Lotte Liquor, the company behind “Chum Churum”, will take down their advertisement videos on all online sources until December 21 in accordance with the alcohol abuse prevention policies of the IRS and the Seoul Metropolitan Government.
The videos were part of a competition for the three girl group members to see who could get the most views. When HyunA’s video received over 1.9 million views, the government called for a suspension of the videos in concern over the influence the videos would have on minors. Because of the suggestive theme and content, the videos will not be available on platforms such as Youtube or other sites that are easily accessed by minors.
Because the models have a great influence on adolescents, the company will also take preventive measures, monitored by the government, to edit their videos and accessibility to be more suited for adults.
A representative of Lotte Liquor said, “It is regrettable that we have to stop the advertisements with the representatives of the girl groups who were chosen to increase the brand awareness. However, we will accommodate the policies that were set by the government with good intentions.
In addition to the suspension of the videos, Lotte Liquor will work with the government to promote healthy drinking culture in Korea.