[2025 Audit] Fair Trade Chief: "Coupang Self-Preferencing Must Be Included in Online Platform Act"

Joo Byungki, Chairman of the Fair Trade Commission, responding. Photo by Yonhap News

On October 28, Joo Byungki, Chairman of the Fair Trade Commission, announced that provisions regulating "self-preferencing" practices-such as the manipulation of search rankings by Coupang-would be prominently reflected in the legislation of the Online Platform Act.

During a parliamentary audit by the National Assembly’s Political Affairs Committee on the same day, Chairman Joo responded to Democratic Party lawmaker Kim Namgeun’s remarks on the need for legislative measures to prevent Coupang’s alleged search ranking manipulation, stating, “It is essential that this be a key part of the Online Platform Act.”

The Fair Trade Commission previously imposed a fine of 162.8 billion won on Coupang for favoring its own products by, for example, placing them at the top of search results. An investigation by the Fair Trade Commission found that Coupang disadvantaged third-party sellers by excluding their intermediary products and instead exposing Coupang’s own directly purchased Rocket Delivery products at the top of search results.

When Assemblyman Kim pointed out, “There does not seem to be any tangible progress on the Online Platform Fairness Act. A decisive moment is needed,” Chairman Joo replied, “The Fair Trade Commission will provide maximum cooperation so that the National Assembly’s legislation can proceed without delay.”

He also stated that the Fair Trade Commission is preparing its own proposal and pushing for legislation to address concerns such as the need for a cap on platform-related fees, a maximum settlement period, and granting collective bargaining rights to third-party sellers to prevent unilateral changes to transaction terms.

Chairman Joo agreed with People Power Party lawmaker Lee Yangsoo’s point that “in the past five years, large business groups have failed to disclose major management matters in accordance with the Fair Trade Act and have been fined a total of 4.6 billion won,” saying, “I consider this a very serious problem.”

He added, “We are seeking ways to strengthen penalties by treating repeated violations as aggravating factors. We will start by revising the public notice, and if necessary, will consider amending the law.”