South Korea requires influencers to clearly disclose when a post or video is sponsored, and both the influencer and the advertiser can be held responsible if the disclosure is missing or unclear. The rules came from the Korea Fair Trade Commission in 2020 and shape how every influencer campaign in Korea should be briefed, contracted and checked. This guide summarizes what the press reported, what it means for a foreign brand, and how to build disclosure into a campaign. It is general information and not legal advice, so confirm current requirements with a Korean legal adviser before you launch.
What the rules say
In August 2020, the Korea Times and other outlets reported that the Korea Fair Trade Commission revised its advertising guidelines for social media from September 2020. Influencers must make it clear whether a post or video is sponsored. On Instagram and Facebook, the endorsement must show that the creator was paid or that the post is promotional, and vague wording such as “thanks to” was reported to count as non disclosure.
Platform examples
A September 2020 report said a YouTube video must state in its title that it is sponsored and carry a paid promotion banner, and that live streams must remind viewers about the paid advertising every five minutes. Platform tools and wording can change, so check the current guidance when you plan content.
Who is responsible
Reports from the time said that both individual creators and the corporate sponsors would be subject to the rules. That means a brand cannot treat disclosure as only the creator’s problem. Put it in your brief and contract.
Penalties reported
The reports gave a maximum fine of up to 500 million KRW, and one report described it as up to 2 percent of related sales or revenue or 500 million KRW. The press also noted that enforcement would begin after a grace period and that revising old posts to add disclosure could still be considered when penalties are set. Treat these figures as reported background and verify the current rules.
What this means for a foreign brand
Disclosure protects your brand as well as the creator. Undisclosed paid posts can hurt trust, which matters in a market where shoppers read reviews closely, as explained in Korean review culture. Campaigns that rely on seeded reviews, blog posts or community posts all need the same care.
How to build disclosure into a campaign
Write the requirement into the brief and the contract, give creators approved disclosure wording in Korean, ask them to place it where viewers will see it, and check each post after publication. Keep screenshots as records. Our guide on how to brief a Korean influencer shows where this fits, and the influencer marketing examples post shows the main campaign formats.
Community and blog content
The same honesty applies on Naver Blog and Cafe. Paid or gifted posts should be marked clearly, and community members should not be scripted to praise a product. See Naver Cafe explained and the influencer cost guide for how budgets are usually structured.
Where to start
Add a disclosure clause to your creator brief, prepare Korean wording, and review every post before and after it goes live. If you want a team to manage creators and compliance for you, see our influencer marketing service or the pricing page.
Frequently asked questions
Do Korean influencers have to disclose sponsored posts?
Yes. Korea Fair Trade Commission guidelines that took effect in 2020 require influencers to clearly disclose paid or sponsored content.
Who is responsible for disclosure, the influencer or the brand?
Press reports said both creators and sponsors can be held responsible, so brands should require disclosure in the brief and contract.
How should a sponsored YouTube video be marked in Korea?
A 2020 report said the video title should state that it is sponsored and a paid promotion banner should be shown, and live streams should remind viewers regularly. Check current platform rules.
What are the penalties for undisclosed sponsored content?
Reports gave fines of up to 500 million KRW, with one describing up to 2 percent of related sales. Confirm the current rules with a Korean legal adviser.
