BTS’s Jungkook Unlikely To Be Found Responsible For Under-The-Table Advertisement, According To The South Korean Fair Trade Commission
Following the recent report filed against BTS‘s Jungkook, the South Korean Fair Trade Commission commented on the unlikelihood of the idol being found responsible for any under-the-table advertisement.
In September, Jungkook found himself involved in an under-the-table advertisement (or dwit-gwanggo) allegation after being seen dressed in a shirt sold by his older brother’s newly-launched brand Graffiti On Mind. Some Koreans raised questions, accusing Jungkook of violating fair and free trade by not explicitly stating that he is endorsing the product appearing in his social media content.
Eventually, one Korean filed an official report with the Fair Trade Commission against Jungkook—requesting that the commission looks into how the brand may have seen “an unimaginable rise in the profits” by Jungkok “giving the brand frequent exposure.”
Six6uys launched the clothing brand, Graffiti On Mind, in early September this year and Jungkook wore the brand’s shirt on the broadcast. A few days later, he wore the same shirt in a different color in a selfie uploaded to Twitter and Weverse. BTS is a top boy group that represents South Korea, with an astronomical status and influence. Even if Jungkook did not personally share a review of the product or ask his fans to buy it after uploading the photo to social media, he could see an unimaginable rise in the profits simply by giving the brand frequent exposure. As such, this could detriment a fair and free market—which is something that the Fair Trade Commission strictly prohibits. I request that the commission looks into the matter thoroughly.
— The Person Filing The Report
In an interview with the Korean media Hankyung, a Fair Trade Commission representative explained that—based on the details revealed thus far—there lacks the “intention” to manipulate the profits and therefore, “it is unlikely for Jungkook’s action to be defined as an under-the-table advertisement.”
Based on the details revealed thus far, it is unlikely for Jungkook’s action to be defined as a manipulative, under-the-table advertisement. ‘The intent to deceive’ constitutes an under-the-table advertisement. The commission will further verify the facts, but if Jungkook has not spoken about the shirt in question, then the commission will not perceive his action [of wearing the shirt] as having an intent to deceive.
— Fair Trade Commission Representative
Regarding the claim that Jungkook has been “detrimental to a fair and free market by exposing the brand and gaining profit,” the representative commented that, while the Fair Trade Commission does consider multiple checkpoints to determine whether an action is in fact in violation of the policies in place, Jungkook wearing an outfit hardly equates to a violation.
It does not seem Jungkook has violated any of the Fair Trade Commission’s policies simply by wearing the shirt.
— Fair Trade Commission Representative
