NewJeans iPhone Performance Leads to SBS Sanction

“NewJeans iPhone Selfie During Broadcast Considered Indirect Advertising… SBS Faces Legal Sanction”

On November 4, 2024, it was reported that the Broadcast Communication Review Committee (BCRC) has taken action against the girl group NewJeans for violating indirect advertising regulations during their performance on SBS’s “Inkigayo” on July 30, 2023. The committee unanimously voted to impose a legal warning based on Article 46 of the Broadcasting Review Regulations concerning advertising effectiveness.

The issue arose during NewJeans’ performance of their song “ETA,” where the members used iPhones to film each other, transitioning between shots in a way that resembled an advertisement. This performance was closely linked to a promotional collaboration with Apple, as the music video for “ETA” was shot using the iPhone 14 Pro and served as an advertisement for the device. Consequently, complaints were filed regarding the indirect advertising nature of the performance.

SBS’s entertainment chief, Park Seong-hoon, acknowledged the oversight, stating, “We regret that we presented a performance that was almost indistinguishable from an advertisement.” He noted that typically, performances by artists are respected and left largely unaltered, and they had not recognized that the music video was also being presented as an advertisement.

The BCRC clarified that SBS did not enter into a separate indirect advertising agreement with Apple. While an advisory committee found the performance largely acceptable, the BCRC determined, through unanimous consensus, that it constituted a breach of regulations. Chairperson Ryu Hee-rim commented, “It’s hard to believe that any viewer would not perceive this performance as an advertisement, especially following a broadcast of the same members, song, choreography, and production in an ad.”

In related news, the BCRC has postponed deliberations on two matters concerning MBC’s “News Desk,” including a recent report on the controversy surrounding President Yoon Suk-yeol’s remarks, where penalties imposed by the BCRC were suspended by an administrative court. Another issue under review was the criticism of the National Army Day celebrations as remnants of military rule and a waste of budgetary resources.

Commissioner Kim Jung-soo argued that MBC’s coverage of the President’s remarks was skewed, highlighting that their report was the first and included subtitles identifying the country as “America,” despite similar coverage by 140 other outlets. Ryu Hee-rim emphasized the need for balanced reporting in public broadcasting, stating that both critical and supportive viewpoints should be represented.

The cases regarding MBC were brought up for expedited review, a procedure designed to prioritize certain items at the discretion of the chair or three committee members, raising concerns about targeted scrutiny since the current chair took office last year.

Knetizens comment on “NewJeans’ iPhone Selfie During Broadcast Considered Indirect Advertising… SBS Faces Legal Sanction”:

• “Who is responsible for the program being cut because of NewJeans? Isn’t this celebrity abuse? I’m curious what those fans will say after all the fuss about ignoring it.
• Why isn’t NewJeans reflecting on this? Only SBS is the victim here.
• Who is the Media Arbitration Committee even for?
• They said there was no problem, and now suddenly there is?
• This was something that wasn’t a big issue at the time, but now the committee is bringing it up again, haha. It’s so transparent—are they starting a cover-up operation?
• The fact that they’re suddenly bringing up something from a year ago shows how urgent things are for HYBE. Are the media just HYBE’s slaves, only reporting what benefits them?
• With additional documents not being reported properly, it’s ridiculous.
• The Media Arbitration Committee is really doing absurd things; it’s clear that they already voted last year that there was no issue.”

source