디지털 옥외광고 산업진흥을 위한 규제법제 검토

The digital outdoor advertising market is growing steadily every year, but under the Outdoor Advertising Act, digital outdoor advertisements with new technologies, such as licenses, display methods, and places of application, have the same regulations. Due to the limitations of this regulatory method, applications for civil complaints for reasonable use and management of digital outdoor advertisements are increasing in regulatory reform newspapers. The government included the concept of digital advertisements in the Act on the Management of Outdoor Advertisements and the Promotion of the Outdoor Advertisement Industry (hereinafter referred to as the “Outdoor Advertisements Act”) as a comprehensive revision in 2016. However, as the law is completely revised in a situation where it is urgent to reflect the demand for digital advertisements, the Outdoor Advertisements Act still stipulates the existing analog outdoor advertisement management. Despite the steady use and demand for digital advertisements, this legislative regulation method still hinders the growth of digital advertisements, such as limited display methods and places of application in the use of digital outdoor advertisements with digital signage technology. In the case of the United States, the regulatory method for digital outdoor advertisements is delegated to be determined by state law so that they can be managed and operated according to the regional characteristics and utilization status of each state. In addition, a flexible regulatory method for digital outdoor advertisements with digital signage technology is applied by applying negative regulatory methods such as prohibition of exceptional permissible in principle. Accordingly, it is time for Korea to closely examine the introduction of a regulatory method suitable for Korea in order to revitalize new industries to which new technologies are applied, such as digital outdoor advertisements.