Through a plenary meeting on November 13, 2024, the Korea Fair Trade Commission (the “KFTC”) announced that it will implement its revised Guidelines on Review of Labeling and Advertisements Regarding Recommendations and Endorsements, which include improvements to the display location of economic interests in advertising posts on social media, starting from December 1, 2024.
This revision aims to address the issues identified in the operation of the existing system and to rectify significant violations verified through the KFTC’s annual monitoring of improper advertisements on social media. The main details can be found here (Link).
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Improve the disclosure of economic interests related to recommendations and endorsements in posts by requiring them to be indicated in the title or at the beginning of the content when using text-based social media.
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Specify that conditional or unclear expressions do not constitute a clear indication of economic interests.
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Specify that there is an obligation to disclose economic interests even if monetary compensation is paid conditionally in the future.
