Republic of Korea: Fair Trade Commission issued ruling against Coupang with fine of KRW 2.5 million over deceptive dark patterns

On 15 October 2025, the Korea Fair Trade Commission (KFTC) issued a ruling against Coupang Inc. with a fine of KRW 2.5 million for deceptive practices breaching the Act on Consumer Protection in Electronic Commerce. The ruling applies to Coupang’s e-commerce and subscription service activities, particularly the Wow Membership programme. The Commission found that Coupang used dark patterns to induce existing members to consent to a subscription price increase by manipulating button placement and payment interfaces. The KFTC issued a corrective order, and Coupang has since adjusted its interface and allowed users to review or withdraw consent.