옥외광고법의 평가와 내거티브 규제 적용성에 관한 연구

초록

This study aims to find relevant and effective regulatory policies through in-depth interviews of experts according as skeptic views toward the Revised OOH media advertising laws arose. For in-depth interviews, triangulation method is conducted to select groups possibly different in opinions. Interviewees include personnels from media representative of OOH media advertising, advertising agencies, public institutions, and professors. The results are as follows. First, deregulation compared with regulation strengthening is reportedly recommended. Second, self regulation is reportedly preferred under condition that methods to settle problems should be proceeded sequentially. Third, the revised OOH media advertising laws are considered to dedicate relatively little in perspective of the improvement of OOH media advertising industries, thus some implementation should be devised. In parallel with this, so-called negative regulation systems are desirable and OOH media advertising laws can be possibly ‘re-revised’, if in a conciliatory approach. Fourth, harmonious methods are needed to be pursued and both substitutional policies and mediation of conflicts are accordingly required. Based on the results, some significant suggestions are recommended.

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