Abstract

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.

抽象的

根据欧盟（EU）的法律，广播公司有义务通过披露告知消费者产品展示位置（PP）的存在。为了确定披露是否能够增进消费者对说服力的理解，研究人员研究了多次披露陈述的影响。这可以归因于这样一个事实，即所有欧盟成员国目前都在采用各种不同的披露方式。但是，到目前为止，尚无研究评估整个欧盟如何实施PP披露，以及广告研究中调查的PP披露是否与实际使用的披露有关。在目前的研究中，因此，我们既对领先的欧盟广播公司的实际披露进行了系统评估，又对当前的实际披露表述与经过实证检验的版本进行了比较。结果显示，尽管通常在实践中使用，但对品牌无特定性和重复性的披露尤其是披露不足的调查形式。讨论了对科学和政策的影响以及未来的研究。