International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Revising the Korean Newspaper Advertising Code of Ethics: An Empirical Investigation Leveraging Expert Interviews and Analytic Hierarchy Process (AHP) Surveys

  • Yoo, Seung-Chul (Division of Communication & Media, Ewha Womans University) ;
  • Kang, Seung-Mi (Division of Communication & Media, Ewha Womans University)
  • Received : 2023.06.22
  • Accepted : 2023.07.05
  • Published : 2023.08.31
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Abstract

The Code of Ethics for Newspaper Advertising in Korea, first implemented in 1976 and subsequently revised in 1976, 1996, and 2021, is a critical regulatory instrument for the country's advertising sector. However, the specialized domain of "advertising ethics," particularly the "code of advertising ethics," remains under-explored. This research addresses this scholarly gap, providing an empirical analysis of the 2021 amendment's revision trajectory. This study employs a robust methodological approach, integrating expert interviews and small-group AHP-based surveys. This approach allows for a comprehensive understanding of the revision needs, referencing existing ethical codes studies, and comparing similar ethics codes nationally and internationally. The research further investigates key challenges such as personal data protection and copyright issues in the rapidly evolving digital media landscape, while preserving the existing code's inherent value. The findings are expected to significantly contribute to the emerging field of advertising ethics in Korea, offering practical implications for future code revisions.

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