The Fair Trade Commission held a meeting with the industry and field to eradicate online practices that deceive consumers.
On the 29th, the Fair Trade Commission met with major online platforms, shopping mall companies, the Korea Online Shopping Association, and the Korea Internet Companies Association at the Korea Fair Trade Adjustment Agency in Jung-gu, Seoul, to gather opinions on fostering a fair e-commerce environment.
This meeting was organized to encourage voluntary corrective efforts from businesses regarding the regulation of dark patterns related to the amendment of the 'Act on the Protection of Consumers in E-Commerce, etc.,' which has been in effect since February. Dark patterns refer to practices by e-commerce operators or telemarketers that lead consumers to make unnecessary expenditures by causing confusion through the design and operation of online interfaces.
At this meeting, the Fair Trade Commission conveyed its stance that it would respond strictly to any violations of the law, such as sequential pricing disclosures, if they are detected in the future. Sequential pricing disclosure refers to the act of a seller advertising only a partial amount of the total cost of purchasing goods, with a grace period being implemented until the 13th of next month due to the Regulatory Reform Committee's announcement that a corrective period is needed.
The Fair Trade Commission emphasized that dark patterns are not merely marketing but deceptive practices that induce consumer confusion and hinder rational judgment. Ignoring this not only undermines the fair transaction order in the market but could also destroy consumer trust in the overall e-commerce industry, prompting the industry to pay special attention.
Given the six-month preparation period, the Fair Trade Commission stated that it would respond severely and decisively to deliberate legal violations and even violations that occur due to lack of knowledge after the grace period. The commission also requested that the industry take a leading role in eradicating dark patterns by promptly restructuring the system to provide accurate information instead of inducing consumer misconceptions.
The Fair Trade Commission provided a revised Q&A document that included frequently asked questions and precautions related to compliance with the law, following the distribution of the Q&A document in February.
The Fair Trade Commission stated, "We will continue to strive to establish an online consumer environment where consumers can trust and transact."