인터넷 광고의 신뢰성 증대를 위한 자율규제 방안 연구

Abstract

Internet Advertising is able to communicate between consumers and businesses, between individuals by lower cost. However, as illegal and unhealthy Internet Advertising increases, consumers continue to raise complaint and dispute. Internet Advertising has overlapping main agents of regulation, a bias of advertising media, the cost burden increases, and many types of adverse effects. The legal regulations and self-regulations of Internet Advertising can minimize these problems, and also self-regulating purification systems of it bring more credibility of advertisements. In this paper, firstly we examine characteristics and major issues of Internet Advertising, and secondly we discuss the necessity and limits of regulations of Internet Advertising. Thirdly we investigate home and foreign tendency of self-regulations in Internet Advertising. Lastly we propose a basic ways to be considered establishing guidelines to revitalize self-regulation and to improve reliability.