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Internet portal sites will be required to identify advertising links separately from information links on search engine results pages so as not to confuse consumers. The regulation is to come in a revision of the Act on Promotion of Utilization of Information and Communication Network and Data Protection announced by the Korea Communications Commission on Thursday. Violators will be punished by a fine of up to W10 million (US$=W1,406).
Currently, portal site Naver marks advertisements as ¡°sponsored links¡± or ¡°power links¡± when it display them on search engine results pages. However, once the revised bill takes effect, they should be marked ¡°advertisements.¡±
¡°Most portal sites display the advertising links with higher pricing levels near the top of the results pages. But consumers think that¡¯s where websites with better and more relevant information are listed. This mix of information links and advertising might harm advertisers on a small budget and consumers,¡± an official with the KCC explained. The Commission plans to revise the act within the year.
Meanwhile, Grand National Party lawmaker Jin Seong-ho, in an audit of the Korea Communications Commission, called for the establishment of a mediation body to deal with conflicts related to online advertising. One example is click fraud, when competitors or webmasters repeatedly click on certain links to make money, taking advantage of the pay-per-click advertising model.
¡°If advertisers on a tight budget want to get a legal help, they have to bear the enormous litigation costs. Considering their difficulties, an Internet advertising mediation body should be established to help them before they resort to litigation,¡± he said.
(englishnews@chosun.com )
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