Product exposure on TV gone too far

Stricter rules wanted for PPL

By Kwon Ji-youn

More and more television viewers are expressing irritation about the overexposure of firms products, brands and logos in the soap operas they sponsor.

"Sometimes, I feel uneasy about such indirect ways of promoting products," said Lee Ji-eun, 22, a college student living in Seoul.

Lee was complaining about PPL, or product placements. PPL is a form of embedded marketing that raises brand awareness and product promotion through media exposure.

In 2010, the Broadcast Act was revised to allow the use of PPL.

Since then, PPL usage has become a huge advertising genre of its own, benefitting broadcasters, production agencies and corporations.

Lee is among a growing number of viewers who are sick of soaps whose producers and broadcasters abuse PPL to make money.

"There is a fine line between product placements and direct advertisements," Lee said.

One of her favorite programs is "That Winter, the Wind Blows," an SBS soap opera about an abandoned man and a blind woman, who together find hope in love.

"That Winter, the Wind Blows crosses the line blatantly," Lee said.

"PPL reduces engagement to the story. Its proof that the drama isnt real."

The drama was reprimanded by the Korea Communications Standards Commission (KCSC) for its overuse of PPL.

An MBC drama, "I Miss You," about a man who searches for his first love, whom he had betrayed, was issued a warning for excessive PPL use, including the direct mention of a red ginseng brand name. It also received further disciplinary action against its production staff.

The KBS soap Iris 2 also received criticism about its use of PPL from viewers, but escaped an official warning.

Controlling PPL exposure

PPL exposure needs to be controlled but, with the changed law, it is a difficult task for the KCSC and the Central Radio Management Office (CRMO).

The law only regulates the time, number and process of PPL exposure.

According to the KCSC, logos cannot appear for longer than five percent of air time. Logos must also appear smaller than one-fourth of the screen.

Yoon Yeo-jean, secretary-general of the Center for Media Responsibility and Human Rights, finds the regulations vague.

"PPL regulation has failed because the guidelines are unclear," she said.

"For instance, even if logos cant exceed one-fourth of the screen, the product itself can. The definition and interpretation of logo is ambiguous."

Yoon said the difference between sponsorship and PPL marketing is beginning to blur.

Producers claim that theres nothing much that can be done.

"Many outsourced productions try to bring more product placements into scenes to attract more sponsorship from businesses," said a producer.

To solve the problem, Rep. Choi Min-hee of the opposition Democratic United Party proposed a revision bill on March 26 designed to strictly regulate PPL overexposure.

The bill calls for the regulation of PPLs so they dont go into excessive detail about a products functions and advantages. If the bill is passed, the KCSC will have greater regulatory power on PPLs.

It also suggests violators be subject to fines of up to 30 million won ($26,600).

According to the bill, PPL exposure should be minimized so it has no effect on the content and form of programs, while producers must notify viewers if their programs include virtual or indirect advertisements.

A solution

Actress Song Hye-gyo, who plays the blind woman in "That Winter, the Wind Blows," carefully applied lipstick in a recent scene, using her fingers to feel where her lip-line ended.

Her portrayal of a blind woman applying lipstick showed an everyday moment for a blind woman, and pushed a product for the cosmetic brand Song represents.

This product placement was effective - this lipstick sold out within a day.

"There were inquiries the next day about what shade the lipstick was and whether it was still in stock," a PR representative for Laneige said.

"Were currently on our second advance order list."

Another soap opera, "Queen of Ambition," about an ambitious woman who will do anything for power, promoted an up-and-coming coffee chain Droptop. In the TV series, Joo Da-hae, acted by Soo-ae, is named team manager of the coffee business.

Soo-ae's appointment is critical in illustrating the extent of her ambition.

"To some degree, soaps need some PPL to help cover part of the production costs," said Jin Jong-hoon, a culture critic. "But producers should not use PPL recklessly and irresponsibly so that they avoid compromising the quality of programs and turning off viewers."