KCSC to Hear Opinions from Parties Involved
Over "Blatant Advertising"
Former baseball player and commentator Kim Byung-hyun was criticized by the Korea Communications Standards Commission (KCSC) for mentioning his hamburger restaurant during a Korean Professional Baseball Organization (KBO) game broadcast, calling it "blatant advertising."
On the 7th, the KCSC held a plenary meeting at the Broadcasting Hall in Mok-dong, Yangcheon-gu, Seoul, to hear opinions from related parties regarding MBC Sports Plus, which aired the segment featuring Kim Byung-hyun's hamburger restaurant. After the statement hearing procedure, which involves listening to the parties involved, it is generally known that legal sanctions are highly likely.
Former baseball player Kim Byung-hyun mentioned the hamburger restaurant he runs during a live broadcast, prompting the Korea Communications Standards Commission to criticize it as "blatant advertising." Screenshot from Lee Byung-hyun's Instagram
In the April 27, 2023 broadcast of MBC Sports Plus's '2024 Shinhan Bank SOL Bank KBO League,' a former baseball player serving as a commentator said, "I am Kim Byung-hyun, a former baseball player who now runs a hamburger restaurant," and "My burger shop has opened in Changwon Baseball Stadium, which is why I am here." The broadcast also showed the hamburger restaurant for a few seconds.
Chairman Ryu Hee-rim pointed out, "It was not a coincidence that the ball flew there during the broadcast and the store was filmed; this could not have happened without prior discussion," calling it "blatant advertising for the hamburger restaurant."
The KCSC's decisions are categorized as 'No Problem,' administrative guidance stages such as 'Opinion Suggestion' and 'Recommendation,' and legal sanctions including 'Caution,' 'Warning,' 'Program Correction/Modification/Suspension and Personnel Discipline,' and 'Fines.' Legal sanctions can lead to point deductions during broadcaster license renewals and approvals.
Additionally, the KCSC decided to issue a legal sanction of 'Caution' to Pureun Broadcasting's 'Open TV Viewer World,' which aired silent freeze frames for about 55 minutes over three days.
The commissioners agreed that the issue was serious. However, Chairman Ryu stated that the decision took into account the difficulties faced by local cable broadcasters.
Furthermore, FUN TV and MBC ON received 'Caution' for advertisements of general food products that misled viewers about the efficacy and effects of the products through phrases and images related to wrinkles in their ads for 'Canada Salmon Collagen Premium.'
Also, JTBC's 'Divorce Deliberation Camp,' which broadcast scenes where individuals openly demanded sexual relations in front of children, will be reviewed by the Broadcasting Advisory Special Committee.
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