NewJeans Pulls Out iPhone on Music Show, 'Indirect Advertising' Controversy... Broadcasting Review Board "Considering Deliberation"

Repeated Scenes of Filming with iPhone on Music Shows
Broadcasting Review Board: "Complaints Regarding NewJeans Indirect Advertising... Under Review"

[Photo by SBS Inkigayo]

The Korea Communications Standards Commission (KCSC) announced on the 9th that it is reviewing the controversy over indirect advertising involving the girl group NewJeans and the iPhone 14 Pro.

On the 30th of last month, during SBS's 'Inkigayo,' NewJeans performed their new song "ETA" and took out Apple's latest product, the iPhone 14 Pro, using it to film each other as part of their performance. The stage lasted about 2 minutes and 30 seconds, with the iPhone appearing for approximately 20 seconds.

The iPhone was shown in close-up to be recognizable, and during the ending scene?when viewer attention is highest?a shot of filming with the iPhone was shown once again. This led to criticism that excessive indirect advertising was being conducted even on terrestrial music programs, and it is reported that numerous complaints have been filed with the KCSC. The commission stated, "Complaints regarding NewJeans' indirect advertising have been continuously received, and we are currently in the review stage. Once the review is complete, a decision will be made on whether to bring the case to a formal hearing."

Previously, NewJeans also filmed the music video for their new song "ETA" using the Apple iPhone 14 Pro model. Apple produced this music video filming scene as a campaign advertisement titled "Shot on iPhone 14 Pro" and distributed it across various digital media and social media platforms.

Meanwhile, Article 47 of the Broadcasting Review Regulations states that indirect advertising must not disrupt the viewing flow. This includes: ▲exposure of indirect advertising products unrelated to the content development or composition of the broadcast program that significantly disrupts the viewing flow; ▲excessive emphasis or repeated exposure of indirect advertising products or product names that disrupt the viewing flow; ▲excessive emphasis or detailed introduction of scenes demonstrating the functions of indirect advertising products or scenes using them that disrupt the viewing flow. Such cases are subject to regulation by the KCSC.

The KCSC reviews various factors such as the exposure time during the broadcast and whether prior notice was given to decide whether to bring the case to a formal hearing. After the hearing, decisions can range from ▲no issue found ▲administrative guidance such as 'suggestions' and 'recommendations' ▲legal sanctions including 'caution,' 'warning,' 'program correction, modification, suspension, or personnel disciplinary action,' and 'fines.' Legal sanctions are considered serious penalties as they are applied as demerit points during broadcaster license renewals or approvals.

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