Guidelines by Industry

1.1 Food Advertising

1.1.1 Advertisements with claims to maintain general physical health or support healthy physical condition are permitted only if they are supported with objective evidence.

• However, the said claims must not imply medicinal efficacy or be linked to the treatment of diseases.

• Advertisements claiming to deliver beyond the scope of the product’s label information are prohibited.

1.1.2 Advertisements claiming efficacy in treating diseases or that could be mistaken for pharmaceuticals are prohibited.

• Claims that expressly state the treatment, prevention and curing of a disease are prohibited.

• All misleading claims suggesting that a product delivers benefits similar to those observed in medicinal contexts are prohibited.

• Definitive claims asserting health benefits without supporting clinical evidence are prohibited.

1.1.3 Advertisements using appreciation letters/certificates/testimonials, or expressions such as order surge/recommended for groups, are prohibited.

• Expressions that imply appreciation letters, certificates, testimonials(reviews) or endorsements by medical professionals or specific organizations/institutions are prohibited.

• Expressions that are exaggerated and unsubstantiated such as nearly sold out, order surge, explosive popularity are prohibited.

• Expressions that create the appearance of an official certification or endorsement from the government or a public institution are prohibited.

1.1.4 Advertisements that have been issued corrective orders by the government and relevant departments are prohibited.

• This applies to any countries including the United States(FDA/FTC), EU(EFSA), China(SAMR), Australia(TGA/ACCC), Indonesia(BPOM) and Thailand(Thai FDA). Where a product or advertisement is subject to a sanction, corrective order, sales restriction or recall order, the execution of the advertisement may be restricted in the jurisdiction where such measure is imposed or on global pages.

• In Japan, exaggerated advertisements that may lead to misconceptions regarding the efficacy or effects of food products are strictly restricted under the Health Promotion Act and the Premiums and Representations Act.

1.1.5 Restriction of Organic or Eco-friendly Labelling

• Organic or eco-friendly labelling that are not supported by objective documentation are restricted.

1.2 Health Functional Food Advertising

1.2.1 Health functional foods refer to foods manufactured/processed using ingredients or components that have functional benefits for the human body. The advertisement must provide accurate information on the actual function of the product and must not mislead consumers or claim to offer therapeutic effects.

1.2.2 Advertising is permitted only if the following requirements are met: (If prior review is required, supporting documentation is mandatory; advertisements differing from approved content are prohibited.)

• United States: Must include a disclaimer statement.

(“These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”)

• Indonesia: Prior approval from the Indonesian National Agency of Drug and Food Control (BPOM) is required.

• Thailand: Prior approval from the Thai Food and Drug Administration (FDA) is required to advertise the efficacy, quality, or ingredients of a food product.

• China: Advertisements are permitted only for products registered with the National Medical Products Administration (NMPA) and reviewed by the State Administration for Market Regulation (SAMR). The review number must be included in the advertisement material

• European Union (EU): Health claims not approved by the European Food Safety Authority (EFSA) cannot be used in advertisements. Claims related to the prevention or treatment of specific diseases are prohibited.

• Australia (AU): Registration and authorization by the Australian Therapeutic Goods Administration (TGA) are required; claims beyond the authorized scope of efficacy/effect are prohibited.

1.2.3 All health functional food advertisements must comply with the following general principles:

• No claims of therapeutic effects: Claims related to the diagnosis, treatment, cure or prevention of disease, comparable to those of a pharmaceutical product, are strictly prohibited.

• No false/exaggerated advertisements: Claims that excessively exaggerate the effects of a product without scientific evidence or mislead the consumer are prohibited. (e.g., “miraculous”, “perfect”, “within a single day”) -> Claims to deliver beyond the scope of the product’s label information are prohibited.

• No misuse of experts: Recommendations or testimonials from healthcare professionals such as doctors and pharmacists must be used with truthfulness, and only in a way that is within the scope of local health and advertising laws.

• Adhere to orders issued by government and relevant departments: Advertisements regarding products or claims that have been issued corrective orders by the government and relevant departments(Ministry of Food and Drug Safety of the Republic of Korea, Ministry of Health and Welfare, Fair Trade Commission) are to be discontinued immediately and not to be advertised.

