> For the complete documentation index, see [llms.txt](https://guides.advertising.webtoon.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://guides.advertising.webtoon.com/ad-policies/general-guidelines.md).

# General Guidelines

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### **0. Guideline Application Principles**

These Common Guidelines set the minimum standards applicable to all advertising. The industry-specific guidelines and placement-specific guidelines (e.g., Offerwall) add to and strengthen these standards. Where standards conflict on the same matter, the stricter standard prevails.

The running restrictions under these Guidelines are divided into the two tiers below. NAVER WEBTOON operates standards that are more conservative than those of NAVER and other media companies in order to maintain a sound media environment (basis: Sales Policy Notice, 2026.07.16).

① Prohibited in all countries — Industries and products that run counter to a sound media environment, such as loans, gambling/speculative activities, and tobacco (including combustible cigarettes, e-cigarettes, heated-tobacco products, and all devices and accessories), will not be run regardless of country, even where permitted under that country's local laws, and no country-specific exceptions are made. The industries covered are the same as the list of 'industries entirely prohibited regardless of placement' in 2.6.3.

② Country-by-country determination — For industries and products other than those in ①, eligibility to run is determined in line with each country's local laws and regulations. Where a clause specifies the applicable country (e.g., \[Korea (KR)]), that scope applies; where no country is specified and ① does not apply, the matter is treated as subject to country-by-country determination.

③ Where the scope of application is unclear, do not run the advertisement and check with the policy manager. This principle applies equally to placements operated by overseas entities or local teams.

### **1. Common Guidelines**

#### 1.1 Violation of Applicable Laws and Major Recommendations

* 1.1.1 Content that violates applicable laws may not be advertised.
* 1.1.2 Certain advertisements may be restricted in accordance with global regulations such as the U.S. FTC (Federal Trade Commission), the EU GDPR (General Data Protection Regulation), and the EU DSA (Digital Services Act), as well as recommendations of comparable associations/organizations.

#### 1.2 Sexually Suggestive / Obscene Content

* 1.2.1 Obscene or sexually suggestive expressions involving excessive nudity or that may evoke sexual shame may not be advertised.
* 1.2.2 Content depicting acts of sexual violence such as rape may not be advertised.
* 1.2.3 Wording that modifies ‘content equivalent to each country’s age-restriction rating (e.g., ESRB, PEGI)’ may not be used in advertisements.

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(Other than internationally accepted terms such as the prescribed rating labels ‘18+’ and ‘Adult Only’, expressions such as 18/19禁, the 18/19 mark, or adult-content wording may not be used.)
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* 1.2.4 If the landing page linked to the ad creative contains sexually suggestive or obscene content, the advertisement may be restricted at the pre-review stage.

#### 1.3 Violence / Horror / Vulgarity / Hatred / Discomfort

* 1.3.1 Content that may create excessive anxiety through excessive violence or frightening expressions may not be advertised.
* 1.3.2 Content that may evoke disgust may not be advertised (e.g., surgical scenes, close-ups of body parts, tattoos used to demean a particular group or to evoke disgust).
* 1.3.3 Content that causes discomfort through profanity, slang, abusive expressions, or vulgar language may not be advertised.
* 1.3.4 Even commonly used language or imagery may not be advertised if it may cause excessive discomfort to users (e.g., images evoking foul smells, unpleasant food bits, bad breath, or restroom-related imagery).

#### 1.4 Infringement of Others’ Rights

* 1.4.1 Content that may infringe the privacy and freedom of others, such as disclosing personal information, may not be advertised.
* 1.4.2 Using another person’s portrait/likeness without legitimate authority, or infringing intellectual property rights such as trademarks/copyrights, may not be advertised.

