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== 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=김 |first=민지|date=2020-08-08|title=유튜브 뒷광고가 도대체 뭐길래?|trans-title=What is the YouTube back ad?|url=http://biz.heraldcorp.com/view.php?ud=20200808000017|url-status=live|archive-url=https://web.archive.org/web/20200810021824/http://biz.heraldcorp.com/view.php?ud=20200808000017 |archive-date=2020-08-10 |access-date=2020-11-02|website=헤럴드경제|language=korean}}</ref><ref>{{Cite web|last=김 |first=현덕|date=2020-07-21|title="참PD 입니다. 유튜버 광고 생태계에 대해 폭로하겠습니다"|trans-title=This is Charm PD. I will expose the YouTube advertising system.|url=https://www.wikitree.co.kr/articles/554223|access-date=2020-09-28|website=위키트리
== Impact on YouTubers ==
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== 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=윤 |first=지혜|date=2020-09-24|title=인플루언서, 공정위 만나 '뒷광고' 근절 약속|trans-title=Influencer meets Fair Trade Commission and promises to eradicate 'back advertisements'|url=http://www.inews24.com/view/1302217|url-status=live|archive-url=https://web.archive.org/web/20201014032313/http://inews24.com/view/1302217 |archive-date=2020-10-14 |access-date=2020-11-04|website=inews24|language=korean}}</ref> 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, Seoul|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.<ref name=":3">{{Cite web|last=강 |first=종민|date=2020-09-24|title='뒷광고' 논란 후 유튜버 만난 조성욱 "적응 기간 이후 법 엄정 집행"|trans-title=Jo Sung-wook meets YouTuber after'back advertisement' controversy "Strict law enforcement after adaptation period"|url=https://www.newsis.com/view/?id=NISX20200924_0001178211|access-date=2020-09-29|website=[[Newsis]]|language=korean}}</ref><ref name=":4">{{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=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" />
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== 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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