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A Study on the Self-Regulation Model of the Advertisement Through Internet

  • Public Land Law Review
  • Abbr : KPLLR
  • 2009, 43(3), pp.685-704
  • Publisher : Korean Public Land Law Association
  • Research Area : Social Science > Law

JI, SEONG WOO 1

1성균관대학교

Accredited

ABSTRACT

The purpose of this study is to probe the premises and limits of self-regulation for advertisement through internet. Advertising plays an essential part in all market economies. It is an important element in maintaining or increasing market share and vital to the introduction of a new product or the improvement of an existing one. The advertising industry draws up a code of standards and practice, which it formally agrees to support, financially, morally and practically. Bad advertising, even though it may account for only a small percentage of the whole, will gradually undermine consumer confidence and all advertising will suffer. So it is in the interests of the advertising industry to ensure that advertising is properly regulated. There are some differences between legal regulation and self-regulation on the Internet Legal regulation and self-regulation have the strong and weak points respectively. Then it sets up a body to apply the code and ensures that it is properly staffed and funded. This body is called a Self-Regulatory Organisation - SRO for short. Self-regulation in the advertising sector is the recognition that the advertising industry (advertisers, agencies and the media) create advertising that complies to a set of ethical rules, namely that it should be legal, decent, honest, truthful and prepared with a sense of social responsibility to the consumer as well as society as a whole. It should be created with due respect to the rules of fair competition too.

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