#### 1.5 False / Exaggerated / Deceptive / Comparative / Disparaging Content

* 1.5.1 Content that presents false or unverified information as if it were fact may not be advertised. Expressions likely to mislead, confuse, or deceive users may be restricted.
  * Example 1: Where the relevant conditions for a discount/refund under specific circumstances are not disclosed.
  * Example 2: Where a product/service continues to be sold after the ad runs but is presented as available only until a certain time (e.g., ‘ending soon’, ‘only until 3 p.m.’).
* 1.5.2 Content that may mislead people by omitting important information or emphasizing partial facts may not be advertised.
* 1.5.3 Expressions that may lead internet users to mistake the content for an actual event may not be used in advertisements.
* 1.5.4 Luring internet users with content of low relevance to the advertiser’s or campaign’s purpose may not be advertised.
* 1.5.5 Advertisements whose content differs from the facts, or that continue to run after an event has ended, are not permitted.
* 1.5.6 Content that disparages other products, regardless of its truthfulness, may not be advertised.
* 1.5.7 Content that unfairly compares other companies and products may not be advertised.
* 1.5.8 Superlative expressions may be advertised only where they can be verified on the linked page or where authorized supporting evidence is submitted. 〔Here, ‘authorized supporting evidence’ means materials issued by a government/public agency, a testing/certification body recognized by law, or an objectively verifiable third-party institution.〕
  * However, if a complaint of violation of the ‘Act on Fair Labeling and Advertising’ is filed because the ad was run based on the linked page’s content, supporting materials for the superlative expression must be submitted (where no authorized evidence exists, a revision may be requested or the ad may be suspended).
* 1.5.9 When using environment-related expressions such as ‘eco-friendly’, ‘eco’, or ‘non-toxic’, a certificate from an authorized body or objective substantiating evidence must be submitted; consumers must not be deceived by vague expressions.
* 1.5.10 When using ‘content that includes recommendations or reviews (including the linked page)’, the relevant laws and guidelines under each country’s fair-trade regulations (e.g., Korea’s Act on Fair Labeling and Advertising, the U.S. FTC Act, Japan’s Act against Unjustifiable Premiums and Misleading Representations) must be complied with.
  * It must be written based on the writer’s own actual experience of using the product.
  * Where a material economic interest exists between the advertiser and the reviewer, this must be clearly disclosed.
  * The obligation to clearly indicate that it is an advertisement, such as ‘Sponsored’ or ‘Ad’, must be made clear.
  * However, where an industry-specific guideline restricts the use of reviews more strictly (e.g., a total ban on medical reviews), the stricter industry-specific standard prevails notwithstanding this provision. (See Application Principle 0.)
* 1.5.10.1 (Recommendations and endorsements by virtual persons) Where a virtual person that is difficult to distinguish from a real person and is generated on the basis of artificial intelligence (AI) or the like (hereinafter a ‘virtual person’) makes a recommendation or endorsement, the following must be complied with regardless of the industry being advertised. (Basis: Korea Fair Trade Commission, Guidelines for Examination of Labeling and Advertising Concerning Recommendations and Endorsements, effective 2026.06.01)
  * The fact that the recommender or endorser is a virtual person generated by AI or the like must be disclosed in a manner that consumers can recognize clearly and easily.
  * Text-based media (posts, etc.): display a statement such as ‘This post contains a virtual person generated on the basis of artificial intelligence (AI)’ or ‘Contains a virtual person (a virtual consumer, virtual celebrity, virtual expert, etc.)’ in the title or at the beginning of the post.
  * Photo and video media: while the virtual person appears, display a statement such as ‘Virtual person (a virtual consumer, virtual celebrity, virtual expert, etc.)’ close to the virtual person, in a colour distinguishable from the background.
  * Where the content of a virtual person’s recommendation or endorsement is presented as being based on experiential fact, it may constitute unfair labeling or advertising if that content does not correspond to experiential facts that actually occurred.
  * Where a virtual person that may be mistaken for an expert such as a physician, veterinarian or pharmacist is used, the advertisement may fall foul of the prohibition on ‘advertising liable to be mistaken for a recommendation or endorsement by an expert’ under the laws governing the individual industry, irrespective of whether the virtual-person disclosure above has been made; review by the policy manager must therefore be obtained before running.
* 1.5.11 Using user reviews or similar content in advertising areas related to communication services may not be advertised.
  * When running ads that include the experience of using a product/service in the form of user reviews, or similar content that could be mistaken for a user review, some content may be restricted to prevent confusion with editorial content (e.g., ‘when I tried it’, ‘recommended by an acquaintance’, ‘I bought it too’, ‘I signed up’, ‘there wasn’t any’, ‘it’s delicious’, and similar colloquial endings).
* 1.5.12 Notice for creative and services using generative AI technology: When advertising creative produced using generative AI or AI-based services, the following must be observed to prevent user confusion and misuse of the technology.
* 1.5.12.1 Output-labeling obligation (by type): Clearly distinguish whether AI labeling is required by country. E.g., “Because labeling obligations may differ depending on the AI-related laws of the service country, each country’s regulations must be checked. (See 2.4 for country-specific details.)”
* 1.5.12.2 Service prior-notice obligation: Where the advertised product/service itself is AI-based (e.g., AI chatbot, AI editor), the user must be notified in advance—at the beginning of the landing page or in the terms of use—that the service is operated by artificial intelligence.
* 1.5.12.3 IP protection: To protect WEBTOON’s creators and IP rights, advertising of AI technologies/services specialized in implementing webtoon characters or in story-writing is restricted in principle.
* 1.5.12.4 Standard AI disclaimer (new/standardized): Where notice of AI-generated information is required, use the following standard wording identically by industry. ① General: ‘This information/content was generated by AI and does not replace the opinion of an expert.’ ② Medical/Health: ‘This information was generated by AI and does not replace the opinion of a medical professional.’ ③ Investment/Finance: ‘This content was generated by AI and is not professional investment advice.’
* 1.5.12.5 (Obligation to include the standard disclaimer) Where AI-generated information or content is used in advertising creative or on the first landing page, the standard disclaimer in 1.5.12.4 must be included. Use ② for medical and health information, ③ for investment and financial information, and ① for all other cases. In addition, under Korea’s Framework Act on AI (effective 2026.1.22), the fact that the content is ‘generated by AI’ must be labeled so that users can recognize it, separately from the disclaimer above; failure to do so may result in a corrective order or an administrative fine.
* 1.5.13 Classification of AI services
* 1.5.13.1 General-purpose AI services (advertising allowed): AI services used for multiple purposes without being confined to a specific field may be advertised. \[e.g., Wrtn, ChatGPT, Gemini, Claude, Perplexity]
* 1.5.13.2 Graphic/generation software that includes AI features (advertising allowed): Software services providing AI-powered image generation, editing, and design features may be advertised. \[e.g., Adobe, Canva, Midjourney, and other services specialized in simple image generation]
* 1.5.13.3 AI services specialized in character and story generation (advertising prohibited): AI services specialized in implementing characters or story-writing—core elements of the webtoon service—are restricted from advertising to protect media policy and creators/IP. \[e.g., Character.ai, ZETA]
* 1.5.13.4 Classification criteria (new): If the ‘automatic generation of webtoon characters or story (narrative) writing’ is the core/primary function of the service, it falls under 1.5.13.3 (advertising prohibited). If a general-purpose image-generation tool can incidentally produce character-style images, it is treated as 1.5.13.2 (advertising allowed). Where functions overlap and judgment is difficult, the decision is made after review by the policy manager.

