A photo of BTS (Bangtan Sonyeondan) Jungkook wearing clothes from a company established by his older brother. Photo by Twitter capture
[Asia Economy Reporter Na Ye-eun] The complaint regarding Jungkook, a member of the globally popular group BTS, and the controversy over 'undisclosed advertising' has been closed.
Earlier in August, Jungkook wore clothes from a clothing brand during a V Live broadcast and posted photos on Twitter. It was later revealed that the clothing brand was established by Jungkook's older brother in May, and Jungkook himself was serving as an inside director of the company, leading to accusations of 'undisclosed advertising.' Subsequently, two complaints related to this suspicion were filed with the Korea Fair Trade Commission (KFTC).
On the 28th, the KFTC concluded that it was difficult to make a judgment or conduct an investigation under the 'Act on Labeling and Advertising' regarding the complaint that wearing 'Six Guys' clothing constituted undisclosed advertising.
The KFTC mandates that when advertising is done through a third party who is not the advertiser, or when recommending or encouraging the purchase or use of products or services based on personal experience, if it is for commercial purposes, and if economic compensation or profit sharing is received from the advertiser, the economic relationship must be disclosed.
However, regarding the complaint that Jungkook intentionally exposed clothing from a certain brand, the KFTC explained, "Economic compensation must be significant enough to affect the content or credibility of the post; samples and souvenirs given to an unspecified large number of people are not subject to disclosure as paid advertisements, and if an individual voluntarily creates a post, it is not problematic."
Furthermore, the KFTC stated that it is difficult to determine whether Jungkook's exposure of the brand's clothing in various media was done by the advertiser or was a voluntary act.
Regarding the complaint that Jungkook promoted a tea product from a company, it was confirmed that Jungkook mentioned drinking tea during a broadcast, but since the company name was not mentioned nor the trademark displayed, it is difficult to see it as a promotional recommendation. The tea company that released the product also provided evidence that it did not request Jungkook to advertise the product, leading to the closure of the complaint.
Meanwhile, it is known that Jungkook was registered as an inside director of his older brother's company 'Six Guys' but has since resigned.
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