The Korea Fair Trade Commission imposed a fine on P&G Korea, cosmetics maker of SK-II, for uploading advertisement as if they are product reviews.
According to the KFTC on Thursday, P&G Korea posted advertisements of SK-II facial treatment essence on multiple online blogs from July to September in 2013 and did not reveal that they are paid commercials. The antitrust watchdog imposed a fine of 108 million won on the company.
The comments were made as if users wrote them based on their real experiences although the company paid them for the advertisements.
KFTC said it caught 116 blogs where the firm’s advertising agency endorsed SK-II products without mentioning the writer’s identity when users ask for the recommendation of skin care products.
