2020 Korean YouTube backdoor advertising controversy

This discovery led to widespread controversy and the eventual involvement of the South Korean Fair Trade Commission, which imposed strict regulations on social media providers in a major crackdown.

[6] YouTubers such as mukbang food reviewers Tzuyang (쯔양), Embro (엠브로), Moon Bok-hee (문복희), and Hamji (햄지) publicly apologised for their actions by admitting to their use of undisclosed advertising.

[11] On August 24 2020, Chairman of the FTC Cho Seong-wook met with prominent individuals and internet celebrities at the Chamber of Commerce and Industry in the Jung District of Seoul, which resulted in the implementation of strict regulations on social media platforms (including YouTube) in order to crack down on the practice of 'backdoor' advertising.

[14] The regulations required internet celebrities to clearly disclose instances of advertising and paid sponsorships as well as associated payments, and prohibited ambiguous phrases such as 'experience group' and 'thanks to'.

Contravention of these regulations would be met by significant legal and financial penalties, including up to two years in prison and fines of up to 150 million won.