2009년 이후 10년 동안 국내 부당 표시.광고에 관한 연구

초록

As unfair advertising increases, it can be a serious problem. Therefore, the discussion about social role and function of advertising and consumer policy is needed. There are few articles about this topic even though some scholars try to examine the entire situation of unfair advertising. Therefore, this study seeks to analyze decision case of unfair advertising during ten years. From results of this study, company mainly has been responsible for unfair advertising, not individuals. In terms of industry type, false advertising have come from whole and retail, realities, and education industry. False and exaggerated advertising have been more than deceptive advertising in decision cases. The unfair advertising of the new media, print and POP has appeared more than any other media advertising. Correction order is a main decision about unfair advertising. The decision criteria of unfair advertising are consumer misleading and fair trade impediment. For each types of unfair advertising, falseness, exaggeration, deceptiveness, unfairness and abusiveness have appeared. This study is expected to extend the social role of advertising and understand unfair advertising.

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