Republic of Korea: Fair Trade Commission opened consultation on draft amended guidelines for review of deceptive labeling and advertising

On 19 June 2025, the Korea Fair Trade Commission opened a public consultation on the draft amended guidelines for review of deceptive labelling and advertising until 9 July 2025. The proposal broadens the scope of deceptive advertising to include the concealment of consumer safety information, requiring companies to disclose potential risks and avoid marketing unverified safety claims. The draft introduces disclosure requirements aimed at digital marketing. Social media advertisements must clearly indicate the advertiser’s identity and any compensation arrangements. Influencers must disclose if they receive benefits such as money, gift certificates, commissions, points, or free products. Companies managing their own social media accounts may not present content as independent endorsements, and advertising agencies working with influencers must disclose payment details. The draft also addresses digital service promotions. Mobile providers advertising data speeds must provide information on usage conditions, environmental limitations, and actual performance. Internet sellers are prohibited from using misleading urgency tactics, such as falsely claiming limited-time offers. Additional provisions apply to traditional retail advertising. Promotions that require consumers to share personal data for third-party use must disclose this condition. Any claims about product rankings must include the methodology and time period. Insurance advertisements must clarify restrictions on coverage and any waiting periods. The guidelines introduce criteria for determining whether omitted information could significantly affect consumer decisions, lead to misunderstanding, or undermine informed choices.