영국에서의 방송광고 정책 변화에 관한 연구 = 간접광고(PPL) 규제완화 및 관련 법제를 중심으로

다국어 초록 (Multilingual Abstract)

This research surveys UK policy on broadcast advertising with focus on mitigating PPL(Product in Placement) regulation and related legislation. For this purpose, the research examined revised legal provision of the EU, PPL consultation and current practice of sponsorship in UK and PPL legislation. The result showed that regulations on ‘commercial references’ including sponsorship and PPL have been alleviated substantially. Approval for sponsorship was based on principles of independence in broadcasting arrangement right, separation of advertising and broadcasting program, and ban on excessive exposure of goods and service. Specific time restriction was abolished and regulation on advertising content was also relaxed. It is evident that the approach to the issue has become far more flexible considering the basic principle to allow PPL as long as the program content and organization justifies the advertising and exposure of good or service is not excessive. By examining the case of UK, the research provides implications to set a direction of basic principle and related legislation in Korea in preparation of adopting PPL.