• KDI Journal of Economic Policy
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• v.12 no.3
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• pp.95-123
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• 1990

Advertising, while providing a linkage between sales and consumption, helps promote rational consumption patterns by expanding the scope of information for consumers facing an ever-increasing array of consumption decisions. In so doing, advertising promotes competition among suppliers and sellers, thereby improving market transparency. Intrinsically, advertising can influence the instantaneous decisions made by consumers, and because of this peculiar feature of advertising, ensuring fair advertising practices is a policy issue of great importance. Concurrently, discerning whether the amount of advertising, which is determined by the profit motive of advertisers, is socially appropriate or whether this amount constitutes a waste of scarce resources is a necessary and indispensable consideration in establishing a public policy to respond to the mounting deluge of advertising. Although the Fair Trade Act and numerous other related laws are being enforced with regard to advertising, it may be difficult to say that a unified, practicable and logical basis for regulating the variegated and complex forms of advertising has been established. This paper examines the various theoretical arguments on the welfare effects of advertising as a rationale to justify regulation from the viewpoint of economics. In this manner, this paper helps define the essential nature of advertising and seeks to present a rational approach toward the regulation of advertising.

• Journal of the Korea Society of Computer and Information
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• v.22 no.4
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• pp.123-130
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• 2017

This study investigates the variables associated with the conspicuous consumption patterns of children consumers. The empirical analysis was done on materialism, recognition of advertising, self-regulation ability, and impulsive consumption. The results were as follows. First of all, children consumers tend to a little higher self-directed conspicuous consumption than others-oriented conspicuous consumption. Second, as a result of analyzing conspicuous consumption according to social demographic characteristics, a high tendency of conspicuous consumption was shown in groups that think their household economic status is upper middle class. Third, the variables affecting conspicuous consumption patterns of children consumers were materialism, recognition of advertising, and impulsive consumption. Materialism, recognition of advertising, and impulsive consumption had a positive effect.

• Journal of the Korean Home Economics Association
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• v.43 no.1 s.203
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• pp.203-223
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• 2005

TV advertising(TV ad.) to children consumers is a useful method for both business and consumer socialization of children. The object of this study was to see if children could put TV ad. to practical use as a tool for purchasing information and as a learning method. For these purposes, the contents of TV ad. to children consumers were analyzed and their influence on children researched. Based on the findings of this study, it is suggested that TV ad. toward children consumers should be regulated and regulatory guidelines for children's ad. developed to create a better environment for children consumers.

• The Korean Society of Law and Medicine
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• v.17 no.2
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• pp.177-219
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• 2016

A commercial advertisement is not only a way of competition but also a medium of communication. Thus, it is under the constitutional protection of the freedom of business (article 15 of the Constitution) as well as the freedom of press [article 21 (1) of the Constitution]. In terms of the freedom of business or competition, it should be noted that an unfair advertising (false or misleading advertisement) can be regulated as an unfair competition, while any restraint on advertising other than unfair one might be doubted as an unjustifiable restraint of trade. In terms of the freedom of press or communication, it is important that article 21 (2) of the Constitution forbids any kind of (prior) censorship, and the Constitutional Court applies this restriction even to commercial advertising. In this article, the applicability of these schemes to advertising of the so-called learned professions, especially physician, are to be examined, and some proposals for the reformation of the current regulatory regime are to be made. Main arguments of this article can be summarized as follows: First, the current regime which requires advance review of physician advertising as prescribed in article 56 (2) no. 9 of Medical Act should be reformed. It does not mean that the current interpretation of article 21 of the Constitution is agreeable. Though a commercial advertising is a way of communication and can be protected by article 21 (1) of the Constitution, it should not be under the prohibition of censorship prescribed by article 21 (2) of the Constitution. The Constitutional Court adopts the opposite view, however. It is doubtful that physician advertising needs some prior restraint, also. Of course, there exists severe informational asymmetry between physicians and patients and medical treatment might harm the life and health of patients irrevocably, so that medical treatment can be discerned from other services. It is civil and criminal liability for medical malpractice and duty to inform and not regulation on physician advertising, to address these differences or problems. Advance review should be abandoned and repelled, or substituted by more unproblematic way of regulation such as an accreditation of reviewed advertising or a self-regulation preformed by physician association independently from the Ministry of Health and Welfare or any other governmental agencies. Second, the substantive criteria for unfair physician advertising also should correspond that of unfair advertising in general. Some might argue that a learned profession, especially medical practice, is totally different from other businesses. It is performed under the professional ethics and should not persue commercial interest; medical practice in Korea is governed by the National Health Insurance system, the stability of which might be endangered when commercial competition in medical practice be allowed. Medical Act as well as the condition of medical practice market do not exclude competition between physicians. The fact is quite the opposite. Physicians are competing even though under the professional ethics and obligations and all the restrictions provided by the National Health Insurance system. In this situation, regulation on physician advertising might constitute unjustifiable restraint of competition, especially a kind of entry barrier for 'new physicians.'

