A state broadcasting monitoring body said Thursday that it has recently advised a local outdoor brand not to use expressions causing prejudice toward Chinese-made products in its TV commercial.

The Korea Communications Standards Commission reviewed a TV commercial of hiking equipment producer Hahu Canada, in which phrases like “cheaper Chinese products” and “a different level from China-made products” several times.

“The commercial is likely to cause baseless distrust and discrimination about products from a specific country,” the KCSC said, citing the article 13 of related regulations. “We have recommended the company to take more care in expression.”

Under the clause, broadcasting advertisement should not use expressions that could promote discrimination or prejudice based on country, race, gender, age, job, religion, disability and region.

The regulator’s advice is an administrative measure, even though the agency can issue legal punishments for serious violations.

By Lee Ji-yoon (jylee@heraldcorp.com)