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Rethinking the Regulation of Suggestive Advertising for Juvenile Protection: Focusing on the Meaning of 'Suggestive Advertising'

청소년 보호를 위한 '선정적 광고'의 규제에 대한 재고: '선정적 광고'의 의미를 중심으로

  • Received : 2017.11.15
  • Accepted : 2018.02.20
  • Published : 2018.02.28

Abstract

Recently, it has been continually researched that the advertising regulation should be tightened since suggestive advertising in Internet affect more negatively juveniles. Most of the researches seem to overlook an important fact that the objects of the researches, suggestive advertising are different from the harmful advertising to juveniles defined by the Juvenile Protection Act because they approached with ethical perspectives, not legally. It can be judged that the suggestive advertising in the past researches are not actually harmful advertising regulated by the Act, so the suggestive advertising should be properly managed for protecting juveniles, not banned. In this context, this study suggested that more proper and reasonable advertising regulations in Internet environment for protecting juveniles, with reviewing the problems of regulation system of media product harmful to juveniles, focusing on the differences between 'suggestive' and 'harmful' advertising to juveniles by the Act.

Keywords

Advertising regulation;Internet advertising;Internet advertising regulations;Juvenile protection;Suggestive advertising

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