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The Broadcast Advertising Policy in Light of the Decision of the Constitutional Court : Focusing on Government Policy Evaluation since 2008
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헌법재판소 결정 취지에 비추어 본 방송광고정책 : 2008년 이후 정부정책 평가를 중심으로

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Type
Academic journal
Author
Lee, Seung Sun (충남대학교) Kim, Jeong Ho (연세대학교)
Journal
Institute of Social Science Journal of Social Science Vol.56 No.1 KCI Accredited Journals
Published
2017.6
Pages
237 - 273 (37page)
DOI
10.22418/JSS.2017.06.56.1.237

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The Broadcast Advertising Policy in Light of the Decision of the Constitutional Court : Focusing on Government Policy Evaluation since 2008
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Abstract· Keywords

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First, this study identifies three core principles that the Constitutional Court has adopted in deciding cases involving broadcast advertising. These three principles are the freedom and independence of broadcast programing from broadcast advertising, broadcast advertising"s contribution to public interest, and the protection of free speech in broadcast advertising. This study then analyzes and evaluates, based on them, broadcast advertising policies introduced since 2008. As a result, the government policy to expand the broadcasting advertising market did not properly reflect the principles of the Constitutional Court. Some policies, such as Bundling sales, were evaluated to reflect the principles of the Constitutional Court. However, there are many problems that should be urgently improved in actual operation process.
#방송광고 #헌법재판소 #방송광고정책 #간접광고 #방송광고총량제 #협찬고지 #Regulation of the Total Amount of Broadcast Advertising #Broadcast Advertising #Constitutional Court #Media Representatives #Bundling Sales #Product Placement #Advertising Regulation

Contents

Ⅰ. 문제제기
Ⅱ. 방송광고 규제 목적과 현황
Ⅲ. 방송광고에 대한 헌법재판소 결정의 주요 취지
Ⅳ. 2008년 이후 주요 방송광고 정책에 대한 평가
V. 결론
참고문헌
Abstract

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