NGOs “Oppose Introduction of Advertisement Regulations“

A `Symposium On Improving Broadcast Advertisement System` hosted by the Korean Broadcasting Commission (Chairman, Kim Jung-Ki) opened in Seoul, Yangchun-ku, Mok-dong broadcast center on November 28. The topic of the symposium is the introduction of the new `Broadcast Advertisement Regulation System` by the government, which allows stations to freely determine the content and length of advertisements and commercials.

The majority of participants oppose the new regulations, saying, "These stations that make billions every year are trying to put the burden of the cost for switching from paper-run operation to digital operation on the public."

The Citizen`s Coalition for Democratic Media secretary general, Choi Min-Hee stated at the symposium, "In a public opinion survey, over 70 percent of the viewing public oppose the introduction of the new advertisement regulation system. The new regulation system cannot be implemented until the stations can promise high quality programs to the viewing public."

Citizens` Alliance for Consumer Protection of Korea`s secretary general, Kim Ja-Hae stated, "If the new regulations proceed to implementation in an intensive but restricted manner, the implementation will take place very quickly. The competition over ratings is fierce right now. To allow commercials to take more space and time in will almost guarantee a drop in the quality of programs."

Professor Chung Ki-Hyon of Hanshin University argues, "In the case that the new regulations are implemented, the stations will cater to corporations and this will eat away at consumer rights. It is too early to introduce the new regulations and the directly connected advertising in the middle of programs."

The head of MBC advertisement planning, Chung Sung-Chae and head of SBS advertisement planning team, Um Kyung-Sup participated in the symposium as representatives of their respective stations and said, "The advertisement regulations which have been in effect until now have been too restrictive." They insisted that the new regulations and commercials in the middle of programs must be introduced.

Seung-Heon Lee ddr@donga.com