1.3 Weight Loss Advertising

1.3.1 Weight loss advertising refers to advertisements aimed at weight reduction/improvement, healthy lifestyle enhancement, and provide information related to the product/service. All advertisements must be accurate, ethical and comply with local laws and regulations.

1.3.2 All advertisements must be supported by facts, and any fraudulent or exaggerated expression or image that is likely to deceive, mislead and confuse the consumer cannot be included.

• Expressions about weight loss that cannot be generalized are prohibited: [Must provide documentation] Weight loss figures or effects must be proven by results of trials conducted on humans during an approved period or through clinical testing, and the results must be statistically meaningful.

• Expressions implying efficacy in treating/preventing/suppressing diseases are prohibited: [Compliant with Ministry of Food and Drug Safety/Health Regulations] Unless the product is classified as a drug, claims to deliver beyond the scope of the acknowledged efficacy for a health functional food by the health authorities of the local country/region(e.g., FDA for US, ANSES for France) is strictly prohibited.

• Expressions implying that weight loss is achievable solely through weight loss products are prohibited: [Disclosure of lifestyle habits] The advertisement must state that weight loss was achieved in conjunction with a balanced diet or regular exercise. Expressions that create misleading expectations, such as “standalone effect” and “effortless” are prohibited.

• Expressions or images based on unverified facts, or those likely to deceive, mislead, or confuse consumers, are prohibited: [Disclosure of results] All data, statistics, testimonials used for the advertisement must be factual and the advertiser must retain original documentation substantiating such claims. Any use of excessively altered images (e.g., through Photoshop or similar tools) that can deceive consumers is prohibited.

• Expressions/images showing before/after weight loss comparisons are prohibited: [Ensuring objectivity] The use of before/after photo comparisons are prohibited as such representations may mislead consumers towards generalized outcomes and may constitute an exaggerated advertisement. Instead, the use of objective metrics indicating health improvement (e.g., improvement to BMI) can be provided.

• Other content deemed unacceptable for advertising based on internal review by the media outlet: [Legal compliance] Before running the advertisement, the advertisement must be confirmed for compliance with the most current guidelines issued by relevant regulatory authorities(e.g., FTC for US, ARPP for France) in all jurisdictions where the advertisement will be displayed.

1.3.3 Advertisements with offensive messages that cause negative perceptions of people’s appearances, creates anxiety to conform to specific appearance standards, emphasizes negative or unhealthy body images, or leads to body shaming are prohibited.

• No expressions evoking shame and anxiety: [Inclusivity] The use of negative references to a specific body part that may induce feelings of shame, as well as the presentation of unrealistic beauty standards as ideals that could trigger obsession and anxiety (e.g., “Are you beach body ready?”, “You can’t be perfect without this.”) is strictly prohibited.

• No use of unhealthy body images: [Emphasize health] Content that includes excessively thin models or glorifies weight loss methods that result in unusually short-term weight reduction, or in a manner that is harmful to health, is prohibited.

• Consider regional culture and language differences

  • France: Local law (Loi n° 2016-41) mandates that advertisements using retouched images must clearly disclose that they have been retouched.

  • LATAM/Southeast Asia (Thailand, Indonesia): The use of expressions and claims that may be sensitive for specific cultural or religious contexts, as well as messaging that appears to promote discrimination between social class based on physical appearance is excluded with particular care.

  • Language: All translations in the local language must be professionally reviewed to ensure that there are no ambiguities and nuances that can mislead or deceive local consumers.

1.3.4 Restrictions on targeting minors

• For the EU, weight loss product advertisements must not target minors, and if minors cannot be excluded from the targeted audience, the advertisement must not run at all.

1.4 Medical Advertising

1.4.1 Only medical institutions, medical corporations, or medical practitioners formally registered with authorized agencies may advertise medical services. Advertisements must explicitly state the name of the medical institution or practitioner.

