"Pretty Unnie Always on Standby" Embarrassing Sign in the Middle of the Street... Enforcement Turns a Blind Eye

44 Complaints Related to Seoul City Signboards Received Over 3 Years
Installation Prohibited If Violates Public Morals Under Outdoor Advertising Act
Local Governments Have Authority to Decide... "Freedom of Expression"

'Pretty unnie always on standby, unlimited choices.'

On a weekend evening, I visited a main street in Gwanak-gu, Seoul. Although the subway station and bus stop were just around the corner, a signboard with provocative phrases was prominently displayed. The bright yellow signboard in the middle of a busy street caught the eye. Just a few steps away, another building nearby had a signboard featuring a photo of a woman in lingerie along with the phrase 'Sweet like candy with beautiful women in their 20s and 30s.'

A provocative phrase such as "Pretty Sister Always Waiting" is written on the signboard of an entertainment bar located in Gwanak-gu, Seoul.
Photo by Yeom Dayeon

Citizens could not hide their discomfort. Kim (32), an office worker passing by this area daily during his commute, said, "I pass this way every day going to and from work, and seeing such signboards makes me frown," adding, "I don't understand why the district office or police tolerate this and do not crack down on it." College student Choi (24) also expressed her feelings, saying, "I can't understand how such shady activities are openly displayed, and it makes me uncomfortable every time I see it," and "I'm worried that children and young students will see this and think that nightlife culture is normal."

Recently, provocative signboards have been rapidly increasing on streets with many bars. There are numerous cases where provocative content is included on fixed signboards, not just on portable signs like sandwich boards or air balloons that are only set up at night. Since these signs are exposed to the public even during the daytime, concerns have been raised that they could negatively influence children and adolescents.

According to Seoul City, there have been 10 complaints related to signboards reported up to September this year, and 44 complaints from 2021 to 2023. A Seoul City official explained, "Even if complaints are raised at the city level, they are forwarded to the relevant local government," adding, "There are many cases where complaints are filed at the district office level rather than directly to Seoul City."

According to Article 5 of the Outdoor Advertising Act, advertisements or signboards that may harm public morals due to obscene or decadent content, or that may interfere with the protection and guidance of youth, cannot be displayed or installed.

The authority to approve or cancel permits for signboards, including judgments on whether they violate public morals, lies with local governments. However, since there are no clear standards for these decisions, district offices often take no action even if provocative phrases are included on signboards. A Gwanak-gu official said, "There is freedom of expression, and unless the content is extremely severe, we generally leave it as is," adding, "We try to manage it, but since most signboards are installed without permits, it is difficult to inspect every business 100%."

Another district office official said, "We always remove sandwich boards or air balloons and impose fines, but there are no regulations to punish or manage phrases like 'Unnie always on standby,'" adding, "Rather than proactively cracking down, we visit sites when complaints or reports come in, and it is difficult to judge based on the wording alone, so we check whether the installed signboard itself violates regulations such as size and take action accordingly."

Experts emphasize the need for clear regulations and stronger penalties to fill the management gap. Professor Lee Yun-ho of Dongguk University's Department of Police Administration pointed out, "The reason provocative signboards can be displayed is that there are no standardized regulations and the criteria vary by local government, but such phrases cannot be seen anywhere overseas," adding, "In an advanced society, at least enforcement should be carried out, and for that, enforcement authority and legal grounds must be established." He further stated, "After that, strict enforcement should be implemented to suspend business operations, and a system should be put in place to prevent businesses from simply changing their names and continuing the same operations afterward."