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{{Short description|Undisclosed advertising by Korean YouTubers}}
The '''2020 Korean YouTube backdoor advertising controversy''' refers to the practice of undisclosed or 'backdoor' advertising by Korean [[YouTube]]rs and [[Internet celebrity|internet celebrities]], involving the promotion of products without the disclosure of a [[Sponsor (commercial)|paid partnership]] with the suppliers of these products. The discovery of this practice led to widespread controversy and the eventual involvement of the South Korean [[Fair Trade Commission (South Korea)|Fair Trade Commission]], which imposed strict regulations on [[social media]] providers in a major crackdown. The incident also prompted calls for similar regulation in other countries, such as the United States and Japan.
[[File:180331 Kang Min-kyung at Incheon International Airport (2) (cropped).jpg|thumb| Kang Min-kyung at [[Incheon International Airport]]]]▼
▲== The beginning of the controversy ==
▲[[File:180331 Kang Min-kyung at Incheon International Airport (2) (cropped).jpg|thumb| Kang Min-kyung at Incheon International Airport]]
▲The back advertisement controversy started with stylist Han Hye-yeon (한혜연). On July 15th, a media called Dispatch investigated celebrities' YouTube back advertisements, the result being that many celebrities such as Han Hye-yeon (한혜연), [[Kang Min-kyung|Kang Min-kyung (강민경)]] were receiving products without informing their viewers.<ref>{{Cite web|last=기자|first=김지호, 송수민|date=2020-07-15|title=[단독] "내돈내산? 남돈내산!"…강민경·한혜연, 유튜브 장사의 실체|trans-title=[Exclusive] "I gave my money and I bought it? Like I bought it with other money!"... Kang Min-kyung and Han Hye-yeon, the reality of YouTube business.|url=https://www.dispatch.co.kr/2091447|url-status=live|archive-url=|archive-date=|access-date=2020-10-28|website=디스패치|language=korean}}</ref> She, who produced a video titled "I gave my money and bought it,<nowiki>''</nowiki> was heard to have received products worth tens of thousands of dollars which were featured in several videos without disclosing that these videos were sponsored.<ref>{{Cite web|last=기자|first=한상범|date=2020-08-19|title='대국민 사기극' 뒷광고의 세계|trans-title=The world of the back advertisement for “People's Scam”|url=http://www.ilyosisa.co.kr/news/articleView.html?idxno=221177|url-status=live|archive-url=|archive-date=|access-date=2020-09-28|website=일요시사|language=korean}}</ref> However, it was controversial because it did not display paid advertisements on YouTube videos.<ref>{{Cite web|last=기자|first=고재완|date=2020-07-16|title='내돈내산'의 역습…강민경X한혜연 PPL논란→비난으로 끝내선 안되는 이유|trans-title=Kang Min-kyung X Han Hye-yeon PPL controversy → The reason why criticism should not end|url=https://sports.chosun.com/news/ntype.htm?id=202007170100161160010864&servicedate=20200716|url-status=live|archive-url=|archive-date=|access-date=2020-11-02|website=스포츠조선|language=korean}}</ref>
Subsequently, prominent figures such as singer Kang Min-gyeong (강민경)
==
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.<ref>{{Cite web|last=김 |first=자아|date=2020-08-05|title=참피디 '뒷광고 폭로'에…수백만 유튜버들 줄줄이 '사과'|trans-title=Charm PD's 'back advertisement exposure'... Millions of YouTubers line up'Apologized'|url=https://news.mt.co.kr/mtview.php?no=2020080514151393611|url-status=live|archive-url=https://web.archive.org/web/20200809093819/https://news.mt.co.kr/mtview.php?no=2020080514151393611 |archive-date=2020-08-09 |access-date=2020-09-29|website=Money Today|language=korean}}</ref> However, this failed to improve public opinion, and led to significant losses in popularity among those involved,<ref>{{Cite web|last=정 |first=지원|date=5 August 2020|title="믿을 놈 하나 없네" 문복희,나름,쯔양,상윤쓰, 뒷광고 논란에 '여론 철퇴'|trans-title="There is no one to believe" 'criticism of public opinion' in controversy behind advertisement|url=http://www.joynews24.com/view/1287917|url-status=live|archive-url=https://web.archive.org/web/20201027054823/http://www.joynews24.com/view/1287917 |archive-date=2020-10-27 |access-date=2020-09-29|website=joynews24|language=korean}}</ref> with one YouTuber losing 96% of their viewership in a month.