ScholarWorks@숙명여자대학교

초록

The media landscape is evolving around OTT platforms, exposing the limitations of traditional regulatory frameworks. There is growing consensus among academia, government, and industry on the need for comprehensive reform of advertising regulations, with a shift toward self-regulation. Yet, the unique social role of broadcasting and skepticism about the effectiveness of self-regulation have hindered its progress. This study focuses on developing effective self-regulation measures for broadcast advertising. Through in-depth interviews with practitioners, it examines the characteristics, challenges, and potential improvements of current practices. The findings highlight advantages such as speed, efficiency, autonomy, and professionalism in broadcast advertising self-regulation. Contrary to earlier concerns about operator-centered practices and weak enforcement, these issues were mitigated by a strong post-review system. Despite these strengths, the existing framework remains constrained, primarily monitoring compliance with administrative rules. To strengthen self-regulation, this study recommends replacing the post-review system with expanded preemptive measures.

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