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.2
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• pp.672-677
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• 2014

The purpose of this study is to analyze the advertising regulations for juvenile protection, find their problems and suggest the alternatives for their improvements. All media products harmful to juveniles including advertising are regulated by the Juvenile Protection Act. The regulations related with advertising for juvenile protection of the Special Act on Safety Control of Children's Dietary Life, the Broadcasting Advertising Review Regulations and the National Health Improvement Act were analyzed. The results were: 1)the weaknesses of the implementation of the regulations with lack a little consistency and a lack of objectivity; 2)the necessity of the newly established articles with the times; and 3) the urgency of the establishment of alcohol advertising regulations. In conclusion, it has been suggested that the integrated advertising regulations or guidelines by the unitary review board should be implemented.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.135-148
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• 2023

The Code of Ethics for Newspaper Advertising in Korea, first implemented in 1976 and subsequently revised in 1976, 1996, and 2021, is a critical regulatory instrument for the country's advertising sector. However, the specialized domain of "advertising ethics," particularly the "code of advertising ethics," remains under-explored. This research addresses this scholarly gap, providing an empirical analysis of the 2021 amendment's revision trajectory. This study employs a robust methodological approach, integrating expert interviews and small-group AHP-based surveys. This approach allows for a comprehensive understanding of the revision needs, referencing existing ethical codes studies, and comparing similar ethics codes nationally and internationally. The research further investigates key challenges such as personal data protection and copyright issues in the rapidly evolving digital media landscape, while preserving the existing code's inherent value. The findings are expected to significantly contribute to the emerging field of advertising ethics in Korea, offering practical implications for future code revisions.

• Journal of the Korea Society of Computer and Information
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• v.21 no.6
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• pp.97-106
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• 2016

This study tries to seek the is the realistic improvements and legislative measures about current medical advertising which was in the Court on 12 May 2015 by presenting and discussion the understanding, problems and its alternative direction of pre-deliberation on the existing law which is the decision on the constitutionality of health care advertising regulated health care advertising General commercial advertising has the right which have to be protected as the terms of the protection of know and freedom of expression and advertiser's there are sure to be in a value to be protected. Medical advertising is also a person in addition to the absolute value that includes both Due to the particularity of medical advertising in terms of life and the right to health Until now, this has been the target of strong regulations are changing the policy of gradual deregulation in our country, including the country. Medical advertising on the current medical law had been to be checked by pre-deliberation of the executive power. However, due to unconstitutional, in the circumstances which a false hype is flooding and increasing, it has been realized that the fair competition of medical community, life and health rights of the people are threatened by in reverse. In this regard, the abolition of the pre-deliberation system of medical advertising can be welcomed by abolition of the old system which is the legal and institutional censorship. Since its abolition, the alternative policy direction is insufficient also it is not clear. Therefore we need to study this. Therefore, in this paper, we try to find general theoretical background and problem of pre-deliberation system of medical advertising. Also, as trying to find feasibility or ambiguity of regulation and issues about medical advertising on medical law, we argued the provision of special measures of the medical advertising for introduction of integrated medical advertising deliberation committee which can ensure the independence and autonomy, strengthening of the monitoring on the internet advertising, legal resolving through amendments, strengthening of penalties, and establish special measures of medical advertising for the medical privatization and demand for the foreign medical tourist, etc. Empirical study about practical regulatory measures of medical advertising which converged the various opinions of consumer groups, government and academia, and medical community, and we expect hope to see the more realistic alternative provision.

