'Gyeondisyeo' 'Hwakkkeunda'... Drinking buddies that drinkers always have, no more betrayal now? [News Seolcham]

(40) "Hangover Relief" Cannot Be Sold Without Proof
Must Undergo Human Application Tests to Obtain Scientific and Objective Evidence
MFDS to Enforce Labeling and Advertising Regulations Starting Next Year

Editor's Note'Seolcham' is a newly coined term meaning to refer to detailed explanations. In [News Seolcham], we aim to pinpoint and explain in more detail the parts of the news that require fact-checking or further explanation.

There is news that might feel like a betrayal to those who have relied on hangover remedies to overcome hangovers after heavy drinking. Until now, there have been no standards for labeling and advertising the hangover relief functionality of products in Korea, allowing some products that have not undergone human application tests to be openly sold as 'hangover remedies.' Starting January 1 next year, the Ministry of Food and Drug Safety (MFDS) will strengthen regulations on labeling and advertising related to 'hangover relief' functions, and businesses wishing to use expressions such as hangover relief must secure scientific evidence.

Shin Dong-yup, currently hosting the YouTube entertainment show "Jjanhan Hyung."
[Photo by "Jjanhan Hyung Shin Dong-yup" video capture]

Hangover remedies have been loved by drinking enthusiasts. People consume hangover remedies believing that they not only alleviate hangover symptoms such as headaches, diarrhea, loss of appetite, and vomiting after drinking but also help the liver detoxify alcohol. However, some hangover remedies were 'general foods' that had not been recognized by the MFDS for hangover relief functionality. Most products purchased by general consumers at convenience stores and supermarkets fall into this category.

The MFDS has stipulated that from January 1 next year, only products that have specifically proven hangover relief functionality can display related labels and advertisements. The related draft notice was administratively announced in December 2019, and a grace period of five years was applied to allow manufacturers to secure scientific evidence. Therefore, companies holding hangover relief products must conduct human application tests on raw materials or finished products related to hangover relief functionality by the end of this year. According to the MFDS's 'Guidelines for Human Application Tests for Hangover Relief Labeling and Advertising Verification,' only when objective and scientific data are obtained through human application tests or qualitative literature reviews of human application test results can the expression 'hangover relief' be displayed or advertised on the product.

What Changes in Hangover Relief Labeling and Advertising Regulations?

Previously, to use the expression 'hangover relief' on general foods, objective evidence was required. According to Article 8 of the Act on Labeling and Advertising of Foods, only when the hangover relief effect can be demonstrated through literature reviews or similar means was the 'hangover relief' label permitted. However, starting next year, the manufacturer's own data and evidence will not suffice; the efficacy must be proven through human application tests recognized by the MFDS.

Evaluation indicators will also be specified. They include ▲questionnaires to assess the degree of hangover ▲blood alcohol (ethanol) concentration ▲blood acetaldehyde concentration, all considered to observe physiological and biochemical changes after alcohol intake. Additionally, liver function indicators and antioxidant markers will be used as reference indicators.

Even for products already using such labeling and advertising, if they wish to continue these into next year, they must do so according to the review results of the Korea Food Industry Association. When renewing products that have completed human application tests, retesting is required only if the main ingredients have changed. Imported products must also secure scientific data through human application tests or literature reviews of human application test results, just like domestic products.

The MFDS expects that this regulation will secure a sound trading order for foods related to hangover relief and protect consumers from unfair labeling and advertising. The MFDS had previously attempted to strengthen regulations on general foods advertising functionalities such as 'hangover relief.' In 1998, the MFDS tried to regulate phrases like 'before and after drinking' and 'hangover relief' on general foods.

However, the Constitutional Court ruled such regulations unconstitutional, citing violations of business freedom, freedom of expression, and property rights, effectively nullifying the regulation. In March 2000, the Constitutional Court stated, "If labeling indicating hangover relief effects on foods is prohibited despite such effects existing, it deprives the public of opportunities for hangover relief," and "It also results in blocking research and attempts to develop better hangover relief foods, thus violating business freedom and advertising freedom excessively."

The Growing Hangover Remedy Market... Diversification in Formulations and Marketing

As the new regulations raise entry barriers in the hangover remedy market, there is a growing possibility that the market will be reorganized around products with proven efficacy. According to market research firm NielsenIQ Korea, last year the domestic hangover remedy market size was about 350 billion KRW, a roughly 30% increase compared to 267.8 billion KRW in 2019.

Pharmaceutical companies that previously targeted middle-aged men as the main market for hangover remedies and released products in beverage or pill forms are now diversifying formulations into sticks, jelly, films, and mixed drinks to capture the younger generation's interest.

Daewoong Pharmaceutical recently launched 'Energycissle Perfect Shot Sen,' a mixed drink combining pills and liquid, and Dong-A Pharmaceutical introduced the dual-form hangover remedy 'Morning Care Press On.' Dongkook Pharmaceutical was the first in the industry to release an oral dissolving film type hangover remedy 'Easy Smart' and is currently selling the chewable gummy type 'Easy Smart Gummy Chew.' Chong Kun Dang also launched the jelly-type hangover remedy 'Kkaenoni Stick' followed by the dual-form hangover remedy 'Kkaenoni Thank You Shot,' which allows simultaneous intake of pills and drinks.

Marketing strategies targeting younger consumers are also diversifying. Bio venture LS Bio is promoting the hangover remedy 'Hwakkaesu' in collaboration with Shin Dong-yup's YouTube channel 'Jjanhan Hyung,' and HK Innoen is cleverly expanding its connection with the MZ generation by showcasing flirting methods using the hangover remedy 'Condition' on the YouTube channel 'Kader Jeongwon.'