전문홈쇼핑채널 광고의 기만성에 대한 규제 개선방안 연구: 소비자평가, 피해 및 심결사례분석을 중심으로

Abstract

The purpose of this study is to point out the seriousness of the misleading effects of TV Home-Shopping Advertisement through consumer survey and consumer damage cases analysis. This study presents several improvements after examining the problems of TV Home-Shopping Advertisement regulations, through consumer surveys and the assessments analysis from the Korean Broadcasting Commission (hereinafter referred to as “KBC"). The summary of this study is as follows: First, the consumers evaluated that there were serious misleading effects, which included aggressive exaggerations, misdirected comparisons, and untruthful expressions on TV Home-Shopping Advertisement. Second, consumers believed that TV Home-Shopping Advertisement have to be regulated more than they currently are. Consumers mainly thought TV Home-Shopping Advertisement that may cause damage to consumers have to be regulated before they are broadcasted. Third, according to the results of consumer damage cases analysis, one of the main reasons was that the consumers were unable to distinguish the differences between technology-intensive products, due to misleading information. Also, the consumer damages caused by the misleading effects from expressions of advertisement happened more frequent on TV Home-Shopping Advertisement than other types of Home-Shopping. Fourth, the「Broadcasting Act and Regulations」 was amended in November, 2004. The number of disciplinary actions might go down superficially, but more powerful disciplinary actions have been given. Most reasons for disciplinary actions from the KBC were violations of Article 19. “Truth" of 「Broadcasting Act and Regulations」. Fifth, considering all of the above results, the following Articles should be added to the Act and Regulations. 1. Prohibition of the use of superlative expressions. 2. Provide the standards for matters that demand special attention and their side effects. 3. Provide the standards for rational comparison. Lastly, the new organ of consultation has to introduce the new regulation system that is currently under deliberation, and carry it out in advance to protect consumers from damage caused by the misleading effects of TV Home-Shopping Advertisement.