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온라인 다이어트 식품 광고를 통해 본 광고 규제와 소비자피해와의 관계

Relations of Advertising Regulations and Consumer Damages: Focusing on Weight-Loss Food Advertisements on the Internet

  • 김혜진 (건국대학교 소비자정보학과) ;
  • 이승신 (건국대학교 소비자정보학과)
  • Kim, Hye Jin (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 투고 : 2015.10.21
  • 심사 : 2015.11.23
  • 발행 : 2016.02.28

초록

This study initiates from the question of whether current advertising regulations are appropriate to be applied to the market. It confirms the relationship between misleading online advertisements of weight-loss food and consumer damages. This study argues that it is necessary to enforce monitoring and regulating (strengthening monitoring) for situations where misleading advertisements are exposed in the market with subsequent consumer damages. However, deregulation is needed for advertisements exposed in the name of misleading advertisements but with no consumer damages. In conclusion, the regulations of current weight loss foods are properly established $vis-{\grave{a}}-vis$ the market situation. However, misleading advertisements are prevalent for all regulated types: Type I (product quality and effect), Type II (endorsement and warranty), Type III (ways to use and safety), Type IV (comparison and superiority), and Type V (company information). Promotion targeting businesses, market monitoring and control are necessary to ensure that advertising regulations (which have existed only as an institution) can be appropriately applied. It is also confirmed that 'comparison advertising' (applicable to Type IV where consumer damages were not shown compared to other regulations) does not have an actual effect as a consumer protection regulation that should be considered in regulation revisions. Consumers also did not recognize Type III and V in the purchasing stage while consumer damages were demonstrated; consequently, this implies that consumers need to check and become attentive to these types.

키워드

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피인용 문헌

  1. 인터넷 건강정보이해능력과 정보탐색 유형별 인지된 정보유용성 분석: 다이어트 및 체중조절 관련 정보탐색을 중심으로 vol.28, pp.2, 2016, https://doi.org/10.4332/kjhpa.2018.28.2.119