• Human Ecology Research
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• v.54 no.1
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• pp.27-43
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• 2016

This study initiates from the question of whether current advertising regulations are appropriate to be applied to the market. It confirms the relationship between misleading online advertisements of weight-loss food and consumer damages. This study argues that it is necessary to enforce monitoring and regulating (strengthening monitoring) for situations where misleading advertisements are exposed in the market with subsequent consumer damages. However, deregulation is needed for advertisements exposed in the name of misleading advertisements but with no consumer damages. In conclusion, the regulations of current weight loss foods are properly established $vis-{\grave{a}}-vis$ the market situation. However, misleading advertisements are prevalent for all regulated types: Type I (product quality and effect), Type II (endorsement and warranty), Type III (ways to use and safety), Type IV (comparison and superiority), and Type V (company information). Promotion targeting businesses, market monitoring and control are necessary to ensure that advertising regulations (which have existed only as an institution) can be appropriately applied. It is also confirmed that 'comparison advertising' (applicable to Type IV where consumer damages were not shown compared to other regulations) does not have an actual effect as a consumer protection regulation that should be considered in regulation revisions. Consumers also did not recognize Type III and V in the purchasing stage while consumer damages were demonstrated; consequently, this implies that consumers need to check and become attentive to these types.

• Korean Journal of Health Education and Promotion
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• v.29 no.2
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• pp.47-58
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• 2012

Objectives: The purpose of this study is to analyze contents of beer advertisements in Korea. Research has suggested the influence of alcohol advertisements on viewer's drinking behavior, attitude, and expectancies. Korea's policy on alcohol advertising relies on limited government regulation and self regulation among alcohol industries. This study is expected to lay a foundation for further discussion on regulating alcohol advertising in Korea. Methods: A total of 81 beer advertisements broadcasted between 2008 and 2011 were analyzed. The contents were categorized into themes (22 themes were used), models, and presentation techniques. Results: The themes most frequently appeared in beer advertisements were quality (66.7%), relaxation (44%), camaraderie (41%), and individuality (39.5%), respectively. Analysis of models revealed that most advertisements had more than three models (64.2%), and most of them were in their 20s (68%). As much as 82% of advertisements used celebrity models. Analysis on presentation techniques showed that 91.4% displayed drinking scenes, and 27% displayed gulping down the whole bottle or the glass. Finally, about 10% of ads showed drinking in hazardous situations such as during water sports. Conclusion: The results of the study reflect the minimal regulation of alcohol advertising in Korea. The need for joint effort by legislators, researchers, alcohol industries, and advertising agencies is discussed in order to establish healthier drinking environment.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.455-462
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• 2022

This study attempted to examine the problems of the expression and format of native advertisements appearing on various platforms and to prepare a plan to regulate them. To this end, in-depth interviews were conducted to those in charge of advertising practice and examined. First, as a problem with the expression and format of native advertisements, it was considered that the congestion and deception of indiscriminate native advertisements appearing on various platforms could bring negative perceptions to consumers. For the second user's interaction, it was considered that customized advertising expressions through targeting by platform should be produced. Third, regarding the regulation of native advertisements, it was suggested that regulatory measures for consumer protection should be prepared and that market autonomy should be left to it. A strategic operation plan for native advertising according to various platforms should be prepared.