Republic of Korea: Internet and Security Agency published revised guidance on user consent requirements for advertising communications under Information and Communications Network Act

On 4 March 2026, the Korea Internet and Security Agency, together with the Korea Communications Commission, published a revised guidance on the Information and Communications Network Act concerning the prevention of illegal spam. The guidance is intended for businesses and other organisations that send advertising information, and it clarifies the interpretation of the consent requirements for advertising communications. It states that ambiguous expressions such as “benefit notification” or “information provision” cannot be used when requesting consent to receive advertising messages and that users must be clearly informed that they are consenting to advertising communications. It also states that senders must not require complex procedures, such as login steps, when users refuse app push advertising notifications. In addition, notifications concerning the issuance or expiry of coupons, mileage or reward points provided unilaterally are considered commercial advertising and therefore require explicit prior consent.