Republic of Korea: Implemented FTC amendment to advertising guidelines for recommendations and endorsements on blogs and text-based media

On 1 December 2024, the Korean Fair Trade Commission (FTC)'s amendment to the Advertising Guidelines for Recommendations and Endorsements enters into force. This amendment introduces requirements for disclosing advertisements and endorsements in text-based media, such as blogs. It expands the scope of financial compensation or benefits that must be disclosed by endorsers or recommenders, including products, gift certificates, reward points, discounts, and direct employment by advertisers. The revised guidelines require that such disclosures be prominently placed at the beginning of the written content. Additionally, the amendment addresses emerging marketing practices, such as earning commissions through purchase links or receiving reimbursements for reviews, bringing them under the guidelines. It also explicitly prohibits ambiguous phrases such as "may receive a small fee," ensuring greater clarity and transparency in disclosures.