• United States(US): Requires valid medical licenses for each state

• European Union(EU): Medical advertising regulations vary by country

• China: Medical advertisements require official approval

• In Japan, compliance with the Ministry of Health, Labour and Welfare's 'Medical Advertising Guidelines' is mandatory; subjective patient testimonials and before-and-after photos of procedures are prohibited in principle

1.4.2. The following content is prohibited in advertisements:

• Content introducing, brokering, or soliciting patients to medical institutions or practitioners for profit.

• Content that may mislead consumers, such as guaranteeing treatment outcomes.

• Content comparing or disparaging the capabilities or treatment methods of other medical institutions/practitioners.

• Expressions exposing direct procedures (e.g., surgical scenes) or causing aversion or discomfort to users.

• Contents (text/images) showing before/after comparisons of procedures or surgeries.

• Documents or designs implying abortion are prohibited.

• For the use of testimonials:

  • US/AU/UK: Testimonials for medical advertisements are subject to highly strict requirements and must comply with FTC or TGA guidelines.

  • EU: Testimonials are banned in certain countries.

• Other content deemed unsuitable for advertising based on internal review by the media outlet.

• Telehealth advertisements are prohibited.

1.4.3 Advertising may be suspended if corrective orders are issued by the government or relevant authorities.

1.5 Pharmaceutical and Quasi-Drug Advertising

1.5.1 Prohibition of Advertising for Ethical Pharmaceuticals

• Ethical pharmaceuticals (prescription drugs) or raw materials for medicinal products are prohibited from being advertised to the general public.

1.5.2 Conditions for Advertising Over-the-Counter (OTC) Drugs

Advertising is permitted only for OTC drugs (non-prescription drugs available for purchase without a physician’s prescription) that satisfy the following conditions:

• Regulatory Compliance: The target pharmaceutical product must be compliant with the relevant laws of the country where the advertisement is executed and must be approved by the applicable regulatory authorities.

• Scope of Claims: Advertising content must be limited to the approved indications, efficacy, and dosage as authorized by the regulatory approval.

• Verification: Upon request, the advertiser must submit documentation verifying the aforementioned regulatory approval.

• Fair Balance: Adverse effects, precautions, and major risks must be presented alongside the benefits in accordance with the "Fair Balance" principle.

• Cases Requiring Pre-approval by Country:

  • USA: Must be for FDA-approved indications; must adhere to Fair Balance principles, including clear disclosure of efficacy and major side effects.

  • Indonesia: Prior approval from BPOM is mandatory.

  • Thailand: Prior approval from TFDA (Thailand Food and Drug Administration) is mandatory.

  • Taiwan: Prior approval from TFDA (Taiwan Food and Drug Administration) is mandatory; only approved content may be advertised.

  • China: Prior approval from the relevant health authorities is mandatory.

  • France: Prior approval from ANSM (visa GP) is mandatory.

  • UK: Prior approval from MHRA (Medicines and Healthcare products Regulatory Agency) is mandatory; content must align with the Summary of Product Characteristics (SPC) and provide clear safety information.

  • In Japan, marketing authorization under the PMD Act is mandatory; any advertisement regarding the name, manufacturing method, efficacy, or effects of an unapproved drug is strictly prohibited

1.5.3 Approval and Labeling of Pharmaceutical Advertisements.

• Pharmaceutical advertisements may only be executed if they have received advertising review/clearance in accordance with relevant laws.

• For advertisements that have received approval, the fact of such approval must be clearly indicated within the advertisement.

1.5.4 Advertisements containing the following content are prohibited:

• Restricted Categories: Advertisements for abortifacients or emergency contraceptives are prohibited.

• Comparative Claims: Use of "Before & After" comparisons to demonstrate or imply efficacy/performance is prohibited.

• Fear-Based Tactics: Threatening or alarmist depictions of disease symptoms or surgical scenes related to the product's efficacy/effect are prohibited.

• Absolute Claims: Use of absolute or superlative expressions such as "guaranteed," "best," "highest," or "supreme" regarding efficacy/effect is prohibited.

• Misclassification: Depicting quasi-drugs as pharmaceuticals, or non-pharmaceutical products as medicinal, is prohibited.

• Misleading Content: Content that carries a risk of being misidentified as a medical device or other categories is prohibited.

• Non-compliant Content: Content that deviates from the approved labeling or includes unauthorized information is prohibited.