#### 1.6 Infringement of Universal Social Sentiment

* 1.6.1 Content that promotes gambling or excessive speculation may not be advertised.
* 1.6.2 Content that promotes or justifies unscientific lifestyles such as superstition may not be advertised.
* 1.6.3 Health remedies or occult practices not medically or scientifically verified may not be advertised.
* 1.6.4 In addition to prohibiting discrimination based on race, ethnicity, religion, sexual orientation, etc., content that may cause cultural-appropriation controversy by caricaturing or inappropriately citing the symbols or attire of a particular culture may not be advertised.
* 1.6.5 Content intended for suicide, or that may incite suicidal urges by glorifying/abetting it, may not be advertised.
* 1.6.6 Content that glorifies crime, criminals, or criminal organizations may not be advertised.
* 1.6.7 Dangerous products and services may not be advertised.
  * Firearms and dangerous weapons such as knives designed to injure others
  * Explosives and instructional content on making explosives
  * Vaporizers and related accessories
  * Drug abuse
  * Content harmful to mental health (e.g., expressions encouraging/glorifying self-harm or extreme choices, recommendations of fasting/drug use without medical basis, expressions imposing obsessive appearance standards)
* 1.6.8 Other content that may infringe universal social sentiment or cause social disruption may not be advertised.
* 1.6.9 Advertising of virtual assets, NFTs, and high-risk derivatives may be restricted or prohibited under each country’s financial/virtual-asset laws. Even where servable, investment-risk disclosures must be included, and definitive expressions such as ‘principal guaranteed’ or ‘fixed returns’ may not be used. 〔Integrated standard for virtual assets/NFTs〕 ① Virtual assets (cryptocurrency): Advertising prohibited in principle. In Korea, only ‘brand advertising’ related to virtual assets may be run after prior review; for other countries, check the latest regulations at the time of running. ② NFT: Services that use NFTs as a content element (e.g., viewing NFT-based digital art) are allowed, but those that directly induce NFT purchase/investment, or where purchasing an NFT is a prerequisite for using the service, may not be run. ③ Where industry-specific or placement-specific guidelines impose additional restrictions, the stricter standard applies.

#### 1.7 Youth Protection

* 1.7.1 Selling/renting/distributing/exposing ‘substances harmful to youth’ and ‘media harmful to youth’ designated under each country’s youth-protection laws and guidelines is in principle prohibited from advertising.
  * ‘Substances harmful to youth’ include alcohol, tobacco, narcotics, hallucinogens, and other items that may seriously harm the mind and body of youth.
  * Detailed provisions on alcohol and tobacco advertising must follow each country’s strict regulations, so advertising may be restricted under local laws.
  * In the case of butane gas among hallucinogens, general advertising for purposes such as brand promotion—not for sale/rental/distribution—may be run on a limited basis.
  * For narcotics, hallucinogens, and other substances harmful to youth, no advertising may be run except for public-interest purposes.

1.7.2 The following internet advertisements may not be distributed to youth.

* Sexually suggestive or obscene content that stimulates youths’ sexual desire
* Content that may incite violence or criminal impulses in youth
* Content that stimulates or glorifies various forms of violence, including sexual violence, and drug abuse
* Anti-social/unethical content that hinders the formation of sound character and civic awareness in youth

#### 1.8 Impairment of Internet Users’ Usability

* 1.8.1 Advertisements that may hinder internet users’ use of the internet or cause confusion may not be run.
  * Including excessive shaking or flickering effects that may cause visual fatigue
  * Where sound plays automatically without the user’s active action, or the volume is excessively loud
  * Expressed as if there were a system or network problem or error
  * Where excessive tricks may cause confusion to internet users
  * Using false wording or functions to induce clicks (e.g., mouse pointers, sound/play control buttons)
  * Where important information is difficult to discern with the naked eye (e.g., image, text size, and color)
  * Deceptive UI designs that induce user mistakes or errors (hereinafter ‘dark patterns’) may not be used (e.g., hiding that a free trial automatically converts to paid before it ends, or intentionally placing the cancellation button where it is hard to find).
  * Advertisements that forcibly redirect users to another site/app even though the user did not click or had no intention to click (so-called ‘hijacking ads’, such as automatic redirection or transparent buttons covering the screen) may not be run, and must be handled lawfully in accordance with the requirements of applicable laws and platform policies.
* 1.8.2 When linking to a landing page, the ad may not be linked where it may cause inconvenience to internet users.
  * Where the ‘product, event, or other key content’ indicated in the creative cannot be confirmed on the landing page (however, for mobile ads using Click to in app / Click to download, access to the app-download page is allowed; when linking to an app via Click to in app, the content indicated in the creative must be immediately confirmable for the ad to run)
  * Where the landing page is inaccessible or not properly served
  * Where there are two or more landing pages (multiple landing pages for reasonable purposes such as A/B testing may be allowed)
  * Where the landing page is incomplete or hard to regard as a normal page
  * Where five or more pop-ups appear, or pop-unders appear
  * Where login or sign-up is induced immediately without providing other content
  * Where a program is installed or personal information is collected without consent
  * Where changes to the user’s computer environment are induced, such as changing the start page or installing a toolbar
  * Where the landing page is structured so that the internet user cannot close it
  * Where, after closing the landing page, it links to another page or reopens after a certain time
  * Where, after accessing a mobile web landing page, pressing the back button does not immediately return to the previous page
  * Where, after accessing a mobile app landing page, the action of returning to the original app (the ad-click screen) is made inconvenient
  * Where the page is not optimized for each ad placement (PC/mobile)
  * Where advertiser information or reachable contact information is not specified on the landing page (required information such as business name and contact must be specified in accordance with each country’s e-commerce laws)

