Everywhere they go, whatever they do, the trending group NewJeans is under the spotlight. Their recent product placement (PPL) controversy exemplifies the weight of their fame.
On August 9, the Broadcasting and Communication Review Committee (BCRC) announced it is reviewing NewJeans' performance on a music show, which has caused an indirect iPhone advertisement controversy. A BCRC official mentioned, "We're continuously receiving complaints about NewJeans' indirect iPhone advertisement," adding that they would decide whether to discuss the matter further after a review.
NewJeans Under the Spotlight: iPhone Performance Raises PPL Controversy
The controversy surrounds NewJeans' 'ETA' stage performance on SBS's 'Inkigayo' aired on the 30th of last month. The members, towards the end of their performance, took out an iPhone 14 Pro and showcased a segment where they captured each other. The broadcast alternated between visuals shot from the iPhone's perspective and views of members holding the iPhones. This led to suspicions of indirect advertisement for the iPhone 14 Pro.
Regarding this, SBS 'Inkigayo' expressed surprise and clarified, "We received the stage preparation video from the agency beforehand and thought it would be an entertaining performance, never anticipating any issues." According to broadcasting regulations, PPL should not exceed 5-7% of the program's airtime, and displayed product names or brand logos must not surpass a quarter of the screen. The product should also not influence the content or composition of the show. Indeed, NewJeans' display of the phone lasted only about 20 seconds, and there was no clear brand logo shown. While the unexpected appearance of a mobile phone could raise eyebrows, it wasn't necessarily controversial.
The controversy seemed to have arisen due to NewJeans' stature, as past performances with similar themes didn't cause an issue. For instance, in 2021, the girl group Weeekly performed with iPhones during their 'After School' stage on MBC's 'Music Core', but no PPL controversies arose then. The public's perception can vary depending on a group's influence, as demonstrated here.
NewJeans Under the Spotlight: iPhone Performance Raises PPL Controversy
Pop culture critic Kang Taekyu commented, "Recently, the broadcasting industry has been actively embracing PPL within the bounds of broadcasting regulations." He added, "NewJeans' iPhone performance might seem like PPL for a product, but it doesn't cross the line. Every move by a famous girl group being scrutinized is proof of their rising fame and influence."
Currently, NewJeans is active as a model for Apple advertisements. As part of their Apple campaign, NewJeans filmed the music video for 'ETA' using an iPhone, and this process was prominently featured in Apple's advertising.
Of course, being a group with high buzz and attention means they need to tread carefully. Pop culture critic Kim Seongsu remarked, "NewJeans has established themselves as an icon in the music industry. With their rising fame, the weight of attention has grown," he further opined, "As they have become influential figures who can significantly sway fans and the public, they need to act with more caution."
