Anti-smoking ads to be less graphic

Television stations have rejected anti-smoking ads with graphic content at the level of those broadcast in Australia.

The Ministry of Health and Welfare considered an unprecedentedly realistic anti-smoking ad, similar to those in Australia, New Zealand and the United Kingdom.

When the hired agency contacted broadcasters with a sample ad from Australia in order to check if they would accept such a level of negativity and fear, the broadcasters weren't very enthusiastic.

The Australian ad shows a severed artery that oozes fat when squeezed.

"The advertisement would last 40 seconds, and the broadcasters said it would be difficult to show body parts for as long as the Australian ad does," said an official at the health ministry.

Reflecting feedback from the broadcasters, the agency filmed an advertisement that features a softened message. It will be aired, beginning June 26. The ministry official said that the advertisement will still be "threatening and negative" enough.

Choi You-jin, a professor at Dongguk University, said that for an agency to decide the level of fear in a public service advertisement, it should have the ad "pre-tested" by members of the public rather than broadcasters.

"I believe many Koreans now travel abroad and get to experience other countries' commercials. I wonder if broadcasters regard the public's sentiment as too tender. An anti-smoking campaign isn't unethical and does not encourage illegal activities. It is about the public interest," the professor said.

"So why do public advertisement teams at broadcasters put their interest first? The public interest should come first on deciding how graphic an ad is."

Yonhap News reported that the ad was also softened due to the mournful atmosphere since the Sewol ferry disaster. A shocking advertisement won't help improve the mood, the ministry decided, according to the news agency.

Park, a resident of Sejong City in his 40s, said that anti-smoking advertisement shouldn't be toned down.

"I don't understand why they would limit how far they can go with the anti-smoking campaign with strange excuses like the Sewol accident. Do Australians, New Zealanders and British people have two hearts to tolerate such ads?" he said.