표시광고실증제도에 관한 연구 - 표시‧광고의 공정화에 관한 법률을 중심으로 -

Labeling and Advertising Substantiation has been implemented from the enactment of the Labeling and Advertising Act in Korea. Substantiation of facts in labeling and advertising is a system for operator to switch the burden of proof that objective claims for products or services represent explicitly in Labeling and Advertising. The consumers would be likely to rely on claim for products or services if operator make objective assertions about the item or service advertised or labeled. Therefore this system is necessary to quickly determine whether unfair advertising or labeling about the item or service. But Labeling and Advertising Substantiation do not take advantage of the process of regulating the unfair labeling and advertising in Korea. In this study, Il will shown that the contents, progress of Labeling and Advertising Substantiation based on the Labeling and Advertising Act, and suggest the improvement of the Labeling and Advertising Substantiation. The most important improvement in this study is that operator have a reasonable basis for advertising or labeling claims before they are disseminated.