• Internal Review: Content deemed inappropriate based on internal media review standards may be prohibited.

1.5.5 Provision of Information, Comparison, and Intermediation Services

• Services that influence user choice through the provision of pharmaceutical information, comparisons, recommendations, or intermediation—even if not directly selling the products—are subject to the provisions of this guideline.

1.5.6 Application of Country-Specific Regulatory Standards

• Advertisements must comply with the latest laws and regulatory guidelines of the respective country at the time of execution.

• In cases where regional standards conflict, final approval for the advertisement will be determined following an internal review.

1.5.7 Suspension of Advertisements

• Advertisements may be subject to post-market measures if the content is found to be illegal or carries a risk of creating misconceptions.

• Advertisements will be suspended immediately upon receipt of corrective orders or suspension mandates from government or relevant regulatory authorities.

1.6 Medical Device and Health Support Device Advertising

1.6.1 Only medical devices approved by the authorized agency may be advertised.

• Advertisements must align with the approved intended use of the medical device; advertising unapproved efficacy or usage is prohibited.

• Pre-approval considerations

  • United States: FDA pre-approval required

  • Thailand: Advertising permitted only if compliant with Article 56 of the Medical Device Advertising Regulations B.E. 2568 (2025)

  • Entities other than medical device companies may not advertise medical devices; advertising content requires prior review.

  • China: Advertising content requires prior approval from health authorities.

  • In Japan, prior certification or approval of the device by the Ministry of Health, Labour and Welfare (MHLW) and PMDA is required, and advertising prior to such approval is prohibited

1.6.2 Advertisements containing the following content cannot be executed:

• Advertisements stating that doctors, dentists, Korean medicine practitioners, pharmacists, university professors, or other individuals designate, certify, recommend, instruct, or use medical devices cannot be executed.

• When advertising efficacy/effectiveness, the use of definitive expressions such as “guaranteed,” “best,” or “superior” is prohibited.

• Advertising that depicts symptoms of diseases related to efficacy/effectiveness or surgical scenes in a threatening manner is prohibited.

• Medical devices that pose a significant risk to human health may not be advertised.

• Advertising that includes content differing from the approved content is prohibited.

• Advertising deemed prohibited based on internal review by the media outlet is prohibited.

1.6.3 For other medical devices, advertising is prohibited if a corrective order has been issued by the government or relevant authorities.

1.6.4 Health support devices must not be advertised in a manner that misleads consumers into believing they are medical devices, or that guarantees or overemphasizes their efficacy/effectiveness and safety.

1.7 Cosmetic Advertising

1.7.1 Functional cosmetics refer to products with the following functions that have been approved by the relevant authorities:

• Products that help whiten the skin

• Products that help improve wrinkles

• Products that help tan the skin evenly or protect the skin from UV rays

• Approval Authorities

  • Indonesia: Pre-approval by the Indonesian National Agency of Drug and Food Control (BPOM) is required. For halal products, a halal certificate is required.

  • In Japan, expressions exceeding the scope of efficacy and effects permitted under the PMD Act are prohibited, and medical efficacy must not be implied

1.7.2 Advertisements containing the following content cannot be executed:

• Advertisements containing content that may mislead consumers into believing the product is a pharmaceutical drug are prohibited.

• Advertisements claiming that doctors, dentists, Korean medicine practitioners, or pharmacists have designated, certified, recommended, or used the product are prohibited.

• Advertisements promising results that suggest permanent changes to the human body are prohibited.

• Advertising deemed prohibited based on internal review by the media outlet is prohibited.

1.7.3 Advertisements may be suspended if corrective orders from the government or relevant agencies are issued.

1.7.2 European Union Regulations

• For the EU, According to the requirements under the European Union(EU) Construction Products Regulation(CPR), advertisements must complete a safety assessment, have a designated EU-based responsible person, meet labeling requirements, avoid false or exaggerated claims, not confuse the consumer, and ensure claims are supported by verifiable evidence.

• For the EU, the use of claims such as “cruelty-free” and “vegan” are prohibited unless verifiable.