#### 1.9 WEBTOON Service Policy

* 1.9.1 Under WEBTOON’s service policy, advertising may be restricted as follows.
  * Prohibited (confirmed competitors) — The criteria for competitors/webtoon-service policy are based solely on this Section 1.9; placement-specific guidelines such as Offerwall apply this provision by reference.
    * Online webtoon/comics viewing and subscription services
    * Online web-novel/genre-novel viewing and subscription services
    * E-book (e-Book) platforms and subscription services
    * Streaming services whose primary business is providing short-form drama (micro-drama) video on a viewing/subscription basis (see 1.9.5 for the determination criteria)
    * Apps/applications providing the above services
  * For the list of services confirmed as non-servable, see \[Prohibited (Non-Servable) List].\
    Requires prior review (proceed after policy-manager confirmation): Where a service is related to comics/webtoon content but is hard to conclusively determine as a direct competitor, the advertising purpose and creative are checked and whether to run is decided after policy-manager review.
    * Commerce services selling physical comic books/publications
    * Services selling comics/manga-related goods/merchandise
    * Comics/webtoon-related education services and platforms
    * Other cases related to comics/webtoon content that are not direct viewing/subscription services
  * Servable: Advertising promoting physical publications (single volumes) of specific comics/webtoon works (except where the main purpose is to drive traffic to an online platform).
* 1.9.2 Advertising may not proceed where it may affect WEBTOON’s normal advertising operations.
* 1.9.3 Creative whose content may damage WEBTOON’s media image may not be run.
  * Where the advertisement may become a social issue or attract strong user complaints, a revision may be requested even for ads already running.
  * Where the content or image quality is judged to be problematic, the ad may be restricted (e.g., low resolution, low quality).
* 1.9.4 Protection of Creators and IP
  * Creative that may disparage or defame a particular webtoon creator, or advertising that may form negative public opinion by distorting a webtoon’s storyline, may not be run.
  * Where an advertiser uses WEBTOON’s content (images, dialogue, etc.) as AI training data without authorization, or processes it without legitimate authority for use as ad creative, the ad is immediately suspended.

#### 1.9.5 Short-Form Drama (Micro-Drama) Streaming Services (New)

* 1.9.5.1 Definition: A 'short-form drama (micro-drama) streaming service' means a video service or app whose core and principal function is to provide short (mainly vertical) serialized drama content of several tens of seconds to a few minutes per episode, by means of paid viewing, subscription, or coins (per-episode payment). \[Examples: FlareFlow, ReelShort, DramaBox, etc.]
* 1.9.5.2 Running restriction: Because such services directly compete and overlap with video adaptations (derivative works) of web-novel and webtoon IP and with their user base, advertising is restricted under WEBTOON's service policy (designated as a competitor; 1.9.1 applies mutatis mutandis).
* 1.9.5.3 Classification criteria: This clause applies where 'viewing/subscribing to short-form drama series' is the core and principal function of the service. The following are in principle outside the scope of this clause; where they are related to webtoon or web-novel content, the policy manager makes the determination under 1.9.1 ('prior review required').
  * General OTT and video streaming services centered on long-form content (several tens of minutes per episode)
  * SNS and video platforms centered on general UGC or short-form video that is not drama (e.g., vlogs, variety-show clips)
  * Simple promotion of a single specific drama or film title (where the main purpose is not to induce sign-up or subscription to a prohibited service)
* 1.9.5.4 Parallel application of creative standards: Even where running is exceptionally considered under this clause, the sexual or provocative nature of the creative is reviewed separately under Common 1.2 (Sexual/Obscene) and 1.9.3 (Media image), and creative that breaches those standards may not be run.
* 1.9.5.5 Effective date and transitional measures: This clause takes effect immediately from 27 July 2026. It applies immediately to advertisements newly accepted or run on or after the effective date; advertisements already running as of the effective date must be terminated within 30 days of the effective date (by 26 August 2026). For cases where immediate termination is difficult for contractual or settlement reasons, the reason must be submitted to the operations team in charge and confirmed by the policy manager.

#### 1.10 Personal Information and Data Processing

Where users’ personal information is processed in the planning, targeting, and running of advertising, the relevant personal-information protection laws of each country must be complied with.

