Korean Marketing Issues in July 2025
Regulations, Risks & Digital Trends
Why Staying Updated on Korean Marketing Issues Matters
South Korea is one of the world’s most digitally advanced markets, and in July 2025, marketing professionals faced a wave of regulatory updates and consumer risk factors. These Korean marketing issues—ranging from new competition investigations over data fees to fines for stealth influencer marketing and platform user interfaces—reflect Korea’s growing emphasis on transparency, fair trade, and consumer protection.
For brands and agencies operating in Korea or aiming to enter the market, a proactive understanding of these changes is essential. This post examines the top five marketing issues from July 2025, explains their implications, and offers insights on how to adapt.
Lorem ipsum dolor sit amet, consectetur adipiscingThe Fair Trade Commission (FTC) launched a major investigation into major retailers—including Coupang, E-Mart, and GS25—for charging suppliers excessive “information provision fees” for access to sales data and analytics. The probe, covering over 7,600 suppliers, targets potential coercive practices. This regulatory intervention signals tighter oversight on platform-supplier relationships. Brands should review partnerships and negotiate data fee terms proactively. elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
Effective in early 2025, revised consumer protection laws prohibit dark pattern designs such as misleading pricing, hidden memberships, and forced opt-ins. On July 29, the FTC conducted on-site inspections of e-commerce platforms to enforce compliance. Marketers and UX designers in Korea must audit their user flows to avoid deceptive UI elements and non-consensual subscription mechanisms.
In late March 2025, Kakao Entertainment received a ₩390 million ($290K) fine and corrective order for operating undisclosed promotional social media channels and community posts over eight years, misleading consumers into believing the content was organic user comments. Nearly 2,353 posts over 15 SNS platforms lacked proper disclosure. This case underscores that partial compliance is not sufficient—brands must ensure complete transparency in influencer and community marketing.
The commission also opened inquiries into online ad agencies accused of deceptive contract terms—such as hidden cancellation fees up to 74%, false performance guarantees, and impersonating authorities. As signs of increased oversight, these probes demonstrate the importance of clarity and consumer protection in B2B agreements. Brands should vet agencies thoroughly and insist on transparent, enforceable deliverables.
In June, Coupang Play introduced South Korea’s first ad-supported streaming tier, available to all users. With over 8 million users now exposed to native in-app ads, marketing opportunities are expanding beyond traditional e-commerce and social platforms. Marketers should consider integrating content, commerce, and streaming strategies to leverage this emerging format.
Korea’s Marketing Landscape Demands Transparency & Agility
The issues emerging in July 2025 reflect Korea’s evolving regulatory environment—now grounded in enforcing ethical marketing practices, fair trade principles, and enhanced consumer protection. From UI compliance to influencer disclosures and agency contract norms, brands and marketers must adapt quickly to remain compliant and credible.
These developments signal that understanding Korean marketing issues is not a matter of risk avoidance—it’s about earning consumer trust and building a future-proof presence in one of Asia’s most sophisticated digital markets.
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