9. Advertising Aspects

Beers, RTDs, Whisky
South Korea

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

9.1 Applicable Advertising Regulation

General Food

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]

Category

Alcoholic drinks

The category of “Alcoholic drinks” should comply with "General Food" above. Additionally, the following applies:  

• Enforcement decree of the National Health Promotion Act [4]

Product

1) Beer

Same as "Category" (alcoholic drinks) above.

2) Ready-to-drink beverages (mainly Chuhai) 

Same as "Category" (alcoholic drinks) above.

3) Whisky

Same as "Category" (alcoholic drinks) above.

9.2 Specific Restrictions on Advertising

General Food

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

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

Category

Alcoholic drinks

The category of “Alcoholic drinks” should comply with "General Food" above. Additionally, the following applies: 

Annex 1 of the Enforcement decree of the National Health Promotion Act provides the following restrictions in relation to alcoholic drinks [4]:

1. Do not excessively glorify alcohol consumption.
2. Do not broadcast advertisements for alcoholic beverages with an alcohol content of 17% or higher.
3. Do not use songs in advertisements to promote the sale of alcoholic beverages.
4. Do not broadcast advertisements in any of the following cases: 
   1. Television, data broadcasting, mobile multimedia broadcasting under the Broadcasting Act, and internet multimedia broadcasting under the Internet Multimedia Broadcasting Act from 7 AM to 10 PM. 
   2. Radio broadcasting under the Broadcasting Act from 5 PM to 8 AM the following day, and from 8 AM to 5 PM before and after programs targeting minors.
5. Do not screen advertisements before or after movies classified under Article 29, Paragraph 2, Subparagraphs 1 to 3 of the Promotion of Movies and Video Works Act in cinemas.
6. Do not advertise in the following facilities, places, or events: 
   1. Public transportation vehicles and facilities under Article 2, Subparagraphs 2 and 3 of the Promotion and Use of Public Transportation Act. 
   2. Cars used for taxi transportation business under Article 2, Subparagraph 1 of the Development of Taxi Transportation Business Act, or places or zones where passengers board, alight, or wait for such cars. 
   3. Events targeting minors under Article 2, Subparagraph 1 of the Youth Protection Act.
7. Do not use wall signs or rooftop signs under Article 3, Paragraph 1, Subparagraphs 1 and 5 of the Enforcement Decree of the Act on the Management of Outdoor Advertisements, etc., and Promotion of Outdoor Advertising Industry to display video advertisements from 7 AM to 10 PM. However, this does not apply to cases where a person who has obtained a license to manufacture alcoholic beverages under Article 3 of the Liquor License Act advertises their own alcoholic beverages using signs at the manufacturing facility.

Product

1) Beer

There is no specific restriction for advertising “Beer”. It follows the "Category" (alcoholic drinks) above.

2) Ready-to-drink beverages (mainly Chuhai) 

There is no specific restriction for advertising “Ready-to-drink beverages”. It follows the "Category" (alcoholic drinks) above.

3) Whisky

As mentioned for the "Category" of alcoholic drinks above, the following also applies to whisky: It is likely to have an alcoholic content of 17% or higher, so it is restricted from broadcast advertisements. 

Do not broadcast advertisements for alcoholic beverages with an alcohol content of 17% or higher. [4]

9.3 Advertising Approval

General Food

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.

Category

Alcoholic drinks

Same as "General Food" above.

Product

1) Beer

Same as "Category" (alcoholic drinks) above.

2) Ready-to-drink beverages (mainly Chuhai) 

Same as "Category" (alcoholic drinks) above.

3) Whisky

Same as "Category" (alcoholic drinks) above.

9.4 Other Notes or Requirements for Advertising

None.

9.5 References

1. The Act on the Labeling and Advertising of Foods, etc. (Food Labeling and Advertising Act) revised on 18 Mar 2025

https://www.law.go.kr/LSW/lsInfoP.do?lsiSeq=269957&ancYd=20250318&ancNo=20826&efYd=20250919&nwJoYnInfo=N&efGubun=Y&chrClsCd=010202&ancYnChk=0#0000

2. Food Labelling and Advertising Act Enforcement Decree – revised on 2 Jul 2024

https://www.law.go.kr/LSW/lsInfoP.do?lsiSeq=263549&ancYd=20240702&ancNo=34663&efYd=20240703&nwJoYnInfo=Y&efGubun=Y&chrClsCd=010202&ancYnChk=0#0000

3. Food Labelling and Advertising Act Enforcement Rule – revised on 30 Dec 2024

https://www.law.go.kr/LSW/lsInfoP.do?lsiSeq=267855&ancYd=20241230&ancNo=02004&efYd=20260101&nwJoYnInfo=N&efGubun=Y&chrClsCd=010202&ancYnChk=0#0000

4. Enforcement Decree of the National Health Promotion Act – issued on 26 Nov 24

https://www.law.go.kr/LSW/lsInfoP.do?lsiSeq=266553&ancYd=20241126&ancNo=35019&efYd=20241126&nwJoYnInfo=Y&efGubun=Y&chrClsCd=010202&ancYnChk=0#0000