비교광고 심사지침에 대한 비판적 연구

Comparative advertising refers to advertising that claims against the nature of a competitor's product or service. Comparative advertising provides more information in general advertising to help consumers choose to buy products. In addition, comparative advertising has a significant effect on promoting competition among operators. However, because the harm of comparative advertising is also so great, comparative advertising has been allowed in most countries since the 1980s. In Korea, comparative advertising was allowed when the “Guidelines for Examination of Comparative Labeling and Advertising” were enacted for the promotion of competition, along with consumer protection. However, comparative advertising is not being activated as intended by competition authorities. In this study, I looked at the causes of this problem, focusing on the components of unfair advertisements, the criteria for unfair comparative advertising, and the laws for regulating comparative advertising in foreign countries. This study found that the scope of comparative advertising is comprehensively specified in “Guidelines for Examination of Comparative Labeling and Advertising”, but the comparison target is too narrow, and that there are many problems with comparison criteria, methods, and comparative content. And the direction of improvement is centered on comparative advertising review guidelines. In this study, improvement measures are presented based on Guidelines for Examination of Comparative Labeling and Advertising.