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Research Article Open Access

In Search of an Egyptian Product Placement Regulation

Abstract

This article analyses product placement regulation in different countries and regions. The investigative aim is to extrapolate from other systems’ regulations useful elements, which might benefit the Egyptian broadcast ecology given the current goals and challenges it faces. The methodology is based on official document analysis in nine countries grouped into four broad categories ranging from no existing product placement policies in a country such as India to more effective well-defined laws in countries such as the United Kingdom, Korea, and Turkey. The research highlights the drawbacks and advantages of each category concluding that the fourth and final category of regulation models has the highest potential of usefulness for future policy considerations in the Egyptian context.

Tara Al-Kadi

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