Ukraine. Comparative analysis with the law of France<\/strong><\/p>\n\n\n\n Yuliia Kedya<\/strong> Abstract Keywords: <\/strong>product placement, advertising, sponsorship, audiovisual work, commercial communication<\/p>\n\n\n\n References<\/strong><\/p>\n\n\n\n \u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0430 \u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u043e\u0433\u043e \u041f\u0430\u0440\u043b\u0430\u043c\u0435\u043d\u0442\u0443 \u0442\u0430 \u0420\u0430\u0434\u0438 \u0404\u0432\u0440\u043e\u043f\u0438 2007\/65\/CE. \u0417\u0430\u043a\u043e\u043d \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u00ab\u041f\u0440\u043e \u0440\u0435\u043a\u043b\u0430\u043c\u0443\u00bb, \u0434\u043e\u043a\u0443\u043c\u0435\u043d\u0442 270\/96 \u0412\u0420, \u0447\u0438\u043d\u043d\u0438\u0439, \u0440\u0435\u0434\u0430\u043a\u0446\u0456\u044f \u0432\u0456\u0434 26.07.2018, \u043f\u0456\u0434\u0441\u0442\u0430\u0432\u0430 \u2212 2484-VIII. https:\/\/arimedias.com\/placement-produit<\/a><\/p>\n\n\n\n http:\/\/lucdupont.blogspot.com\/2013\/04\/quand-le-placement-de-produit-se-fait.html<\/a><\/p>\n\n\n\n https:\/\/uk.wikipedia.org\/wiki\/\u0417\u0430\u043a\u043e\u0445\u0430\u0439\u0441\u044f_\u0432_\u043c\u0435\u043d\u0435,_\u044f\u043a\u0449\u043e_\u043d\u0430\u0432\u0430\u0436\u0438\u0448\u0441\u044f<\/a><\/p>\n\n\n\n \u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0430 \u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u043e\u0433\u043e \u041f\u0430\u0440\u043b\u0430\u043c\u0435\u043d\u0442\u0443 \u0442\u0430 \u0420\u0430\u0434\u0438 \u0404\u0421 2007\/65\/CE (\u0434\u0430\u043b\u0456 \u2014 \u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0430 2007\/65\/CE), \u0449\u043e \u0432\u043d\u043e\u0441\u0438\u0442\u044c \u0437\u043c\u0456\u043d\u0438 \u0442\u0430 \u0434\u043e\u043f\u043e\u0432\u043d\u0435\u043d\u043d\u044f \u0434\u043e \u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0438 \u0420\u0430\u0434\u0438 \u2116 89\/552\/\u0404\u0415\u0421 \u043f\u0440\u043e \u043a\u043e\u043e\u0440\u0434\u0438\u043d\u0430\u0446\u0456\u044e \u0434\u0435\u044f\u043a\u0438\u0445 \u043f\u043e\u043b\u043e\u0436\u0435\u043d\u044c, \u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0445 \u0437\u0430\u043a\u043e\u043d\u043e\u0434\u0430\u0432\u0441\u0442\u0432\u043e\u043c, \u043d\u043e\u0440\u043c\u0430\u0442\u0438\u0432\u043d\u043e-\u043f\u0440\u0430\u0432\u043e\u0432\u0438\u043c\u0438 \u0447\u0438 \u0430\u0434\u043c\u0456\u043d\u0456\u0441\u0442\u0440\u0430\u0442\u0438\u0432\u043d\u0438\u043c\u0438 \u0430\u043a\u0442\u0430\u043c\u0438 \u0432 \u0434\u0435\u0440\u0436\u0430\u0432\u0430\u0445-\u0447\u043b\u0435\u043d\u0430\u0445 \u0449\u043e\u0434\u043e \u0432\u0435\u0434\u0435\u043d\u043d\u044f \u0442\u0435\u043b\u0435\u0440\u0430\u0434\u0456\u043e\u043c\u043e\u0432\u043d\u043e\u0457 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456. \u0412\u0438\u0449\u0430 \u0430\u0443\u0434\u0456\u043e\u0432\u0456\u0437\u0443\u0430\u043b\u044c\u043d\u0430 \u0440\u0430\u0434\u0430 \u0424\u0440\u0430\u043d\u0446\u0456\u0457. \u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0430 \u0404\u0432\u0440\u043e\u043f\u0435\u0439\u0441\u044c\u043a\u043e\u0433\u043e \u041f\u0430\u0440\u043b\u0430\u043c\u0435\u043d\u0442\u0443 \u0442\u0430 \u0420\u0430\u0434\u0438 \u0404\u0432\u0440\u043e\u043f\u0438 2010\/13\/\u0404\u0421 \u0432\u0456\u0434 10 \u0431\u0435\u0440\u0435\u0437\u043d\u044f 2010 \u0440\u043e\u043a\u0443 \u043f\u0440\u043e \u0443\u0437\u0433\u043e\u0434\u0436\u0435\u043d\u043d\u044f \u043f\u0435\u0432\u043d\u0438\u0445 \u043f\u043e\u043b\u043e\u0436\u0435\u043d\u044c, \u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0445 \u0437\u0430\u043a\u043e\u043d\u0430\u043c\u0438, \u043f\u0456\u0434\u0437\u0430\u043a\u043e\u043d\u043d\u0438\u043c\u0438 \u0430\u043a\u0442\u0430\u043c\u0438 \u0442\u0430 \u0430\u0434\u043c\u0456\u043d\u0456\u0441\u0442\u0440\u0430\u0442\u0438\u0432\u043d\u0438\u043c\u0438 \u043f\u043e\u043b\u043e\u0436\u0435\u043d\u043d\u044f\u043c\u0438 \u0443 \u0434\u0435\u0440\u0436\u0430\u0432\u0430\u0445-\u0447\u043b\u0435\u043d\u0430\u0445 \u0441\u0442\u043e\u0441\u043e\u0432\u043d\u043e \u043d\u0430\u0434\u0430\u043d\u043d\u044f \u0430\u0443\u0434\u0456\u043e\u0432\u0456\u0437\u0443\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0435\u0434\u0456\u0430 \u043f\u043e\u0441\u043b\u0443\u0433 (\u0414\u0438\u0440\u0435\u043a\u0442\u0438\u0432\u0430 \u043f\u0440\u043e \u0430\u0443\u0434\u0456\u043e\u0432\u0456\u0437\u0443\u0430\u043b\u044c\u043d\u0456 \u043c\u0435\u0434\u0456\u0430 \u043f\u043e\u0441\u043b\u0443\u0433\u0438). \u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441. URL: http:\/\/www.csa.be\/documents\/502<\/a><\/p>\n\n\n\n \u0412\u0438\u0449\u0430 \u0430\u0443\u0434\u0456\u043e\u0432\u0456\u0437\u0443\u0430\u043b\u044c\u043d\u0430 \u0440\u0430\u0434\u0430 \u0424\u0440\u0430\u043d\u0446\u0456\u0457. \u0414\u0435\u043a\u0440\u0435\u0442 \u0449\u043e\u0434\u043e \u0430\u0443\u0434\u0456\u043e\u0432\u0456\u0437\u0443\u0430\u043b\u044c\u043d\u0438\u0445 \u0441\u0435\u0440\u0432\u0456\u0441\u0456\u0432 \u0432\u0456\u0434 2018 \u0440\u043e\u043a\u0443. \u041f\u0440\u043e\u0435\u043a\u0442 \u0417\u0430\u043a\u043e\u043d\u0443 \u043f\u0440\u043e \u0432\u043d\u0435\u0441\u0435\u043d\u043d\u044f \u0437\u043c\u0456\u043d \u0434\u043e \u0417\u0430\u043a\u043e\u043d\u0443 \u0423\u043a\u0440\u0430\u0457\u043d\u0438 \u00ab\u041f\u0440\u043e \u0442\u0435\u043b\u0435\u0431\u0430\u0447\u0435\u043d\u043d\u044f \u0456 \u0440\u0430\u0434\u0456\u043e\u043c\u043e\u0432\u043b\u0435\u043d\u043d\u044f\u00bb \u0437\u0430 \u2116 7397 \u0432\u0456\u0434 14.12.2017 \u0440. Theory and practice of intellectual property\u2116 6 \/ 2019 ISSN (Print) 2308-0361ISSN (Online) 2519-2744 DOI: https:\/\/doi.org\/10.33731\/62019.187729 Published \u00a0\u00a0\u00a0\u00a0\u00a02019-12-20 Features of \u00abproduct placement\u00bb (in audiovisual works) legislative regulation in Ukraine. Comparative analysis with the law of France Yuliia KedyaUkraine AbstractWith appearance of audiovisual works and development of cinema production, we have got a new kind of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-10369","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/10369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/comments?post=10369"}],"version-history":[{"count":2,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/10369\/revisions"}],"predecessor-version":[{"id":10371,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/10369\/revisions\/10371"}],"wp:attachment":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/media?parent=10369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/inprojournal.org\/wp-content\/uploads\/2025\/11\/CC-2.png\")
