The Game Self-Regulation Organization of Korea (GSOK) published its 12th 'GSOK Policy Research' report on the 29th, titled 'Regulation and Improvement Measures for Game Advertising'.

The GSOK Policy Research series is a quarterly report published by the organization. It aims to conduct continuous research to establish a foundation for a gaming ecosystem that industry, academia, government, and the public can agree upon by bringing policy research on the game industry into the public sphere.

In this study, the history of domestic advertising regulation was reviewed to analyze the game advertising regulatory framework, which sits at the intersection of constitutional freedom of expression and the consumer's right to know. It confirmed that the flow of advertising regulation has developed toward self-regulation and cooperation between entities, aiming to maintain fair competition and provide accurate information to consumers.

Furthermore, it pointed out that it is difficult to effectively respond to problematic advertisements using only existing laws and systems due to the characteristics of game advertising distribution structures and the increase in overseas operators. Accordingly, it presented issues such as the effectiveness of regulations, the division of roles among regulatory agencies, the lack of personnel and resources in public institutions, and limitations in enforcement against overseas operators as key challenges to be solved.

As improvement measures, it proposed strengthening corrective actions for operators, establishing platform response systems, ensuring the implementation of self-regulation, and enhancing the credibility of self-regulation. It emphasized the need for a multi-layered and phased regulatory structure that combines self-regulation with the cooperation of platforms and administrative agencies.

GSOK Chairman Hwang Sung-ki stated, "Game advertising is changing rapidly in the digital environment, so there are limits to responding with existing regulatory methods," adding, "We hope this research will serve as a foundation for designing effective policies centered on self-regulation."

The report can be found on the official GSOK website.