9. Advertising Aspects

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General Foods
South Korea

This section provides information on regulations on advertising and if there are any restrictions or approval processes.

9.1 Applicable Advertising Regulation

There are a number of advertising legislations that should be considered in relation to advertising:

Food Labeling and Advertisement Act [1]
Food Labeling and Advertisement Act Enforcement Decree [2]
Food Labeling and Advertisement Act Enforcement Rule [3]

9.2 Specific Restrictions on Advertising

Annex 1 of the Food Labeling and Advertisement Act Enforcement Decree [2] provides specific restrictions on advertising:

Labeling or Advertising that may be perceived as Efficacious for the Prevention or Treatment of Diseases.
Labeling or Advertising that may be perceived as Medicines.
Labeling or Advertising that may be perceived as Health Functional Foods.
False or Exaggerated Labeling or Advertising.
Labeling or Advertising that Deceives Consumers.
Labeling or Advertising that Defames Other Businesses or Products.
Unfairly Comparing with Other Businesses or Products without Objective Evidence.
Labeling or Advertising that Encourages Gambling or Uses Obscene Expressions.

9.3 Advertising Approval

Only the foods specified in Article 10 of the Food Labeling and Advertisement Act Enforcement Rule [3] are subject to labeling or advertising review by the self-regulatory review organization.

However, broadcasting advertisements may have different requirements which won’t be covered in this guidebook.