Excluding ABC Subsidiaries... Strengthening 'Reliability' of 1 Trillion Won Government Advertising Execution

Going forward, effectiveness and reliability will be used as key indicators when executing government advertisements. On the 1st, the Ministry of Culture, Sports and Tourism announced and finalized improvement indicators that will serve as the execution standards for government advertisements, which amount to 1 trillion won annually. This measure follows the announcement on July 8th regarding the discontinuation of the policy use of ABC circulation figures and plans to improve the system by utilizing multiple indicators when executing government advertisements.

The government advertisement improvement indicators are composed of core indicators (effectiveness and reliability) and basic indicators, considering the purpose of the enactment of the “Government Advertisement Act,” which aims to enhance the efficiency and public interest of government advertisements (Article 1 of the Government Advertisement Act).

The social responsibility element, a major component of the core indicators, consists of the number of cases of ex officio mediation and correction recommendations by the Korea Press Arbitration Commission, the number of caution and warning cases from the Newspaper Ethics Commission and the Advertising Self-Regulation Commission, which are media self-regulatory bodies, and whether individual media companies have established and operate editorial committees and reader (rights) committees.

The basic indicators include whether the media company publishes normally, whether there are violations of relevant laws, tax payment status, and whether employees are enrolled and fully paid in the four major social insurances. Additionally, editorial committees and reader (rights) committees have been added, and the indicator regarding portal affiliation, which had many objections during the opinion collection process, has been excluded.

The government advertisement improvement indicators will be applied from 2022 for print media and from 2023 for broadcasting and other media.

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