On April 24, the Ministry of Health and Welfare in Korea, announced a new law which prohibits alcohol advertisements that feature celebrities or athletes who are under 24-years-old. This law directly impacts 21-year-old solo-vocalist and actress, IU. In November 2014, IU was selected as the spokesmodel for one of the leading soju brands in Korea, Chamisul.
The ban comes through a revision made by the National Assembly, to a previous bill known as the Health Promotion Law. The revision strictly prohibits the display and broadcast of advertisements which feature models who are under 24-years-old.
An article published by Chosun outlined a primary reason for the revision. In 2012, figure skating champion Kim Yuna accepted an endorsement contract for Hite. At the time she was 22-years-old and was the defending Olympic figure skating champion for women.The Korean Academy of Addiction Psychology led the initial backlash against her endorsement, which spearheaded the push for the recent revisions. According to an unnamed source published in Chosun, "Kim was a youthful idol who had an impact on teenage drinking, which should be limited from mainstream advertising."
When IU was selected by Hite Jinro to represent Chamisul in November 2014, her cross-generational appeal was highlighted. In November 2014, representative for the company stated, "IU's broad vocal talent across genres is earning love from not only young adults, but middle-age to the elderly as well."
While IU will no longer be seen on soju ads, she will be returing to Korean drama on May 15 in "Producer." On April 24, KBS released stills of the star, in which she exuded the frosty image of her character Cindy.
This revision to the Health Promotion Law will have an impact on direct advertising but Korean dramas continue to prominently feature alcohol. Drinking games and scenes depicting drunken piggyback rides are defining characteristics of Korean dramas. The prominence of soju, beer, and makgeolli in most primetime series may not directly endorse a brand but could encourage the act of drinking.
What are your thoughts on this law? Do you think this will have a significant impact? Comment below.