1.8 Alcohol Advertising

1.8.1 All alcohol advertisements must, as a rule, implement adult targeting in order to be executed.

• Age restrictions by country

  • United States: 21 years or older

  • Taiwan: 18 years or older

  • France: 18 years or older

1.8.2 Advertisements promoting the online sale or delivery of alcohol are prohibited.

1.8.3 Advertisements promoting the online sale or delivery of alcohol are prohibited. 1.8.3 Alcohol advertisements must display the following “heavy drinking warning”.

• United States: GOVERNMENT WARNING:

  • (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects.

  • (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

• Taiwan: Required to select one of the following options. 飲酒過量，有害（礙）健康 酒後不開車，安全有保障。

  • 飲酒過量，害人害己。

  • 未滿十八歲禁止飲酒。

  • 短時間內大量灌酒會使人立即喪命。

  • 五、其他經中央主管機關核准之警語。

• France: L’abus d’alcool est dangereux pour la santé, à consommer avec modération.

1.8.4 The following content cannot be advertised:

• Excessive glorification of drinking

• Depictions of drinking while driving or working

• Portrayal of pregnant women or minors, either visually or vocally

• Advertising deemed prohibited based on internal review by the media outlet is prohibited.

1.8.5 Advertising may not be executable depending on the advertising product, placement, or sales method (platform), and requires prior review by the WEBTOON Ad Business Manager.

1.8.6 Advertising may be suspended if corrective orders are issued by the government or relevant authorities. In some countries, alcohol advertising itself is restricted.

• Restricted countries: Indonesia, Thailand, Chin

1.9 Cigarette Advertising

1.9.1 Cigarette advertising is not permitted.

1.10 Gambling, Casino, Horse Racing/Bicycle Racing/Boat Racing, and Lottery Advertising

1.10.1 Gambling, casino, horse racing/bicycle racing/boat racing, and lottery advertising is not permitted.

1.11 Financial Products Advertising

1.11.1 Advertising is permitted for the following types of products by officially licensed institutions:

• Brand advertising for banks, insurance companies, and securities firms

• Deposit products/loan products

• Insurance

• Credit cards

• United States, United Kingdom, European Union(EU) : Required to disclose ARP and risks

1.11.2 Advertisements containing the following content are prohibited.

• Expressions that definitively state unconfirmed matters such as interest rates

• Expressions indicating comparative advantage over other financial products without specific basis or content

• Expressions that omit/minimize unfavorable terms for users or emphasize only benefits, thereby potentially deceiving or misleading users

• Expressions that distort, exaggerate, omit, or ambiguously present matters significantly affecting users' rights and obligations

• Advertising deemed prohibited based on internal review by the media outlet

1.11.3 Product risks and returns must be clearly explained, and warning statements must be explicitly expressed.

1.11.4 Essential information (financial institution name, transaction terms, interest rates, fees, annual fees, credit card issuance criteria, etc.) must be clearly disclosed.

1.11.5 Financial products prohibited from advertising

• Virtual currencies (may be discussed for branding purposes only)

  • Korea: Negotiable for simple branded ads

  • All others: Requires verification of the latest guidelines for each country at the time the advertisement is launched

(Mandatory high-risk warnings, prohibition of exaggerated return claims, influencer marketing regulations)

• Loan sharks

• Private equity fund-related products or services

• High-risk financial products

• P2P (peer-to-peer)

• Australia (Australian Securities and Investments Commission, or ASIC): Claims that guarantee investment performance are prohibited

• China: Regulatory trend restricts online advertisements for high-risk investment products

1.11.6 If the content of an advertisement is illegal or misleading, subsequent sanctions may be imposed. Furthermore, if corrective orders are issued by the government or relevant authorities, the advertisement may be suspended.

1.12 Game Advertising

1.12.1 Advertising for game item trading and gambling-like games (e.g., Go-Stop/Poker) is prohibited.

• Advertising is prohibited if intangible or tangible rewards are provided through direct or indirect distribution channels involving in-game currency.

• Advertisements for games containing gacha items/loot boxes must comply with the laws and regulations of the relevant country.

1.12.2 The use of firearm imagery in game advertisements is permitted only if all of the following conditions are met:

• The advertisement must be clearly recognizable as a game advertisement and must not use realistic images that could be mistaken for actual firearms.

