Korea: posts written to win review contests now need ad disclosure too
The "best review" awards and review prize drawsbeauty brands love to run just got a closer look. Korea's Fair Trade Commission released revisedguidance on undisclosed endorsements on December 2, 2025.
What changed
- Reviews or recommendations posted to enter a prize draw or be picked as a top reviewerare nowexplicitly covered by disclosure duties
- An economic relationship means the advertiser gives payment, free products or discounts, or there is an employment or business tie
- The guidance is aimed at advertisers, agencies, influencers and consumers alike
What brands should check now
- Put the disclosure wording participants should use right in the contest notice
- Fix old templates that ask only for an event hashtag and skip the ad label
- Do not mix gifted-product posts with genuine purchase reviews and promote them all as "real reviews"
If you run review campaigns, how do you tell participants what to write for disclosure?
Source: Munhwa Ilbo — FTC moves to end undisclosed influencer ads, distributes revised guide
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