One of the hottest topics in our society recently is the establishment of a healthy relationship between the media and government advertising. Political circles and civil society are unanimous in calling for a comprehensive reform of government advertising execution standards to prevent the media from being submerged by the logic of capital and power. Taking as a lesson from past cases where conventional media were conservative based on political interests or reduced to spokespeople for specific camps, it is pointed out that a transparent advertising distribution system based on public accountability should now be established. In particular, bold proposals such as the abolition of press rooms or the introduction of media vouchers embody the will to create an independent ecosystem where the media can report only facts and truth without being influenced by those in power. There is active discussion at the National Assembly level about how the media should restore public trust and secure momentum for social reform by structuring citizen participation in the media policy-making process.

Meanwhile, in real life, online unfair advertisements that mislead ordinary foods into thinking they are medicines or health functional foods are rampant, frowning on consumers. As a result of a recent joint inspection between the Ministry of Food and Drug Safety and local governments, a large number of posts selling products with false and exaggerated claims of strengthening immunity or treating diseases were discovered. This behavior goes beyond simple exaggerated advertising and is a deceptive act that seriously threatens the health rights of consumers. Many cases involve promoting products without certification marks as if they were nutritional supplements. The authorities are responding strongly by blocking access and taking administrative action, but in the face of constantly changing new advertising methods, it has become the most urgent task for consumers to have the media literacy capabilities to carefully review information and check certification marks.

Technological changes in the advertising market are also fundamentally shaking up consumer experiences and how companies survive. As Google pursues a policy of disabling Chrome's ad blocking function, the web environment is now entering an era in which users must follow the rules set by the platform, rather than having the freedom to choose whether or not to accept ads. On the other hand, new mobile advertising types, such as KakaoTalk brand messages, are receiving attention as a new business model as they are evaluated as reducing consumer fatigue and increasing reliability compared to existing one-way text advertising. As such, the advertising market is walking a tightrope between regulation and innovation, and companies are considering 'contrarian marketing' that can maximize effectiveness while reducing consumer resistance. The case of Levi's, which used the situation where its logo was obscured at the World Cup stadium as an opportunity to promote its brand, is a clear example of how creative strategies can elicit great public response even in a regulatory environment.

Efforts to control illegal floating advertisements that harm the city's environment and order are not stopping. Each local government, including Yeonsu-gu, is intensively controlling banners, flyers, and air lights that threaten pedestrian safety and impede the aesthetics of the city through nighttime crackdowns. Technical response that goes beyond simple forced removal and neutralizes the contact information of repeat illegal advertisement publishers by introducing an automatic warning system is evaluated as a very effective alternative. These efforts are an expression of our will not only to create a clean urban environment, but also to maintain public order to prevent indiscriminate advertising from infringing on the daily lives of citizens. Eradicating illegal advertising goes beyond simply being a matter of aesthetics; it can be said to be a process of keeping the minimum social promise to ensure a comfortable and safe living environment.