Karina's beer commercial shoot sparked controversy unexpectedly?
For a long time, the Korean alcohol industry, for reasons such as not wanting to influence teenagers to drink, has made an effort not to use idols under the age of 24 as advertising models. Moreover, the National Assembly currently also retains related legislation.
However, according to Korean media reports, Lotte Chilsung's new product set to launch on the 21st has once again faced criticism for featuring Karina, a member of the girl group aespa. Currently 23 years old, the choice of such a popular idol among adolescents as a spokesperson has led to a fair amount of backlash, not just due to age concerns.
Although Karina is now of legal age and there is no legal issue with her serving as a spokesperson for alcohol advertisements, the industry has always tried to avoid using artists under the age of 24, or artists who have a significant influence on teenagers, as advertising representatives.
Just like in 2015, the then 22-year-old singer IU once served as the spokesperson for a soju advertisement, which unexpectedly sparked controversy. The National Assembly even proposed to amend the law to prevent celebrities under the age of 24 from participating in alcohol-related advertisements, an act that came to be known as the "IU Law." However, the bill, due to its unconstitutionality, was ultimately not passed and remains on hold.
According to South Korean media actual interviews with alcohol brands, like OB Beer and HITE Jinro are currently not using endorsers who are under 24 years old. For instance, the model for OB Beer is singer and actress Suzy (29 years old), for HITE's Jinro soju it's singer IU (34 years old), Kelly Beer is represented by actor Son Sukku (40 years old), and TERRA beer by actor Gong Yoo (44 years old).
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