Korean Marketing Issues in July 2025 : Regulations, Risks, and Key Trends
Why Korean Marketing Issues Matter More Than Ever
South Korea is widely recognized as one of the world’s most digitally connected and trend-sensitive markets. From its hyper-active e-commerce scene to influencer-driven campaigns and cutting-edge mobile adoption, Korea often serves as a bellwether for digital marketing innovation across Asia. However, along with rapid innovation comes an equally agile regulatory environment. And in July 2025, a series of developments sent strong signals to both domestic and international marketers about what’s changing—and what’s no longer acceptable.
This month, Korean marketing issues have ranged from increased government scrutiny over e-commerce UI design and supplier data fees, to fines for undisclosed influencer promotions and questionable agency contracts. In parallel, media consumption is shifting again, with new advertising models emerging through platforms like Coupang Play.
These are not isolated incidents. Rather, they highlight how the Korean government is stepping up efforts to protect consumers, ensure transparency, and hold both local and global companies accountable. For marketers operating in or entering the Korean market, being reactive is no longer enough. A proactive understanding of regulatory risk, digital ethics, and platform behavior is now essential.
In this report, we’ll break down the most significant marketing developments in Korea during July 2025—what happened, why it matters, and what marketers should take away from it.
South Korea’s Fair Trade Commission (FTC) began a landmark investigation in July into prominent retailers—including Coupang, E-Mart, and GS25—that charge “data service fees” to suppliers for sales analytics and platform insights. The FTC has questioned whether these charges are fair, or if they unfairly profit from suppliers lacking bargaining power. This move reflects a broader regulatory shift toward greater transparency in platform-supplier relationships. Brands and marketers working with Korean retail channels need to review fee agreements and ensure fair terms.
Effective February 14, 2025, six types of dark patterns—such as hidden renewals, drip-pricing, misleading interfaces, and obstructed cancellations—were banned under revised E-Commerce Act enforcement rules. On July 29, the FTC conducted on-site audits of major e-commerce operators to assess compliance. Platforms are now liable for fines and potential business suspension if dark patterns persist. For marketers and UX designers in Korea, these changes require proactive audits and interface redesign to meet legal standards.
In March 2025, the FTC imposed a fine of ₩390 million (~$290k USD) on Kakao Entertainment for “stealth marketing.” The company promoted music through covert social media channels and employee-operated posts in online communities—without disclosing financial interest. Over 2,300 posts via 15 SNS channels and 37 community posts were found to have concealed their corporate origin. The ruling emphasized that masking advertising as organic content violates fairness standards and damages consumer trust.
In early July, the FTC opened an investigation into online advertising agencies accused of deceptive contract practices—such as hidden cancellation penalties (up to 74%), unrealistic performance guarantees, and impersonating officials during pitches. This signals that agency agreements will receive closer legal scrutiny in Korea. Brands should carefully review terms, demand transparent fee structures, and validate agency claims. No agency should operate without accountability or clear deliverables.
In June 2025, Coupang Play unveiled Korea’s first ad-supported free streaming tier, accessible to all members—not just subscribers. With an install base of over 8 million users, this marks a major shift in Korea’s digital ad ecosystem. Brands now have new opportunities for in-stream ads, branded content, and cross-platform integration between e‑commerce and media. Digital marketers should explore ad formats in Coupang Play and build integrated strategies that bridge content, commerce, and streaming.
A Market That Demands Transparency and Agility
The Korean marketing landscape in July 2025 reveals a clear direction: greater accountability, stronger consumer protection, and stricter enforcement of digital ethics. From UI design audits to influencer transparency and advertising agency regulation, businesses must now operate with both strategic creativity and legal caution.
These developments are not isolated incidents but part of a broader regulatory evolution. Korea is aligning its digital market with international standards while responding to its own fast-changing consumer behaviors and platform dynamics.
For global marketers and local agencies alike, understanding these shifts is not just about compliance—it’s about building lasting credibility in one of Asia’s most sophisticated digital ecosystems. Staying informed and adaptable is no longer optional, but essential for success in the Korean market.
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