A Comparative Study of Product Placement Regulations in Broadcasting in South Korea and the United States

Abstract

Navigating the regulation of product placement in television presents a serious challenge to international advertisers in that the regulations of product placement in broadcast across countries range from a total prohibition to virtually no regulation. Previous research suggests that international advertisers should take into account fundamental national belief systems, cultural values, and regulatory and legal concerns that underlie treatment of product placement in broadcasting. This study explores similarities and differences in the regulation of television product placement in the U.S. and Korea. The two countries offer an interesting contrast. While both share a commitment to capitalism and the growth of international trade, their underlying cultural and philosophical foundations on product placement in broadcasting media are dramatically different. Regulatory frameworks in both countries are assessed based on an examination of their respective cultures. Recommendations for international advertisers and ideas for future research are offered.