SEOUL, Sept. 8 (Korea Bizwire) – A recent study by the Korea Internet Advertising Foundation (KIAF) revealed that the use of sexual imagery in advertisements on web portals and social networking services is at a critical level, with officials calling for stronger regulations.

According to the survey, 94.5 percent of 200 middle and high school students in Korea were found to be exposed to sex-driven advertisements on the Internet.

The study also monitored ‘sex sells’ practices on 155 major web portals, SNS, and online news sites, and explored the perception of the practice among 500 adults.

Among the 302 sex-driven ads the KIAF discovered, 51.9 percent used provocative imagery, such as immoderate body exposure, 17.5 percent used sexual language or descriptions, 14.9 percent promoted prostitution, and 11.2 portrayed sexual acts, all of which were openly exposed to minors.

Among adult respondents, 83.4 percent said “online ads with sexual imagery have a negative influence on society,” while 91.2 percent said the prevalence of such ads is at a critical level.

“Although there are guidelines for the level of sexuality permitted in online advertising, they lack effectiveness since they tend to be too generic and ambiguous,” said the KIAF official. “Regulations that manage such advertisements are scattered across government departments, and they need to be revamped.”

“Businesses need to reinforce internal regulations, while the government should provide more comprehensive countermeasures.”

By Kevin Lee (kevinlee@koreabizwire.com)