植入式广告动了谁的"奶酪"?

无孔不入的广告，植入电影、植入电视剧、植入春晚……如今，连电影播映前都满是贴片广告。对于愈演愈烈的贴片广告，观众不禁大呼：是谁动了我的奶酪？是谁侵犯了我享受电影的时间？

"I can not accept that because I am here to watch the film, not the commercials."

"Although we don't want to see advertisements before the film starts, we have to do it because they are followed by the film you came to see."

"If there are advertisements before the film, audiences should be notified how long they will take so that they can choose if they want to watch them or not."

Most audiences in the cinema say too many advertisements have wasted their time. And they hope the time for ads can be shortened.

According to the Beijing Consumers Association, paying for the ticket, consumers are considered to have established a contract with cinema. Therefore, the time of the film specified on the ticket should be the time for cinema to provide their promised product and service. Lang Danke from the Association explains:

"Cinema operators do not notice customers beforehand about the duration of advertisements, so the customers' right to know is violated. Even if customers are noticed in advance, their right to choose is violated, because they are forced to watch the advertisements in the limited space of cinema."

In China, advertisement publishers are required to have some qualifications. However, some cinemas don't have them and thus are in violation of the Advertising Law of China. Lang Danke says:

"We have suggested local officials investigate the violation of consumer rights in some cinemas, and punish those disqualified cinemas who publish advertisements."

Cinema advertisements are not something new: it appeared for the first time in the 1990s. In July of this year, two audiences in Shenzhen filed a lawsuit against a cinema, in which they watched more than 20 minutes of advertisements before the film really started. They asked one yuan from cinema as mental anguish compensation. However, the cinema argued that the ads were included in the copy of the film; they couldn't delete the ads from the film.

Actually, there are some regulations in the country saying advertisement should not take the time for film projected.

However, these regulations are considered mere guidelines released by the State Administration of Radio Film and Television and the State Administration for Industry & Commerce, without any legal force.

For CRI, I am Zhang Wan.