뒷광고 사건 관련 유행어

Dwit-gwang-go Sa-geon Gwan-ryeon Yu-haeng-eo: "Dweet-gwang-go Sah-gun Gwan-ryeon Yoo-haing-uh"

This meme began to gain significant traction around August 2020. Ahead of the revised 'Guidelines for Review of Labeling and Advertising on Recommendations and Endorsements' by the Fair Trade Commission, which took effect on September 1, 2020, it was revealed that many YouTubers had been creating content without properly disclosing advertisements or sponsorships. This sparked a major social controversy, and the related terms spread widely as memes during this process.

The term "Dwit-gwang-go Sa-geon Gwan-ryeon Yu-haeng-eo" (literally, "Trendy terms related to the hidden advertisement incident") refers to memes that emerged from the criticism of YouTubers and influencers who, despite receiving advertising or sponsorship, failed to clearly inform their viewers, instead presenting content as if it were their personal opinion or "NaeDonNaeSan" (bought with my own money).

Key sub-memes include:

• Dwit-gwang-go (뒷광고): Meaning "hidden advertisement," this refers to an advertisement disguised as a genuine, unbiased review. It was criticized as an act of deceiving viewers.
• NaeDonNaeSan (내돈내산): An abbreviation for "Nae Don Jugho Nae San" (bought with my own money), this phrase emphasizes that a product was purchased and used with personal funds, without any advertising or sponsorship. After the "Dwit-gwang-go" controversy, YouTubers began to use this term more actively to stress that their content was not an advertisement.
• Ap-gwang-go (앞광고): The opposite of "Dwit-gwang-go," this is a neologism meaning "front advertisement." It refers to an advertisement that is clearly disclosed from the very beginning of the video. This term emerged after the "Dwit-gwang-go" controversy highlighted the importance of transparent advertising disclosure.

This meme was widely used across all age groups who primarily consume internet broadcasts. The incident significantly impacted both men and women, from teenagers to those over 60, who actively consume new media content, especially on YouTube, leading to the rapid spread of related terminology.

The term "Dwit-gwang-go" is used to criticize deceptive practices towards viewers. Therefore, when using it in reference to a specific YouTuber or content, it is crucial to sufficiently verify the facts. Furthermore, as of September 1, 2020, the obligation for advertising disclosure has been strengthened, making clear ad notification legally mandatory. Violations of these regulations can result in corrective orders and fines. Excessive criticism or "Noejeol" (overuse/beating a dead horse) of the term should be avoided, as it can lead to fatigue among the audience.