Abstract
With appearance of audiovisual works and development of cinema production, we have got a new kind of commercial messages.«Product placement» 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 «product placement» 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 «product placement» 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 relevantlegislative norms to the legislation of Ukraine based on comparative analysis of lthe 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 «product placement», its borders of usage, necessity to inform the viewers about the presence of «product placement» 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 «product placement» to audiovisual works.
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