The seminar for the development of game advertising was held at Hanyang University's 3rd Law Museum, hosted by the Game Advertising Autonomous Regulatory Committee under the GSOK. GSOK has set up a place to check the achievements of the committee and discuss how to develop autonomous regulations in the future.
Chairman Hwang Sung-ki said, In the future, the committee will focus on seeking ways to enhance the realism of the game advertising self-deliberation and to elaborate, and to secure the effectiveness of autonomous regulations. It's time to think about how to gather various opinions and improve the effectiveness of game advertising self-regulation.
Yoon Sun-hee, director of the Law Research Institute, Hanyang University, said, The Corona 19 situation has been a chance to rediscover the value of the game and further activate, but concerns about side effects are also increasing. It is a very interesting and poetry topic for all of us who live in the digital economy as well as organizations.
If you look at the change in domestic advertising autonomy in the last three years, it is becoming a trend of preliminary autonomy in the past three years. We must deliberately.
The criteria for deliberation of major game advertisers cited by the Secretary General are violent, sensational, gender equality and discrimination, meandering behavior, sincerity, and language. For example, headshots in FPS games are important factors, but if you implement headshots in game ads, 'warning' decisions are likely because of violence. If you make a game ad completely different from the game, you can get sincerity. Truth is important for consumer misunderstandings. In particular, if you bring another game screen and use it for promotion of its game, it can be a fraudulent advertisement that deceives consumers.
Lee Hee-bok, a professor of media and video advertising at Sangji University, emphasized the consistency of deliberation and related research to strengthen game advertising self-regulatory expertise. He then said he respected the autonomy of advertising deliberation considering the characteristics of the game industry and needed policy support for the government's promotion of the game advertising industry.
Professor Lee presented a plan to strengthen the branding of game advertising. It is required to strengthen the branding of game advertising autonomy, including deliberations. He expects that strengthening branding will increase his status as an organization by raising authority, trust, and awareness of game advertising self-regulatory committee. Like the role model health functional food certification, it can be a foundation for growing industry by accumulating reliability.
Professor Lee also recommended building a game advertising deliberation system (GAD) like the KODEX system and Kobanet of the existing broadcast advertisement. The GAD will establish a convenient and stable deliberation system to improve industry capabilities, improve services, and improve public confidence.
Kang Joon-gu, head of the Korea Game Industry Association, said, Game advertising self-regulation should not be a new regulatory barrier for game companies. It will be difficult to lose its essence and secure effectiveness. The deliberation on advertising should be limited to the advertisement itself, not the game.
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