▲ Photo of 'Advertiser Night' at the 2019 Korea Advertisers Conference
The Korean Federation of Advertising Associations, the Korean Advertising Association and the Korea Advertising Industry Association (KSA) organized the “Innovation Regulations to Revitalize the Advertising Market in 2020” today (20th), suggesting active regulation by the Korea Communications Commission and the Ministry of Culture, Sports and Tourism.
The advertising industry has criticized the domestic advertising industry for now being regulated in a way that regulates content, including trade and format and volume.
The advertising industry has said that it has prepared 14 regulatory improvements based on the effectiveness of regulations, resolving asymmetric regulations, and contributing to the growth of the advertising industry to lay the foundation for the promotion of the advertising market and the sustainable development of the future advertising industry.
The 14 policy initiatives included improving the ban on cross-media advertising, eliminating terrestrial combined sales, improving the government advertising system, allowing terrestrial interim advertising, transitioning to comprehensive negative regulations, unifying advertising volume, easing sponsorship and sponsorship notices, and improving radio advertising Improvement of prohibited items, improvement of autonomous deliberation system by industry type, improvement of professional model restriction, enactment of basic advertising law, mandatory submission of data by global operators, and establishment of media data hub.
The three advertising groups stressed the need to eliminate the reverse discrimination of terrestrial media representatives by abolishing Article 15 of the Media Rep Act, which regulated the act of selling advertisements between different media.
The combined sales system, which allows small and medium-sized televisions to be sold at the time of terrestrial advertising sales, will be abolished over the long term, but the government has introduced a temporary sunset system, which requires financial support for small and medium broadcasting companies.
In addition, we allowed terrestrial commercials, a representative asymmetric regulation, and demanded that the total amount of advertisements, sponsorships, and sponsorship notices be unified with pay-TV.
The broadcasting advertising regulation paradigm also argued for a transition to comprehensive negative regulation to facilitate the introduction of advanced advertising technologies and new types of advertising.
In addition, he explained that it is necessary to allow the prohibition of broadcasting advertisements such as specialty medicines and formulas, and to improve the professional model restrictions that prohibit expert models for specialty drugs and foods to enhance the creativity and professionalism of advertisements.
In addition, it is necessary to enact the basic advertising law to integrate advertising-related laws scattered among ministries such as the Korea Communications Commission and the Ministry of Culture, Sports and Tourism. Suggested that a media data hub needs to be established.
Kwak Hyuk, Managing Director of Korea Advertisers Association, said, “The government should actively check regulations and create a foundation for fair competition at the time of different media growth rates and rapidly changing consumer behavior.” We look forward to strengthening our global competitiveness to create a free marketing environment for companies that meet the Fourth Industrial Revolution. ”
(Photo = Yonhap News)