Abstract:

The viewers often change the channel when the advertising generation begins. People who are exposed to hundreds of advertisements at every moment of the day are unable to perceive the differences between the messages of the advertisements. This is why the brands are looking for new messengers to send their messages. One of the innovative advertising strategies is product placement. Product placement, a brand product or service to movies, television or radio programs, clips, video games, novels, etc. to be included. In this study, first of all, the concept of placing the product and the development of placing the product in Turkish law will be examined. The procedure and principles to be taken into consideration when the product is placed will be assessed in the light of the decisions of the Radio Television Supreme Council (RTÜK). Finally, sanctions that will be applied in violation of the procedures and principles provided for in the law and regulations will be addressed.

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