各国对电视广告的监管法规.doc

此文档收集于网络，如有侵权，请联系网站删除一、亚洲各国对电视广告的时长和位置监管法规每小时广告时长广告位置香港无Advertising material should be clearly identifiable as an advertisement. Distinctions must be maintained between advertisements and programmes.广告需要可以被明确识别为广告。广告与节目之间必须有明显的区别。印度12 minutes including 2 minutes of programme promos.12分钟且包含2分钟的节目宣传。All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme such as the use of lower part of screen to carry captions, static or moving alongside the programme.广告必须与节目可区分，不能采用横幅的方式影响节目，例如在节目播出时利用下半部分屏幕展示静态或动态的广告。马来西亚10 mins per broadcast hour per channel.10分钟/小时。It must be ensured that advertisements are designed and presented in such a way that it is clear they are advertisements.必须保证广告可以被明确识别为广告。新加坡14 minutes including trailers/promotions.含节目预告不超过14分钟。Advertisements should be clearly distinguishable from programmes. Advertisements should not be made to look like programmes. 广告需要与节目清楚地区分，广告不能看起来像节目。台湾Duration of advertisements shall not exceed one sixth of the total transmission time of each program.广告时长不超过节目时长的六分之一。Advertisements should be separate from programs.广告必须与节目分离。资料来源：亚洲有线与卫星电视广播协会CASBAA结论：大多数国家都要求广告必须与节目可以区分，只要广告可以被明确识别，并不对广告位置进行限制。二、香港电视广告标准香港广播事务局是负责监管香港持牌电视台与电台广播机构的法定组织。香港广播事务局在其所颁布的电视通用业务守则广告标准的第八章“广告时间”的第1条中规定：“除非广管局另作批准，否则持牌人只能在节目开始或结束时，又或者在节目中的正常间断时间之内播放广告材料或非节目类材料。”香港广播事务局在其所颁布的电视通用业务守则广告标准的第九章“赞助节目”的第10条“节目内的产品/服务赞助”中规定：“持牌人所播放的节目可包含一种或多种产品或服务，以换取报酬或其他有值代价，但必须保存节目的完整性。”结论：香港允许在节目中的时段插入广告，但需要保证广告的插入不会影响节目的完整性。三、英国电视广告标准根据英国的电视广告准则The UK Code of Boardcasting Advertising的Section 2,对广告形式有如下的规定：Rules2.1 Advertisements must be obviously distinguishable from editorial content, especially if they use a situation, performance or style reminiscent of editorial content, to prevent the audience being confused between the two. The audience should quickly recognise the message as an advertisement.广告必须可以与节目的内容清楚地区分，特别是当广告运用在某些让人容易联想到节目内容的情景时，要避免观众对两者产生混淆。2.2 If used in an advertisement, an expression or sound effect associated with news bulletins or public service announcements (for example, “news flash”) needs special care. The audience should quickly recognise the message as an advertisement.在广告中使用的表达或声音需要特别注意，要让观众容易意识到这些信息来自于广告，而非节目。2.3 The use of a title, logo, set or music associated with a programme that is broadcast on that medium needs special care. The audience should quickly recognise the message as an advertisement.与节目共同使用的标版、LOGO、音乐需要特别注意，要让观众容易意识到这些信息来自于广告，而非节目。2.4 Television only Television advertisements, except for programme promotions,must not:只针对电视广告（节目推广除外）2.4.1 refer to themselves in a way that might lead viewers to believe they are watching a programme 不能让观众误以为在收看节目。2.4.2 feature, visually or orally, anyone who currently and regularly presents news or current affairs on television 不能让人联系起节目中负责播报新闻的人物。2.4.3 include extracts from broadcasts of parliamentary proceedings.包含有关政府的节目片段。 同时，根据The UK Code of Boardcasting Advertising的Section 31，对广告编排有如下的规定：Rules32.1 Broadcasters must exercise responsible judgement on the scheduling of advertisements and operate internal systems capable of identifying and avoiding unsuitable juxtapositions between advertising material and programmes, especially those that could distress or off