South Korea considers restricting on-screen alcohol to protect young people

In South Korea, a debate is growing over the portrayal of alcohol in the media. Elected officials and health professionals are calling for stricter regulation, particularly to protect young viewers from what they consider excessive exposure.

Several recent studies have been conducted in South Korea. All show a notable increase in scenes of alcohol consumption in the country's media. The Korea Institute for Health Promotion, which is part of the Ministry of Health, analyzed the most popular television programs and series over the past five years. The result: nine out of ten programs contain at least one scene depicting alcohol.

Of the 556 most-watched TV shows, 488 feature characters or guests holding a drink at some point. The study also highlights a notable shift: between 2019 (before Covid) and 2023, the number of drinking scenes in dramas and shows nearly tripled.

Health professionals also point to an even higher frequency on streaming platforms such as YouTube or Netflix . On average, these contents display three scenes of alcohol consumption per episode. Some formats, called “sool bang,” are even built around this practice: hosts welcome K-pop or film celebrities for intimate exchanges, often accompanied by drinks. The audience then feels a greater closeness to the guests.

In South Korea, an authority equivalent to ARCOM, the Communications Standards Commission, oversees broadcast content. There is no strict ban on on-screen alcohol consumption, but producers are encouraged to limit scenes that glorify its consumption. These include sequences depicting alcohol as a source of relief, contentment, or a solution to problems. The commission can issue warnings to programs that violate this rule. Stronger penalties are also available, but they are rarely enforced.

Some elected officials want to go further. Parliamentarian Nam In-soon has particularly taken a stand on the issue. She advocates for tougher rules on television, but especially for increased oversight of streaming platforms, which currently operate in a regulatory limbo. Among her proposals is the idea of ​​banning those under 15 from viewing shows or interviews where celebrities appear with a glass of alcohol, particularly on YouTube.