<ref>{{Cite web|last=노 |first=윤주|date=|title=구독자·조회수 급락한 유튜버들…9월부터 뒷광고 사라질까?|trans-title=YouTubers who have plunged in subscribers and views... Will back advertisements disappear from September?|url=https://decenter.kr/NewsView/1Z6Q9ZT0OP|access-date=2020-09-29|website=Decenter|language=korean}}</ref> Some YouTubers stopped uploading videos altogether, and announced their retirement from YouTube as a result of the controversy.<ref>{{Cite web|last=성 |first=소의|date=14 August 2020|title=꺼지지 않는 '뒷광고' 논란... 업계 떠나는 유튜버들|trans-title=Controversy about'back advertisement' that never ends... YouTubers leaving the industry|url=http://www.polinews.co.kr/news/article.html?no=471842|access-date=2020-11-04|website=폴리뉴스|language=korean}}</ref>
== Legal regulation ==
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. Although these laws were typically applied to business owners, internet celebrities were considered as such and were therefore subject to the same treatment under South Korean law.<ref name=":0">{{Cite web|last=차 |first=지연|date=2020-08-12|title=9월부터 유튜브 '뒷광고' 금지…공정위 "계도기간 후 처벌"|trans-title=YouTube'back advertisement' banned from September... Fair Trade Commission "penalties after the transition period"|url=https://www.yna.co.kr/view/AKR20200811153200002|url-status=live|archive-url=https://web.archive.org/web/20200812164454/https://www.yna.co.kr/view/AKR20200811153200002 |archive-date=2020-08-12 |access-date=2020-11-04|website=[[Yonhap News Agency]]|language=korean}}</ref><ref name=":3" /><ref name=":4" />
▲== Examples from other countries ==
▲When the controversy over the back advertising of influencers arose abroad, each country began taking action to end such activities. In the United States, as the controversy over the “back advertisement” of influencers continues, there is a discussion that not only advertisers but also platforms should be punished. [[Rohit Chopra]], a standing member of the [[Federal Trade Commission]] of the United States, issued a statement in February that "we need to create a bill that will hold social media platforms and advertisers that are benefiting enormously from influencer marketing."<ref>{{Cite web|last=기자|first=하선영, 장주영|date=2020-08-13|title='뒷광고' 유튜버만 잘못? 미국, 플랫폼도 처벌 추진|trans-title=Only'back advertisement' YouTubers are wrong? U.S. platforms also push for penalties|url=https://news.joins.com/article/23847455|url-status=live|archive-url=|archive-date=|access-date=2020-10-29|website=중앙일보|language=korean}}</ref> According to the legislative investigation office of the [[National Diet]] in Japan, the focus is on self-regulation, such as making guidelines in the private sector.<ref>{{Cite web|last=기자|first=박광연|date=2020-08-11|title=유튜브 '뒷광고' 뿌리 뽑기…자진 시정 우선, 규제 입법 추진|trans-title=Rooting YouTube'back advertisements'... Prioritize voluntary correction, promote regulatory legislation|url=http://news.khan.co.kr/kh_news/khan_art_view.html?artid=202008111635001&code=920100|url-status=live|archive-url=|archive-date=|access-date=2020-10-29|website=경향신문|language=korean}}</ref> In France, influencers who advertise behind the scenes are also fined up to two years in prison or 300,000 euros, while in Belgium, the authorities can forcibly delete advertising videos without advertising marks, along with fines up to 80,000 euros.<ref>{{Cite web|last=기자|first=고은이|date=2020-08-28|title=규제 사각지대 '뒷광고' 논란|trans-title=Controversy over regulatory blind spot'back advertisement'|url=https://www.hankyung.com/economy/article/2020082886411|url-status=live|archive-url=|archive-date=|access-date=2020-10-29|website=한국경제|language=korean}}</ref>
== References ==
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