Buses and Trucks Also Allowed to Use 'Smart Advertising'

Mid-sized Ombudsman-Innobiz Association Meeting, Regulatory Improvement Achievements
Ombudsman Park Joobong "Will Strive for Regulatory Improvements to Promote Technology Development and Diffusion"

Case of digital signage bus advertising (JZ Industry), the first agenda item of the demonstration exemption.
[Photo by Junggi Ombudsman]

[Asia Economy Reporter Kim Jong-hwa] New vehicle outdoor advertisements utilizing innovative technology are expected to be introduced.

The Ministry of the Interior and Safety has accepted the request from the Small and Medium Business Ombudsman to ease regulations on vehicle digital signage advertising and has begun improvement procedures, anticipating the creation of a new market in the future.

On the afternoon of the 29th, Park Ju-bong, the Small and Medium Business Ombudsman (vice-ministerial level), held a joint meeting with the Innobiz Association in the main conference room of the Innobiz Association located in Bundang-gu, Seongnam, to discuss current issues faced by small and medium enterprises and seek solutions.

The SMEs attending the meeting proposed regulatory improvements under three themes: △ new industries, △ strengthening self-reliance, and △ productivity enhancement. Company A requested full permission for vehicle digital signage advertising as a future high value-added industry. Signage advertising uses displays and networks and has been fully permitted in public places and commercial spaces in Korea since 2016; however, vehicle signage advertising has only been conditionally allowed through a regulatory sandbox due to concerns about obstructing drivers' visibility.

Regarding this, Ombudsman Park stated, "Relevant ministries, including the Ministry of the Interior and Safety, have continuously pursued regulatory easing such as permitting advertisements on moving transportation means like taxis," and added, "This proposal will also be reviewed through research projects, and the related regulations under the Outdoor Advertising Act Enforcement Decree will be amended by the first half of next year."

The industry expects that using LED displays or other luminous digital panels instead of high-intensity reflective stickers on large vehicles such as trucks will better attract drivers' attention, enhancing safety. Furthermore, if digital advertising is permitted on transportation means other than taxis, a vehicle exterior display market could also be created.

The introduction of DUMAS, a new technology for measuring protein content in food and feed proposed by Company B, will also be actively reviewed by the Ministry of Food and Drug Safety. Total protein content measurement relates to quality control and labeling in the food and feed industries, and Korea has traditionally recognized the Kjeldahl wet chemical method.

According to the related industry, the Kjeldahl method has challenges such as time and labor costs, and the use of toxic and hazardous chemicals during measurement. The DUMAS method, which is spreading globally as an alternative, has advantages including relatively shorter measurement time, lower toxic emissions, and the ability to automate the entire measurement process.

Additionally, discussions were held on △ enacting and revising laws for future multipurpose vehicles, △ shortening the type approval period and simplifying procedures for special-purpose vehicles, and △ simplifying qualification and document screening during government project bidding.

Im Byung-hoon, president of the Innobiz Association, said, "In these times of rapidly changing business environments, identifying and improving regulations that hinder the growth of innovative technologies is essential to supporting technology-based SMEs," adding, "The association, celebrating its 20th anniversary this year, will actively seek and assist in resolving regulatory difficulties faced on the ground."

Ombudsman Park promised, "SMEs are the main drivers of the current difficult economic recovery, and their competitiveness lies in new technologies," and pledged, "We will do our best to promote regulatory improvements so that new technologies are not stifled by regulations."

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