Government Launches Campaign Against Alcohol Promotion Amid Rising Celebrity Influence
In a significant move to address the troubling rise in alcohol consumption glorified by celebrities, the South Korean government has introduced an innovative advertisement campaign titled "Media Sulslighting." This initiative comes in response to alarming trends observed in recent surveys conducted by the Ministry of Health and Welfare and the Korea Health Promotion Development Institute.
A study reveals that the presence of celebrities in the top 100 YouTube videos related to drinking surged from 10% in 2021 to a striking 42% last year. Popular figures such as singer Lee Young-ji and comedian Shin Dong-yeop have contributed to this trend, often depicting casual drinking in a laid-back atmosphere. Concurrently, the frequency of drunken scenes in high-rated entertainment programs climbed by 56%, raising concerns about normalizing alcohol consumption among viewers, especially the youth.
Programs like "I Live Alone," despite being designated for viewers aged 15 and older, have faced scrutiny for repeatedly showcasing drinking, leading to a "caution" warning from the Korea Communications Standards Commission (KCC).
In response, the "Media Sulslighting" campaign utilizes generative artificial intelligence to craft a message that critically examines the pervasive media-driven culture surrounding drinking. Featuring a music video format, the campaign aims to empower audiences to recognize and critically assess the media’s portrayal of alcohol consumption.
The ads will air on popular channels such as tvN and Mnet throughout the month and will also be accessible via the Ministry of Health and Welfare’s YouTube channel and social media platforms. This initiative represents a broader strategy by the government, aiming to collaborate with health organizations and associations to foster a deeper understanding of responsible drinking and reduce alcohol-related harm in society.
Note: The image is for illustrative purposes only and is not the original image associated with the presented article. Due to copyright reasons, we are unable to use the original images. However, you can still enjoy the accurate and up-to-date content and information provided.
