인터넷광고의 법적 의의에 관한 일고찰

Abstract

From our constitutional setup which adopts a free democracy with basic principle, the commercial expression belongs as well to category of freedom of expression as political opinion or ideology and personal belief. Therefore the advertising, which is one form of commercial expression and propagates ideological, knowledge, information etc. in the unspecific majority, becomes the protected object of constitution guaranteeing the freedom of expression. Internet advertising is understood width most widely with Internet marketing communication activities and conceptualized as the advertisement which is delivered in internet protocol methods. On the other hand, with following hereupon mobile advertising which takes marketing advertisement through mobile media leads to be excluded from the range and conceptual characteristic of internet advertising. So it is entirely meaningful to conceptualize and designate the advertisement communicating with customers by the medium of internet as online advertizing, because mobile advertising can belong to the realm of online advertizing. Synthetically speaking, it stands to reason that internet advertising be communication form on which conceptual definition of advertising encounters the facts related to internet. As an actual condition where the internet advertising extends in many sidedness is very complicated, it is nevertheless not so simple to define the concept of internet advertising. From this angle of vision, it would be necessary to style advertising communicated by the medium internet online advertising which is a wider concept merging internet advertising with mobile advertising for the purpose of making up in protection and extension of the internet advertising users' rights and interests.