A revised bill of the 'National Health Promotion Act' has been passed in South Korea by the Health and Welfare Committee. The new law states that no person, celebrities and sports stars included, who are at the international age of 24 or younger can partake in promotions for alcohol.
If the law is passed, it will directly affect IU, who is currently an endorsement model for popular soju brand 'Chamisul', as her CF's will no longer be aired.
On April 23, a representative from the Health and Welfare Committee said, "The law proposed by Lee Ailesa from the Saenuri Party wishes to stop celebrities and athletes, who have a major impact on young people, and those who are internationally 24 years or younger, from endorsing alcohol."
This means that it is all right for celebrities and athletes to take part in alcohol endorsements, but no one who is 24 years or younger will be allowed to endorse alcohol. This is regarding international age and not Korean age, and affects those who are born in 1991 who have not yet turned 24.
If the bill is passed, the ban will take place in not only CF's on TV but in print advertisements as well including newspapers, posters, etc.
This bill was proposed because of figure skater Kim Yuna's endorsement of 'Hite' beer back in April 2012. As Kim Yuna is a world-renown Olympic winner, with fans of all ages including minors, it was said that her alcohol CF's would likely affect minors to want to drink alcohol.
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