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Ukraine<\/p>\n\n\n\n
<\/strong>With appearance of audiovisual works and development of cinema production, we have got a new kind of commercial messages. \u00abProduct placement\u00bb is among them. Its amount of inclusion to audiovisual works and its budgets, spent for such kinds of messages, increase yearly all over the world. The author investigates the issues that arise with inclusion of \u00abproduct placement\u00bb to audiovisual works, studies the legislative base and main legal acts which regulate the usage of such kinds of messages on the territory of Ukraine. This term is not defined by the legislation of Ukraine, comparatively with the European Union’s legislation. Legal practice has shaped different approaches to incorporating \u00abproduct placement\u00bb into audiovisual works from those existing in the theory of intellectual property rights. Therefore, there is a need, for the solid analysis of Ukrainian legislation and the law of practice, as well as the legislation of EU countries, in particular France, to investigate topical issues regarding the implementation of the relevant legislative norms to the legislation of Ukraine based on comparative analysis of the legislation of France. The author highlights the necessity to improve Ukrainian legislation and make it corresponding to the legislative system of European Union. Such comparison is important for definition of \u00abproduct placement\u00bb, its borders of usage, necessity to inform the viewers about the presence of \u00abproduct placement\u00bb in audiovisual works with help of pictograms, were included to the legal acts of European Union and started to be included to the national legislation of states-members since 2007. The author emphasizes on the necessity to improve Ukrainian legislation by performing a comparative analysis of Ukrainian and French legislation. Practical importance of given results is connected with opportunity to use them in legislative activity of Ukraine corresponding to current need for new legal acts dedicated to researched problems and further improvement of Ukrainian legislative system connected with inclusion of the term \u00abproduct placement\u00bb to audiovisual works.<\/p>\n\n\n\n
https:\/\/eur-lex.europa.eu\/legal-content\/FR\/TXT\/HTML\/?uri=CELEX:32007L0065&from=FR<\/a><\/p>\n\n\n\n
https:\/\/zakon.rada.gov.ua\/laws\/show\/270\/96<\/a><\/p>\n\n\n\n
https:\/\/eur-lex.europa.eu\/legal-content\/FR\/TXT\/HTML\/?uri=CELEX:32007L0065&from=FR<\/a><\/p>\n\n\n\n
http:\/\/www.csa.be\/pages\/113<\/a><\/p>\n\n\n\n
https:\/\/cedem.org.ua\/library\/dyrektyva-yevropejskogo-parlamentu-ta-rady-yees-2010-13<\/a><\/p>\n\n\n\n
https:\/\/www.csa.fr\/Proteger\/Publicite-et-communications-commerciales\/Le-placement-de-produit<\/a><\/p>\n\n\n\n
http:\/\/www.csa.be\/documents\/2882<\/a><\/p>\n\n\n\n
http:\/\/w1.c1.rada.gov.ua\/pls\/zweb2\/webproc4_1?pf3511=63139<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"