* Legal basis: Comply with the relevant personal-information protection laws of each country—the GDPR in the EU, the Personal Information Protection Act in Korea, etc. Where standards conflict between laws, the stricter standard applies.
* Notice/Consent: When collecting personal information/behavioral information for tailored advertising, provide the notice required under applicable law and obtain the consent required by law.
* Where users’ cross-site web/app activity records and device identifiers (cookies, advertising IDs, etc.) are processed through ad creative, tags, SDKs, pixels, cookies, etc., they must be processed lawfully in compliance with the requirements of applicable laws and platform policies. Where individuals may be identified and tailored advertising may be served, the fact must be clearly notified and consent obtained where required under applicable law, and users must be able to withdraw consent easily.
* Sensitive information/Children: Sensitive information such as health and religion, and data related to children (below each country’s threshold age, e.g., U.S. COPPA), are subject to separately strengthened protection standards.
* Cross-border transfer: When transferring personal information across countries, secure the lawful transfer basis prescribed by applicable law.
* The specific application of this Section is subject to review by the personal-information department.
* For details/definitions regarding the processing of personal information by the WEBTOON service, refer to that service’s Privacy Policy.

{% hint style="info" %}
※ Note: This Section 1.10 sets the minimum standards for ‘advertisers’ data-processing obligations’, while the above Privacy Policy governs ‘the processing of user data by the NAVER WEBTOON service’ (as their scope may differ, refer to both documents together).
{% endhint %}

### **2. Other Related Matters**

2.1 Review results may vary somewhat depending on the position/size/type of the product and ‘how the problematic part is expressed in the creative’.

* Fixed-type products may be reviewed somewhat more strictly than general CPM products.
* Premium products may be reviewed somewhat more strictly than other products.
* Pre-expansion ad creative may be reviewed somewhat more strictly than post-expansion ad creative.
* Still-cut ad creative may be reviewed more strictly than a single cut that flashes by within a video or Flash.
* As above, please understand that stricter standards may apply where a product has a greater impact on internet users.

2.2 Advertisements that have not received an ‘appropriate’ decision through review by an external self-regulatory body may be non-servable.

2.3 Each country’s regulations below must be complied with.

* France: Under the Toubon Act (Loi Toubon), French must be used. When a foreign language is used, a translation must be provided.

2.4 Country-specific AI Regulation Compliance (Korea’s baseline provisions + α)

* Korea (KR): Comply with the ‘AI Framework Act’ (Framework Act on the Development of Artificial Intelligence and Establishment of a Foundation of Trust; effective 2026-01-22). Content created with generative AI (text, images, video, audio) must be labeled as ‘AI-generated’ so that users can recognize it (e.g., watermark), and deepfakes must be disclosed as such. Violation of the labeling obligation or failure to disclose deepfakes may be subject to a corrective order and a fine (up to KRW 30 million). Although a grace period operates during 2026, ‘AI washing’—hiding AI-generated content as if a human created it—may be sanctioned as deceptive advertising under the Act on Fair Labeling and Advertising, so prior labeling is recommended.
* Europe (EU): Comply with the EU AI Act and the DSA. Under Article 50 of the EU AI Act, AI-generated/manipulated content (including deepfakes) must be labeled so that users can identify it; this obligation takes effect (becomes mandatory) from 2026-08-02. Until then, machine-readable watermarking (including metadata) is recommended.
* United States (US): FTC consumer-protection guidance: When using AI-generated testimonials or virtual influencers, clearly indicate that they are not real persons. Deceptive advertising practices are strictly prohibited.
* China (CN): Measures for the Administration of Generative AI Services: Only AI models meeting national control standards may be used, and the official identification marking (watermark) prescribed by the authorities must be applied.
* France (FR): Comply with Loi n° 2016-41: For commercial advertising images where the model’s body shape (silhouette) has been retouched/generated to appear slimmer or fuller, the phrase ‘Photographie retouchée’ must be displayed alongside. (Retouching other than body shape—skin, nose, hair color, etc.—is not subject to this.)
* Japan (JP): Comply with the AI Promotion Act and its guidelines (the AI Promotion Act is a promotional/principle law without penalties, prescribing efforts to ensure transparency and prevent user confusion). However, the direct legal basis for the ‘PR/advertising’ labeling obligation for acts such as disguising AI output as ordinary reviews is the stealth-marketing (stema) regulation (Act against Unjustifiable Premiums and Misleading Representations, effective October 2023). Reliance on copyright: Under Japanese copyright law, creative that has learned/generated the distinctive expression of a specific creator or IP may not be run.

2.5 Matters other than the above may also be restricted in accordance with the media’s internal review standards. If prior confirmation is needed, contact the responsible operations team. 〔Examples of internal review reasons〕 potential for social controversy/complaints, substandard creative quality, risk of infringing others’ rights (portrait, copyright, etc.), risk of damaging the media image, impairment of user safety/usability, etc.

