Late at night, Jeon Hyun-moo and BoA hosted an SNS live broadcast while visibly flushed from drinking alcohol. BoA showed physical affection towards Jeon Hyun-moo, leaning on his shoulder and touching his face. When a viewer asked about the rumored relationship between Jeon Hyun-moo and broadcaster Park Na-rae, BoA sparked controversy by saying, “Jeon Hyun-moo is too good for her.” Later, BoA apologized for her “careless words and actions” and for her “immature behavior” that might have made people uncomfortable.
Broadcasts conducted in a drunken state often lead to rough language and behavior that crosses the line. There are significant concerns about live SNS broadcasts because of the high percentage of teenage viewers, as scenes of alcohol consumption can easily be exposed to young people, potentially glamorizing or encouraging drinking.
As a result, there is a growing call for creating institutional guidelines for broadcasts featuring drinking, known as “drinking shows.” However, under current laws, SNS platforms are classified as personal media, which makes direct regulation challenging. Platforms like YouTube and Instagram do have their own guidelines, but content that simply involves “interacting with fans over a drink” is often excluded from restrictions.