온라인 플랫폼 자율규제에 관한 시론(試論)

Self-regulation means that members of the market become the subject of regulation and they voluntarily regulate themselves. Self-regulation can be classified into pure self-regulation, the government led self-regulation, private led self-regulation. Also, Self-regulation is based on the expertise on the area of regulation and the efficiency of regulation. Korea has recognized the need of the regulation of online platforms and has actively regulated online platforms but there are some concerns about the regulation of online platforms in Korea. First, the regulation in Korea is ex ante regulation. Second, there are the possibility of the regulatory overlap. Third, the Korean governments pay too much attention to the “gab-eul” relationship. Fourth, the understanding and the execution experience of online platforms are not sufficient. Fifth, the regulation in Korea is the unilateral command-control regulation that the governments lead (“the government led command-control regulation”). The online platform markets have the characteristics such as dynamic technical development, changes in the various business models, and market innovation. Therefore, the regulation of online platforms requires the expertise on the technology and market and it should be efficient in order not to hamper the dynamics and innovation. Self-regulation is a regulatory type suitable for online platforms for the following reasons. First, self-regulation is desirable in terms of expertise of the subject of the regulation. Second, self-regulation is efficient as it can respond flexibly to the various changes in the market. Third, the government led command-control regulation is premature as the online platform markets will continue to develop. Self-regulation can make it possible to achieve the goal of establishing an online ecosystem where the collaborative cooperation between online platforms and the business users in online platforms, the maintenance of competition between online platforms, and the improvement of consumer welfare are feasible while maintaining the features of online platforms. The desirable direction of self-regulation in online platforms is suggested as follows. First, the subject of self-regulation should be the business entity with proven expertise. Second, all online platform operators should participate in self-regulation, and self-regulatory organization (“SRO”) should be established and operated. Third, there should be no conflict of interest. Fourth, academia, citizens, and the media should actively monitor and evaluate the self-regulation of online platforms. Fifth, online platform operator should disclose its own information transparently. Sixth, online platform operators should try to settle the disputes quickly and fairly. Seventh, Korea Fair Trade Commission (“KFTC”) should monitor the market and conduct market investigation on a regular basis. Eighth, if self-regulation is successful it is necessary that KFTC provides the incentives to online platform operators. Ninth, KFTC should support the sustainable growth of online platforms. Tenth, the governments and SRO should understand the current status of the self-regulation of online platforms in other countries, and support online platforms in Korea so that online platforms in Korea should not suffer from any competitive disadvantages due to self-regulation. In conclusion, self-regulation is effective alternative that makes online platform ecosystem grow sustainably.