2.6 Operating Principles for Main Premium and Fixed Placements in Restricted (Conditionally Permitted) Industries (New)

Main premium and fixed placements such as Splash and Premium Home are the flagship placements that shape the media's first impression and reputation. To manage the media image, industries and services subject to running restrictions (conditional permission) are in principle to avoid exposure in those placements. (Basis: 2.1 of these Guidelines, enhanced review of premium and fixed products; 1.9.3, risk of damage to the media image)

* 2.6.1 Operating Principle\
  Industries and services subject to running restrictions (conditional permission) are in principle to avoid main premium and fixed placements such as Splash Ads and Premium Home Ads, and are operated mainly in existing permitted placements such as viewer ads and Offerwall. Exceptionally, running may be permitted after individual review only where the brand-advertising character is clear and the creative does not give rise to the reason for the restriction (e.g., encouraging a gambling mindset).
* 2.6.2 Industries and Services Subject to This Principle

<table data-header-hidden><thead><tr><th valign="top"></th><th valign="top"></th><th valign="top"></th><th valign="top"></th></tr></thead><tbody><tr><td valign="top"><em><strong>Industry / Service</strong></em></td><td valign="top"><em><strong>Summary of current restriction (conditional permission)</strong></em></td><td valign="top"><em><strong>Basis</strong></em></td><td valign="top"><em><strong>Main premium placement</strong></em></td></tr><tr><td valign="top">Reward/point/prize-draw apps (e.g., Treama, Ote)</td><td valign="top">Sensitive to a gambling mindset; operated on a restricted basis in viewer ads, Offerwall, etc.</td><td valign="top">Common 1.6.1</td><td valign="top">Avoid</td></tr><tr><td valign="top">Alcoholic beverages</td><td valign="top">Adult targeting required; online sale/delivery prohibited; warning statement required; for Offerwall, conditions such as traditional liquor plus adult targeting</td><td valign="top">Industry-Specific 1.8; Offerwall</td><td valign="top">Avoid (mobile Splash and Special DA excluded)</td></tr><tr><td valign="top">Non-tobacco products of tobacco brands; smoking-cessation aids</td><td valign="top">Subject to prior review (tobacco and e-cigarettes themselves are entirely prohibited)</td><td valign="top">Industry-Specific 1.9</td><td valign="top">Avoid</td></tr><tr><td valign="top">Finance (loans, cards, savings banks, etc.)</td><td valign="top">Conditional: loan inducement and P2P prohibited; credit-card issuance prohibited (only check cards and department-store cards permitted). * The 'credit-card issuance prohibited' rule is limited to Offerwall placements and to Korea (KR) (check cards and department-store cards are permitted). In other placements such as DA, running is possible after confirming the advertiser's qualification, the Credit Finance Association's review clearance, and the mandatory disclosures; however, issuance-linked settlement (CPA) and reward-on-issuance structures may not be run regardless of placement. For countries other than Korea, determine according to that country's rules. * Loans are not 'conditional' but entirely prohibited — promotion of loan products and advertising that induces loan comparison, brokerage, recommendation, or credit-limit inquiries may not be run in any placement, including DA (see 2.6.3). Financial brand advertising is possible only where it is not intended to promote loan products. * The prohibition on issuance-linked (CPA) and reward-on-issuance credit-card advertising is limited to Korea (KR) (Korea requires registration as a financial-product sales agent/broker and solicitation qualification under the Specialized Credit Finance Business Act). For countries other than Korea, determine according to that country's laws.</td><td valign="top">Industry-Specific 1.11; Offerwall; 1.11.7 (new); 1.11.5.1</td><td valign="top">Avoid</td></tr><tr><td valign="top">Virtual assets / NFTs</td><td valign="top">In Korea, prior review only for brand advertising; risk disclosure required</td><td valign="top">Common 1.6.9</td><td valign="top">Avoid</td></tr><tr><td valign="top">Medical / cosmetic surgery / diet</td><td valign="top">Restrictions on cosmetic-surgery/diet advertisers and medical platforms; reviews and before-and-after comparisons prohibited, etc.</td><td valign="top">Industry-Specific 1.3 and 1.4; Offerwall</td><td valign="top">Avoid</td></tr><tr><td valign="top">Games (adults-only, probability-based items, provocative creative)</td><td valign="top">Restrictions on rating, probability-based items, and creative</td><td valign="top">Industry-Specific 1.12</td><td valign="top">Avoid</td></tr><tr><td valign="top">AI investment-advice and health-information services</td><td valign="top">Conditional: disclaimer required; limited to information-provision type</td><td valign="top">Offerwall Other; Common 1.5.12.4</td><td valign="top">Avoid</td></tr></tbody></table>

* 2.6.3 Note — Separate from this principle (industries entirely prohibited regardless of placement)\
  Adult/semi-adult and chat services, gambling/casino/horse-, cycle- and boat-racing/lotteries, tobacco (itself), religion, elections/political parties, multi-level marketing, private investigation agencies, fortune-telling, illegal goods and IP infringement, and P2E/NFT cash-out games may not be run regardless of placement and are therefore outside the scope of this principle (2.6). Promotion of loan products and services that induce loan comparison, brokerage, recommendation, or credit-limit inquiries may likewise not be run regardless of placement (Industry-Specific 1.11.5.1). The industries on this list may not be run regardless of placement and also regardless of country; no country-specific exceptions are made even where permitted under local laws (see 0. Guideline Application Principles).