• The advertisement must not depict excessive violence or cause fear, such as firing a gun at a person.

1.12.3 or games, advertising may only be executed if the game has received a game rating classification.

• Advertisements displaying a rating different from the classified rating of the game are not permitted.

• If a company falsifies or forges a rating classification, all of that company's advertisements may be restricted.

1.12.4 Advertisements may be suspended if corrective orders from the government or relevant agencies are issued.

• European Union(EU), China, United States requires disclosure of ESRB/PEGI ratings

1.13 Chat and Adult/Semi-Adult Advertising

1.13.1 Semi-adult sites refer to sites containing both general and adult content.

1.13.2 Advertising of chat and adult/semi-adult sites is prohibited.

1.14 Election/Political Party Advertising

1.14.1 Advertising for elections and political parties is not permitted.

1.15 Education/Academy/Employment Advertising

1.15.1 Only institutions officially licensed by the Ministry of Education or local education authorities in each country are permitted to run advertisements.

1.15.2 Advertisements containing the following content are not permitted:

• No information provided in advance (e.g., program name and content, duration and schedule, tuition fees, employment support availability)

• Content containing material harmful to the physical/mental health of minors

• Other cases deemed unacceptable based on internal review by the media outlet

1.16 Advocacy Advertising

1.16.1 Advocacy advertising that presents opinions about specific individuals or opposes specific individuals or groups cannot be executed.

1.16.2 Advocacy advertising that unilaterally asserts or explains positions regarding socially controversial issues or potentially contentious events cannot be executed.

1.16.3 Advertising expressing one-sided opinions, claims, or explanations regarding cases currently under litigation or dispute through judicial bodies, administrative agencies, other state institutions, or local governments may be restricted.

1.16.4 When using testimonials from others, evidence and intentional presentation must be disclosed.

1.16.5 Advertising may be restricted if deemed ineligible based on internal review by other media outlets.

1.17 Fashion/Necessities Advertising

1.17.1 Advertising of products or content related to “sexually functional underwear, sexy underwear,” etc., is prohibited.

1.17.2 For underwear products (including similar products), images or expressions that are sexually suggestive or may be offensive to users cannot be advertised.

1.17.3 Content that may humiliate or cause excessive discomfort to users regarding women's personal care products cannot be advertised.

1.17.4 Advertising may be restricted if deemed unacceptable based on internal review by other media outlets.

• Cultural norms such as sexual content standards, cultural sensitivity, and religious/racial sensitivities must be considered

1.18 Prohibited Content

1.18.1 Dangerous or offensive content

1.18.2 Disturbing content

1.18.3 Animal cruelty

1.18.4 Adult content

• Pornography

• Non-consensual sexual content

• Images of child sexual abuse

• Adult products

• Explicit content

• Excessive nudity

• Other content deemed ineligible for advertising based on internal review by other media outlets

1.19 Other Prohibited Advertisements

1.19.1 Religious advertisements are prohibited.

1.19.2 Advertisements for illegal loans such as “credit card cash advances” or “mobile phone cash advances” are prohibited.

1.19.3 Advertisements for certain financial services deemed harmful to users is prohibited.

1.19.4 Advertisements for illegal goods banned from distribution/sale/import are prohibited.

1.19.5 Advertisements for intellectual property infringing products such as counterfeit goods or illegal copies are prohibited.

1.19.6 Advertisements for narcotics and psychotropic drugs are prohibited.

1.19.7 Advertisements for weapons are prohibited.

1.19.8 Advertisements of private investigation agencies/errand centers are prohibited.

1.19.9 Advertisements of pyramid schemes are prohibited.

1.19.10 Advertisements for tattoo procedures, related training, or information provision are prohibited.

1.19.11 Advertisements for fortune-telling/horoscope services are prohibited.

1.19.12 P2E Advertisements for cashable games (including P2E, NFT games) and game item trading (Including games offering cash-like rewards such as prizes) are prohibited.

1.19.13 Other prohibited advertising categories by country

• Taiwan: Advertisements for Mainland China OTT platforms

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