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This study reviewed the process of discussion and the present state related to the permission of product placement (PPL) in Korea. This study also reviewed opinions for or against PPL-related laws and regulations and the relaxation of PPL restrictions. The responses of stakeholders and PPL-related discussions of the academic and government organizations were addressed through public hearings and forums when PPL was restricted by the Broadcasting Act. Finally, this study reviewed the present state after the permission of PPL, including PPL-related laws and regulations and PPL selling methods. In January 2010, as the revised bill of the enforcement ordinance of the Broadcasting Act was approved in a Cabinet meeting, PPL was permitted for terrestrial broadcasting and cable channels. The broadcast advertising market is expected to continue expanding in the future.
Chae et al. (Tue,) studied this question.