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A Study on the Equity of Regulation in Advertising

광고에 있어 규제의 형평성에 관한 연구

  • Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2018.09.30
  • Accepted : 2018.11.20
  • Published : 2018.11.28

Abstract

This study attempts to examine the equity of regulation in advertising. After scrutinizing asymmetric regulation in advertising, this study propose measures to increase the equity of advertising regulation. This study proposed horizontal regulation and unification of regulatory agencies as direction of increasing the equity of regulation in advertising. In order to ensure the equity of advertising regulation in the new types of media that appear in various ways, horizontal regulation that decides advertising regulation policy based on the nature of contents or service is desirable. To increase the equity of regulation in advertising, it is recommended that the advertising regulatory system be operated with integrated regulatory organization.

Keywords

Equity of regulation;Advertising;Asymmetric regulation;Horizontal regulation;Unification of regulatory agencies

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