한국의 담배시장 개방과 담배광고･판촉규제법의 역행

Abstract

Starting from the awareness that the cigarette market opening by the transnational cigarette companies in Korea broke up the existing cigarette control act on advertising and promotion and it’s reversal effect has continued to be until now, this study aims to prove it through historical materials. For the purpose, this study analyzes the U.S. government and the USCEA’s strategies of cigarette advertising and promotion to expand the Korean market since the 1980s, using the TTCs’ internal documents and the ‘U.S. Trade Law 301’ investigation file. The main findings are as follows: first, the shift from the Korean government monopoly system to the TTCs-led market competition system resulted in overheated advertising and promotion and reversed the declining tendency of smoking rate which had began in the 1980s in Korea. Secondly, Korea ‘Cigarette Business Law’ was partially amended in the direction of legalizing ‘illegal’ promotional activities of foreign cigarette companies, the voluntary codes of the Korea Cigarette Association neutralized domestic law. Thirdly, cigarette control act was retrograded at least six years long before the ‘National Health Promotion Act’ rearranged the cigarette advertising regulations in Korea, but it has not be restored to original regulatory degree until now. The possibility that the interests of Korea cigarette business as well as those of TTCs enact are discussed.