This interdisciplinary study presents an interesting bridge between marketing, particularly brand management, and law. It demonstrates that the placement of branded products within non-advertising television programming, as part of brand placement, can be considered significant for overcoming communication barriers in building and maintaining brand awareness and image, which are regarded as the most important intangible assets of companies. Thus, brand placement serves as a financing instrument and implies superior effects on viewers compared to traditional advertising, while existing in a constant tension between legally permissible and impermissible brand placement. The regulations of the Interstate Broadcasting Agreement align with the fundamental rights concerning the parties involved in the brand placement process. The EU-wide regulations for brand placement...