Korea Game Advertising Compliance: KFTC Enforcement and GSOK Standards

Game marketing creates legal risk when advertising claims do not match the actual product. In Korea, the KFTC enforces consumer-protection laws, while GSOK operates an industry self-regulatory framework. Publishers should ensure that claims such as “Ad-Free,” “No Ads,” and “100% Free” accurately describe the user experience.

KFTC Enforcement and GSOK Self-Regulation

The KFTC is a government authority that can investigate violations and impose corrective orders and administrative fines.

GSOK is an industry self-regulatory organization. Its Game Advertising Self-Regulation Committee develops standards, monitors advertisements, and conducts reviews.

A GSOK review is not the same as a KFTC enforcement action. However, both systems reflect the same principle: game advertising should not mislead users about gameplay, monetization, rewards, or paid services.

The Soul Strike “Ad Removal” Case

In September 2025, the KFTC announced corrective orders and administrative fines against three online game companies for providing false or misleading information about game items.

Com2uS Holdings received an administrative fine of KRW 7.5 million in connection with information provided in Soul Strike and Zenonia.

In Soul Strike, the “Permanent Ad Removal Package” and “30-Day Ad Removal Package” were presented as removing all advertisements. However, only video advertisements were removed. Promotional pop-ups continued to appear when users accessed the game.

The KFTC determined that the difference between the advertised scope and actual functionality constituted misleading consumer information.

The broader lesson is clear: information used to promote or sell an in-game product must match how the product actually operates.

What the Case Means for “Ad-Free” Claims

The KFTC did not create a separate rule applying only to the term “Ad-Free.” It applied existing consumer-protection requirements because the product description did not match the service delivered.

Users may reasonably understand “Ad-Free” or “No Ads” to mean that all forms of advertising will be removed. If only certain formats are removed, that limitation should be clearly disclosed before purchase.

For example:

• Potentially misleading: “Permanent Ad Removal”
• Clearer: “Permanently Removes Rewarded and Forced Video Ads”
• Additional disclosure: “Promotional notices and in-game event pop-ups may still appear”

The wording must reflect the actual game design. Publishers should not claim “No Forced Ads” if users may still be required to view advertisements during gameplay.

Applying the Same Principle to “100% Free”

Claims such as “100% Free” may also create risk when a game contains paid content, subscriptions, or other monetization features that are not clearly explained.

Optional in-app purchases do not automatically make every use of the word “free” misleading. However, the advertisement should identify what is free.

Clearer alternatives may include:

• “Free to Download”
• “Free to Play with Optional In-App Purchases”
• “No Purchase Required to Access the Base Game”
• “Free Trial Available”

How GSOK’s Standards Apply

GSOK’s standards apply to game advertisements distributed in Korea, including social media ads, app-store materials, influencer content, and in-game promotions. Marketing should not misrepresent gameplay, rewards, pricing, or product functionality.

Pre-Launch Advertising Checklist

Before launching a Korean campaign:

1. Define every claim: Identify any exceptions to terms such as “free,” “guaranteed,” “unlimited,” or “ad-free.”
2. Test the live product: Confirm that advertisements, purchases, rewards, and gameplay work as described.
3. Check every user-facing location: Review creatives, store pages, landing pages, in-game stores, purchase screens, and customer-service responses.
4. Name the covered ad formats: If a package removes only video, rewarded, banner, or forced ads, state that scope clearly.
5. Preserve evidence: Maintain screenshots, approved copy, campaign versions, and product specifications.
6. Review after updates: Recheck advertisements whenever monetization, rewards, interfaces, or ad formats change.

Platform Approval Does Not Guarantee Korean Compliance

Approval by Google, Apple, Meta, or another platform does not guarantee compliance with Korean law or GSOK’s standards. Global campaigns should therefore undergo a separate Korea-specific review.

TheGameAgent supports global game publishers with Korean advertising reviews, probability-disclosure checks, and regulatory response support.

For related risks, see Korea’s Zero-Tolerance Era: Why Probability Errors Are Now Business-Critical.

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