'TV Version Undisclosed Advertising' Linked Programming More Serious Than Last Year... Probiotics 'Most Frequent'

On the 7th, the Korea Communications Commission announced the results of the review on terrestrial and general programming linkage scheduling at the plenary meeting

[Asia Economy Reporter Cha Min-young] Cases of exposure to health functional foods on home shopping channels through linked programming, known as the 'TV version of covert advertising,' have nearly doubled this year compared to last year. Although this issue was pointed out as serious during last year's National Assembly audit, it is now evaluated to have worsened rather than improved.

Linked Programming in 45 Programs, 756 Exposures

On the 7th, the Korea Communications Commission (KCC) announced the results of an inspection conducted in March on linked programming between terrestrial and comprehensive programming channels' health information programs and home shopping channels. The subjects included 5 terrestrial channels, 4 comprehensive programming channels, 7 TV home shopping channels, and 10 data home shopping channels.

Linked programming refers to the broadcasting practice where health functional foods introduced in programs on terrestrial and comprehensive programming channels are sold on home shopping channels in adjacent time slots with the same or similar products. Broadcasting without disclosing sponsorships has caused problems of consumer deception and excessive product promotion.

This year's survey results show that the trend of linked programming has intensified compared to last year. In March alone, 45 health information programs on 2 terrestrial channels and 4 comprehensive programming channels aired 520 times, which were linked 756 times across 17 home shopping channels. In the previous survey covering three months (November 2019 to January 2020), the number of linked programming programs was 24, with 451 linked exposures. Even accounting for the difference in survey periods, the total numbers show approximately 1.9 times and 1.7 times increases respectively.

For terrestrial broadcasters, MBC aired 3 programs a total of 80 times (53 original broadcasts and 27 reruns), and SBS aired 7 programs 59 times (53 original broadcasts and 6 reruns). In contrast, KBS1, KBS2, and EBS1 had no programs linked to home shopping product sales. For comprehensive programming channels, TV Chosun aired 14 programs 139 times (69 original broadcasts and 70 reruns), MBN 8 programs 108 times (62 original broadcasts and 46 reruns), Channel A 5 programs 70 times (20 original broadcasts and 50 reruns), and JTBC 8 programs 64 times (33 original broadcasts and 31 reruns).

There were 279 instances where one terrestrial or comprehensive programming program was linked with one home shopping channel, and 241 instances where it was linked with two or more channels (up to 7) simultaneously. The KCC explained, "The high number of overlapping linked programming is believed to be due to the addition of 10 data home shopping channels to the analysis this year and the increase in health (functional) food sales broadcasts by home shopping companies."

During the analysis period, 53 types of health (functional) foods were broadcast for product sales on home shopping channels, an increase in variety compared to the previous year. The most frequently linked foods were probiotics (215 times), collagen (111 times), and protein (81 times), in that order.

Improvement of Sponsorship Disclosure System and Strengthened Monitoring

The KCC will strengthen monitoring and improve the sponsorship disclosure system to prevent viewer harm caused by linked programming. They are considering imposing conditions on license renewals and approvals to require broadcasters to incorporate precautions for health information program production into their internal production guidelines. Monitoring will also be enhanced regarding the status of linked programming and violations of sponsorship disclosure. The KCC previously imposed conditions in April and December 2020 requiring disclosure of sponsorship when dealing with the functions and effects of sponsored products or services.

Legal and institutional improvements remain a task. In October last year, a bill to mandate essential sponsorship disclosure was submitted to the National Assembly but is currently pending. Upon passage, the timing, duration, and frequency of sponsorship disclosure exposure will be specified.

Standing Commissioner Ahn Hyung-hwan pointed out, "Linked programming can cause consumer overconfidence and misunderstanding," adding, "To put it strongly, it is the 'TV version of covert advertising' that has been problematic on platforms like YouTube. Despite various concerns, there is still a legal gap, so multifaceted efforts are needed." Vice Chairman Kim Hyun also noted, "It is a serious problem that broadcasting with public responsibility is becoming excessively commercialized," emphasizing the need for broader and more systematic monitoring.

KCC Chairman Han Sang-hyuk stressed, "Linked programming is an inappropriate practice that misleads consumers," and said, "We need to prepare measures from multiple angles, and the Secretariat needs to engage in in-depth consideration."

This content was produced with the assistance of AI translation services.