Disclosing product placement in audiovisual media services: A practical and scientific perspective on the implementation of disclosures across the European Union

Autor(en)
Ines Katrin Spielvogel, Brigitte Naderer, Jörg Matthes
Abstrakt

According to the law of the European Union (EU), broadcasters are obligated to inform consumers about the presence of product placements (PP) through disclosures. To ascertain whether disclosures are able to improve consumers' understanding of persuasive intent, researchers have examined the impact of multiple disclosure presentations. This can be attributed to the fact that all EU Member States currently apply a variety of different disclosures. No study so far, however, has assessed how PP disclosures are implemented across the EU and whether PP disclosures investigated in advertising research relate to disclosures used in practice. In the present study, we thus conducted both a systematic assessment of practical disclosures of leading EU broadcasters and a comparison of the current practical disclosure presentations with the empirically tested versions. Results revealed that especially brand-unspecific and repetitive disclosures are under-investigated forms of disclosures although commonly used in practice. Implications for both science and policy, and future research are discussed.

Organisation(en)
Institut für Publizistik- und Kommunikationswissenschaft
Externe Organisation(en)
Ludwig-Maximilians-Universität München
Journal
International Journal of Advertising
Band
40
Seiten
5-25
Anzahl der Seiten
21
ISSN
0265-0487
DOI
https://doi.org/10.1080/02650487.2020.1781478
Publikationsdatum
06-2020
Peer-reviewed
Ja
ÖFOS 2012
508007 Kommunikationswissenschaft, 508014 Publizistik
Schlagwörter
ASJC Scopus Sachgebiete
Communication, Marketing
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/disclosing-product-placement-in-audiovisual-media-services-a-practical-and-scientific-perspective-on-the-implementation-of-disclosures-across-the-european-union(03258d5e-d6c0-4fd3-89a6-448f0bfef2e9).html