상품판매방송 규제 개선방안 연구

초록

This study aims to propose improvements to the regulatory framework of the home shopping broadcasting industry in Korea, based on an analysis of its current status. To this end, various types of sales broadcasting channels— including TV home shopping, data home shopping, and the rapidly growing live commerce—were comprehensively examined. In addition, in-depth interviews and surveys were conducted with industry practitioners. The analysis produced the following results. First, while TV home shopping and data home shopping continue to maintain high sales volumes and consumer reach, their growth has slowed due to increasing transmission fees, declining advertising revenues, and the expansion of OTT services and live commerce. Second, although regulatory mechanisms have been established to protect consumers and prevent false or exaggerated advertising, recurring violations such as impulse purchase inducement, inaccurate price labeling,and errors in country-of-origin marking persist. Third, new forms of sales broadcasting such as live commerce have expanded market diversity, but regulatory gaps remain within the existing institutional framework. Based on these findings, the study recommends harmonizing self-regulation and legal regulation, building a flexible review system that can adapt to changes in the media environment, and preparing customized guidelines for consumer rights protection. Furthermore, it emphasizes that in order for the sales broadcasting industry to evolve from a simple sales channel into a sustainable distribution and advertising ecosystem grounded in consumer trust, cooperative governance among broadcasters, platforms, and government agencies is essential.

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