광고매체로서 인터넷포털사업자의 광고법상 법적 책임에 관한 연구

While increasing internet advertising, Internet portal in the internet advertising has emerged as an important advertising medium. Internet portal provides a variety of information such as news, shopping, search engine, community comprehensive, and at the same time many ads have been running for a media advertising. But due to the nature of internet advertising portal site, the distinction between advertising and information is often ambiguous, and through the portal site, illegally or unfair advertising often occur. This study has been studied in the scope of the legal responsibility of internet portals on damage due to illegally or unfair advertising. This study has presented that internet portal operators can bear tort liability as an advertising medium under strict conditions such as advertising contracts between advertisers and portals exist, and apparently the control on illegally or unfair advertising is possible, and such advertising is prohibited by law is known and so on. This study presents amendments of "An Fair Labeling and Advertising Act" as measures that could bear the legal responsibility of the advertising publishers in the position operator portal