### 3. The following industries are prohibited from network advertising:

{% hint style="danger" %}
\[IAB11-4] Law, Government\&Politics > Politics

\[IAB13-2] Persona lFinance > Credit/Debt\&Loans

\[IAB13-5] Personal Finance > Hedge Fund

\[IAB13-8] Personal Finance > Mutual Funds

\[IAB13-9] Personal Finance > Options

\[IAB14-1] Society > Dating

\[IAB14-2] Society > Divorce Support

(IAB14-3] Society > Gay Life

\[IAB23-10] Religion\&Spirituality > Pagan/Wiccan

\[IAB23-1] Religion\&Spirituality > Alternative Religions

\[IAB23-2] Religion\&Spirituality > Atheism/Agnosticism

(IAB23-3] Religion\&Spirituality > Buddhism

\[IAB23-4] Religion\&Spirituality > Catholicism

\[IAB23-5] Religion\&Spirituality > Christianity

\[IAB23-6] Religion\&Spirituality > Hinduism

\[IAB23-7) Religion\&Spirituality > Islam

\[IAB23-8] Religion\&Spirituality > Judaism

\[IAB23-9] Religion\&Spirituality > Latter-Day Saints

\[IAB23] Religion\&Spirituality

\[IAB24] Uncategorized

\[IAB25-1] Non-Standard Content > Unmoderated UGC

\[IAB25-2] Non-Standard Content > Extreme Graphic/Explicit Violence

\[IAB25-3] Non-Standard Content > Pornography

\[IAB25-4] Non-Standard Content > Profane Content

\[IAB25-5] Non-Standard Content > Hate Content

\[IAB25-6] Non-Standard Content > Under Construction

\[IAB25-7] Non-Standard Content > Incentivized

\[IAB25] Non-Standard Content

\[IAB26-1] Illegal Content > Illegal Content

\[IAB26-2] Illegal Content > Warez

\[IAB26-3] Illegal Content > Spyware/Malware

\[IAB26-4] Illegal Content > Copyright infringement

\[IAB26] Illegal Content

\[IAB7-39] Health\&Fitness > Sexuality

\[IAB7-44] Health\&Fitness > WeightLoss

\[IAB8-18] Food\&Drink > Wine

\[IAB8-5] Food\&Drink > Cocktails/Beer

\[IAB9-11] Hobbies\&Interests > ComicBooks

\[IAB9-7] Hobbies\&Interests > CardGames

\[IAB9-9] Hobbies\&Interests > Cigars
{% endhint %}
{% endtab %}

{% tab title="Restricted Advertising List" %}

### Restricted Competitor Advertising List

| Competitor        | URL                                                                              | Domain               |
| ----------------- | -------------------------------------------------------------------------------- | -------------------- |
| 피너툰               | <https://www.peanutoon.com/>                                                     | peanutoon.com        |
| 빅툰                | <https://www.big-toon.com/>                                                      | big-toon.com         |
| 와우코믹스             | <http://www.wowcomics.co.kr/>                                                    | wowcomics.co.kr      |
| 네이트만화             | <https://comics.nate.com/main/index.php>                                         | comics.nate.com      |
| 토리코믹스             | <https://www.torycomics.com/>                                                    | torycomics.com       |
| 폭스툰               | <https://www.foxtoon.com/>                                                       | foxtoon.com          |
| 시프트북스(yes24 웹소설)  | <http://shiftbooks.yes24.com/eStory>                                             | shiftbooks.yes24.com |
| 민트북스              | <http://www.mintbooks.co.kr/>                                                    | mintbooks.co.kr      |
| 다음 웹툰             | webtoon.daum.net                                                                 | webtoon.daum.net     |
| 카카오페이지            | page.kakao.com                                                                   | page.kakao.com       |
| 레진코믹스             | lezhin.com                                                                       | lezhin.com           |
| 투믹스               | toomics.com                                                                      | toomics.com          |
| 케이툰               | myktoon.com                                                                      | myktoon.com          |
| 코미카               | comica.com                                                                       | comica.com           |
| 채티                | chatie.me                                                                        | chatie.me            |
| 원스토어북스            | onestorebooks.co.kr                                                              | onestorebooks.co.kr  |
| 만화365             | toon365.com                                                                      | toon365.com          |
| 스토리잼              | storyjam.co.kr                                                                   | storyjam.co.kr       |
| 애디웹툰              | <https://play.google.com/store/apps/details?id=com.tgclab.aditoon&hl=ko>         | 불가 2차                |
| 스푼코믹스             | spooncomics.com                                                                  | spooncomics.com      |
| 하이북               | hibook.co.kr                                                                     | hibook.co.kr         |
| 코믹지티              | comicgt.com                                                                      | comicgt.com          |
| 베이글               | <https://play.google.com/store/apps/details?id=app.bagle.bagle.com.bagle>        | 불가 2차                |
| 브릿G               | britg.kr                                                                         | britg.kr             |
| 스낵북               | snackbook.net                                                                    | snackbook.net        |
| 크래프토리             | craftory.me                                                                      | craftory.me          |
| 코미코               | comico.kr                                                                        | comico.kr            |
| 탑툰                | toptoon.com                                                                      | toptoon.com          |
| 봄툰                | bomtoon.com                                                                      | bomtoon.com          |
| 인터넷만화방            | manhwa.co.kr                                                                     | manhwa.co.kr         |
| 배틀코믹스             | battlecomics.co.kr                                                               | battlecomics.co.kr   |
| 열혈강호              | <https://www.onestore.co.kr/userpoc/apps/view?pid=0000700675>                    | 불가 2차                |
| 버프툰               | bufftoon.plaync.com                                                              | bufftoon.plaync.com  |
| 짱만화               | zzangcomic.co.kr                                                                 | zzangcomic.co.kr     |
| 모두의 웹툰            | <https://www.onestore.co.kr/userpoc/apps/view?pid=0000302607>                    | 불가 2차                |
| 만화경               | manhwakyung.com                                                                  | manhwakyung.com      |
| 미스터블루             | mrblue.com                                                                       | mrblue.com           |
| 애니툰               | anytoon.co.kr                                                                    | anytoon.co.kr        |
| 딜리헙 - DILLYHUB    | dillyhub.com                                                                     | dillyhub.com         |
| 챔프D               | <https://www.onestore.co.kr/userpoc/apps/view?pid=0000700945>                    | 불가 2차                |
| 리디북스              | ridibooks.com                                                                    | ridibooks.com        |
| 웹소설 조아라           | joara.com                                                                        | joara.com            |
| 문피아 웹소설           | munpia.com                                                                       | munpia.com           |
| 리브로피아             | <https://www.onestore.co.kr/userpoc/apps/view?pid=0000075742>                    | 불가 2차                |
| 알라딘 전자책 (eBook)   | <https://play.google.com/store/apps/details?id=kr.co.aladin.ebook&hl=ko>         | 불가 2차                |
| 블라이스(Blice)       | blice.co.kr                                                                      | blice.co.kr          |
| Moon+ Reader      | <https://play.google.com/store/apps/details?id=com.flyersoft.moonreader&hl=ko>   | 불가 2차                |
| 밀리의서재             | millie.co.kr                                                                     | millie.co.kr         |
| 웹소설 미소설           | me.co.kr                                                                         | me.co.kr             |
| 포스타입 POSTYPE      | postype.com                                                                      | postype.com          |
| 웹소설 허니문           | honeymun.com                                                                     | honeymun.com         |
| 판무림               | fanmurim.com                                                                     | fanmurim.com         |
| 웹소설 포유            | <https://play.google.com/store/apps/details?id=kbs.android.webnovelforyou&hl=ko> | 불가 2차                |
| 북큐브               | bookcube.com                                                                     | bookcube.com         |
| 북로그               | <https://play.google.com/store/apps/details?id=com.peoplemoa.booklog>            | 불가 2차                |
| 북팔                | novel.bookpal.co.kr                                                              | novel.bookpal.co.kr  |
| 톡소다               | tocsoda.co.kr                                                                    | tocsoda.co.kr        |
| 플레이뷰 사과박스         | playview\.co.kr                                                                  | playview\.co.kr      |
| 무툰                | mootoon.co.kr                                                                    | mootoon.co.kr        |
| TIViewer          | <https://play.google.com/store/apps/details?id=com.jiwoosoft.tiviewer&hl=ko>     | 불가 2차                |
| 로망띠끄 (Romantique) | toto-romance.com                                                                 | toto-romance.com     |
| {% endtab %}      |                                                                                  |                      |

