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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
== Beginning of the controversy ==
[[File:180331 Kang Min-kyung at Incheon International Airport (2) (cropped).jpg|thumb| Kang Min-kyung at [[Incheon International Airport]]]]
On 15 July 2020, Dispatch, a Korean media organisation, reported that prominent Korean internet celebrities such as Han Hye-yeon (한혜연) and [[Kang Min-kyung|Kang Min-kyung (강민경)]] were involved in the process of undisclosed or 'backdoor' advertising, where products were promoted without the disclosure of a paid partnership.<ref>{{Cite web|
Subsequently, prominent figures such as singer Kang Min-gyeong (강민경) and YouTuber 'Charm PD' (참피디) also revealed their involvement in this practice. The latter would also publicly reveal that several other prominent Korean YouTubers were similarly involved, which served to greatly increase the scale of the controversy.<ref>{{Cite web|last=
== Impact on YouTubers ==
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=
== Legal regulation ==
The growing scale of the controversy led to the official involvement of the South Korean Fair Trade Commission (FTC).<ref>{{Cite web|last=
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=
== Impact on other countries ==
The strict response by the South Korean FTC prompted calls for similar measures abroad, with the [[Federal Trade Commission]] of the United States issuing a statement in February 2021 calling for the implementation of similar regulations.<ref name=":1">{{Cite web|
== References ==
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==External links==
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{{DEFAULTSORT:Korean YouTube backdoor advertising controversy
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