The government earlier this week lifted ad regulations to create a Korean version of New York City’s Times Square as part of its efforts to boost the ad industry and attract more visitors, officials said.
The Interior Ministry said Monday it had eased the rule to create a zone where outdoor digital screens and billboards can freely be installed without any restrictions on types or sizes. The size, type and location of outdoor ads had been strictly restricted prior.
The revised rules have been promulgated Wednesday and will start going into effect from July, the officials said.
In the ad zone, buildings will be able to be covered in wrapping ads or digital screens. The eased rules will also allow digital signage — a new ad form that allows interaction between ads and viewers through digital technology.
For example, one of the Times Square ads in New York had a perfume commercial on billboards that sprayed the perfume whenever pedestrians approached and touched the screen.
While the digital technology for ads has developed for years, no digital signage has been introduced in Seoul due mainly to regulations.
Pillar-shape video billboards called “Medial Poll” were once installed around Gangnam Station in 2009, but it was allowed as a type of “video installment,” not as an “outdoor digital ad.”
The exact locations for the upcoming ad zone have not yet been determined. The ministry will receive applications from municipalities and screen them in the second half of the year.
“Considering the light pollution, the new ad zones will likely be opened in commercial districts such as Myeong-dong or the Coex area,” the Seoul Metropolitan Government officials said.
While easing billboard regulations, the government has strengthened the crackdown on illegal ads, the authorities said.
Any illegal ads, such as placards or balloons placed without permission and that pose a risk of dislocating or dropping, will be removed without prior notice. Each district office will be given the authority to be in charge of the crackdown.
The penalty against obscene ads will also be toughened to a sentence of two years in prison or fine of up to 20 million won ($16,700). Those distributing or posting lewd ads had previously faced either a one-year jail term or a fine up to 1 million won.
By Lee Hyun-jeong (rene@heraldcorp.com)
