NewJeans “iPhone Dance” Caution & “I Live Alone” Drinking Glorification: KCSC Sanctions Explained

On November 4, the Korea Communications Standards Commission (KCSC) gathered at the Mok-dong Broadcasting Hall in Seoul for a general meeting. In this meeting, the KCSC reviewed and decided on legal actions for 11 cases involving Korean television programs, including SBS's music show "Inkigayo." These actions reflect the KCSC’s commitment to ethical broadcasting standards, particularly concerning advertising, drinking, and sensitive topics like domestic violence.

The popular music program Inkigayo, which airs on SBS, received a formal caution from the KCSC. During a performance by NewJeans, who serve as promotional models for a well-known mobile phone brand, specific dance moves were highlighted as resembling a commercial. According to the KCSC, these movements seemed to unintentionally promote the phone brand, creating what they viewed as an inappropriate advertising effect during the performance of their song “ETA.”

The caution issued to Inkigayo underlines the KCSC's stance on indirect advertising, especially when it may unduly influence young audiences. While the program did not directly advertise the product, the subtle promotion through dance moves was considered to have crossed a line.

MBC’s "I Live Alone" Flagged for Glamorizing Alcohol

Another popular show, I Live Alone, aired on MBC and rated for audiences 15 and older, was called out by the KCSC for glamorizing drinking. The commission noted multiple instances where participants were shown drinking, with captions that read “Perfect taste of soju” and “Happiness in a full glass.” This portrayal of alcohol consumption raised concerns, as it might create a favorable impression of drinking among viewers.

The show has featured notable personalities like Park Na-rae, TWICE’s Jihyo, Kim Dae-ho, SHINee’s Key, Lee Jang-woo, and Kian84 engaging in casual drinking scenes, which the KCSC viewed as potentially problematic. The commission stated it would conduct a further review, including hearing statements from the show’s creators, before deciding on any further action.

In a final decision during the meeting, JTBC’s drama Queen of Divorce received a “recommendation” from the KCSC due to scenes of domestic violence aired during protected viewing hours. One specific scene showing a husband pulling his wife by her hair was flagged as potentially disturbing for younger viewers. The KCSC expressed concern about the impact of such scenes on families and young audiences watching the show during these hours.

The caution to Queen of Divorce is part of the KCSC’s effort to limit potentially harmful or distressing content during times when young viewers may be watching. The recommendation suggests that while such scenes may serve to highlight serious social issues, they should be aired with discretion, especially during youth-protected hours.

KCSC’s Role in Ensuring Responsible Broadcasting

The KCSC's actions reflect an ongoing effort to ensure Korean television upholds standards that prioritize the well-being and safety of viewers, particularly younger audiences. The organization regularly monitors content for issues related to advertising, substance use, and sensitive social themes, holding broadcasters accountable for the content they share.

While Inkigayo, I Live Alone, and Queen of Divorce all cater to large audiences, the KCSC’s decisions serve as a reminder that influential media carries a responsibility to depict content thoughtfully. For viewers, these actions highlight the care taken by Korean authorities to maintain quality and sensitivity in television programming.