{% tab title="Images not permitted for use" %}

#### <mark style="color:red;">**Images not permitted for use #1**</mark>

* Images unrelated to the subject of the ad placement, or to the advertiser, product, or service.
* Low-quality images that reduce, or may reduce, user engagement or readability.

<div><figure><img src="/files/iveAqrtnE91PtTUq51zi" alt="" width="216"><figcaption><p>Low resolution images that are <br>difficult to recognize clearly</p></figcaption></figure> <figure><img src="/files/9XbbdiPEJootnGXESO0d" alt="" width="224"><figcaption><p>A visually complex composition <br>with multiple split images</p></figcaption></figure> <figure><img src="/files/rrMdroegsQNl2OGIMvwX" alt="" width="224"><figcaption><p>Images with borders or margins</p></figcaption></figure></div>

<div><figure><img src="/files/wHUUklVKSgudepUmLdus" alt="" width="224"><figcaption><p>Images that may be misleading <br>by implying medical efficacy or effects <br>(e.g., before-and-after comparisons <br>in cosmetic ads)</p></figcaption></figure> <figure><img src="/files/Hh2348uy906rtykvMNpw" alt="" width="224"><figcaption><p>Images that create visual illusions <br>or cause misinterpretation</p></figcaption></figure></div>

#### <mark style="color:red;">**Images not permitted for use #2**</mark>

* Images that depict product usage or applications in a way that may cause discomfort.
  * e.g., callus removers, tongue cleaners, athlete’s foot treatments, toilet stains, drains, mold, etc.
* &#x20;Images that zoom in on body parts in a way that may cause discomfort.
  * e.g., armpits, heels, dandruff, soles of feet, etc.

<div><figure><img src="/files/XjklmcyiXIU1qVUlKy8E" alt=""><figcaption></figcaption></figure> <figure><img src="/files/k66WkcSay2zZQofY8opG" alt=""><figcaption></figcaption></figure> <figure><img src="/files/alVZA9zyQvmGLxHbztoq" alt=""><figcaption></figcaption></figure> <figure><img src="/files/jSngFhlzitFEOLGSO2L4" alt=""><figcaption></figcaption></figure> <figure><img src="/files/fimACO5qiwU5dcM1Xz57" alt=""><figcaption></figcaption></figure> <figure><img src="/files/4vpUe3vUs00Oifku05T4" alt=""><figcaption></figcaption></figure></div>
{% endtab %}
{% endtabs %}

{% hint style="success" %}
For any questions or advertising inquiries, please use the [**Contact Us** ](https://advertising.webtoon.com/en/contact-us)form.
{% endhint %}


---

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