> 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/offerwall-guidelines.md). # Offerwall Guidelines This Guide sets additional running standards applicable only to Offerwall placements and applies together with the NAVER WEBTOON / LINE WEBTOON Advertising Common Guidelines and the Industry-Specific Guide. The Common Guidelines are the minimum standard, and this Offerwall Guide adds to and strengthens them according to the characteristics of Offerwall. Where standards conflict on the same matter, the stricter standard prevails (see Application Principle 0 of the Common Guidelines). {% tabs %} {% tab title="Industries Prohibited from Offerwall Advertising" %} ### **1. Industries Prohibited from Offerwall Running** 1.1 Adult/Semi-adult: adult products, adult videos, chat (dating apps), entertainment establishments, outcall massage, massage, escort/companion services, related job postings, etc. 1.2 Alcoholic beverages: In principle may not be run; running is permitted only in the cases set out below. * 1.2.1 For alcohol purchase/paid-subscription campaigns, only ‘traditional liquor (Korean traditional alcohol)’ products may proceed, and a ‘sales authorization certificate’ must be confirmed before finalizing the campaign. * 1.2.2 Advertising other than alcohol purchase/paid-subscription campaigns may proceed when \[Adult Targeting] is applied. * 1.2.3 For general alcohol other than traditional liquor, advertising may not be run for direct sales. * 1.2.4 Allowed only via the Click & Collect method (order online, pick up in-store offline). Delivery (direct shipping) is not allowed. * 1.2.5 Country-by-country application: The alcoholic-beverage provisions of this clause (the traditional-liquor exception, adult targeting, the prohibition on direct sales, the Click & Collect limitation, etc.) are drafted on the basis of Korean (KR) law. Alcoholic beverages are subject to country-by-country determination under Common 0. Application Principles ②, so for countries other than Korea, eligibility to run and the applicable conditions (age-targeting standards, sales and delivery methods, mandatory cautionary statements, etc.) are determined individually in line with that country’s laws and self-regulation on alcohol advertising and sales. Before running, confirmation from the organization in charge for that country is obtained, and countries for which no confirmation result exists are treated as ineligible to run. 1.3 Tobacco: All campaigns may not be run. This includes combustible cigarettes, e-cigarettes (including liquid type), heated-tobacco products, and all e-cigarette devices and device accessories (Industry-Specific 1.9 applies mutatis mutandis). * 1.3.1 Country-by-country application: May not be run regardless of country even where permitted under local laws, and no country-specific exceptions are made (Common 0. Application Principles and 2.6.3 / basis: Sales Policy Notice 2026.07.16). 1.4 Speculative: gambling, casino, bicycle/horse/boat racing, lottery, gambling-type games, distribution-related auction industries * 1.4.1 This includes games of chance that are state-authorized or accepted in the local culture (e.g., Sports Toto, boat racing, horse racing, mahjong), all of which are entirely prohibited (Industry-Specific 1.10 applies mutatis mutandis). * 1.4.2 Country-by-country application: May not be run regardless of country even where permitted under local laws, and no country-specific exceptions are made (Common 0. Application Principles and 2.6.3). 1.5 Relationship with the premium-placement operating principles: Because Offerwall is not a main premium or fixed placement, it is not directly subject to Common 2.6 (operating principles for main premium and fixed placements in restricted industries); the running standards above concerning alcoholic beverages, tobacco and gambling nonetheless apply as they are. 1.6 P2E, NFT games, and other cashable games and game-item trading (including games with prize/cash-equivalent rewards) 1.7 P2P, web-hard (web storage): pure web storage excluded 1.8 Multi-level (pyramid) marketing 1.9 Detective/errand agencies 1.10 Tattoo: procedures and related education/information provision 1.11 Religious advertising 1.12 Opinion advertising * 1.12.1 Korea: judged after applying the Korea Online Advertising Association standards and internal review * 1.12.2 United States: judged after applying FTC/FEC standards and internal review * 1.12.3 Japan: judged after applying JIAA standards and internal review 1.13 Political advertising: election/political-party advertising may not be run 1.14 Sale and sales brokerage of products whose online distribution is prohibited: eyeglasses/contact lenses, firearms/bladed weapons, pharmaceuticals, etc. (mere information provision is allowed) 1.15 Illegal products whose distribution/sale/import is prohibited 1.16 Other unlawful/inappropriate content: copyright infringement, illegal games, auto-mouse (macro), thesis/dissertation ghostwriting, card discounting, illegal loans, imitations, etc. ### **2. Competitor Advertising** 2.1 The determination criteria for competitors/webtoon-service policy apply Common Guidelines 1.9 by reference; the following is the Offerwall-specific portion. (To avoid duplicate management, when criteria change, Common 1.9 is updated first.) 2.2 Prohibited: The following services are in a competitive relationship and may not be run. * 2.2.1 Online webtoon/comics viewing and subscription services * 2.2.2 Online web-novel/genre-novel viewing and subscription services * 2.2.3 E-book (e-Book) platforms and subscription services * 2.2.4 Streaming services whose primary business is the viewing or subscription of short-form drama (micro-drama) video (determination criteria follow Common 1.9.5; effective 2026.07.27 / campaigns in progress to be terminated within 30 days) * 2.2.5 Apps/applications providing the above services * 2.2.6 Similar offerwall services whose main function is to provide rewards for ad participation 2.3 Requires prior review: Where a service is related to comics/webtoon content but is hard to conclusively determine as a direct competitor, the advertising purpose/creative are checked and whether to run is decided after policy-manager review. * 2.3.1 Commerce services selling physical comic books/publications * 2.3.2 Services selling comics/manga-related goods/merchandise * 2.3.3 Comics/webtoon-related education services and platforms * 2.3.4 Other cases related to comics/webtoon content that are not direct viewing/subscription services 2.4 Servable: Advertising promoting physical publications (single volumes) of specific comics/webtoon works (except where the purpose is to induce sign-up/subscription to a prohibited competing service). ### **3. Financial Advertising** 3.1 Savings-bank advertising (may proceed only for account-opening and installment-savings products) — even for savings banks, creative promoting loan products or inducing loans is prohibited (Industry-Specific 1.11.5.1) 3.2 Card-issuance inducement advertising (credit-card issuance prohibited / check-card and department-store-card issuance advertising may proceed) → this 'credit-card issuance prohibited' standard is limited to Korea (KR) (Industry-Specific 1.11.7.6) 3.3 Countries other than Korea: eligibility to run credit-card issuance advertising is determined country by country according to that country's financial-advertising rules, card-member solicitation rules, and restrictions on providing rewards (economic benefits) conditional on issuance. Before running, confirmation from the organization in charge for that country and from Legal is obtained, and countries for which no confirmation result exists are treated as ineligible to run. 3.4 Issuance-linked settlement (CPA) and structures that pay users rewards conditional on completed issuance may not be run in Korea (KR) regardless of placement, under Industry-Specific 1.11.7.5 (Korea requires registration as a financial-product sales agent/broker and solicitation qualification under the Specialized Credit Finance Business Act). Because reward payment is the basic structure of Offerwall, credit-card issuance offers in Korea fall within this ground and may not be run. For countries other than Korea, the matter is determined individually according to that country's laws. 3.5 Check cards and department-store cards: Korea may proceed as before; however, products that include a credit function (e.g., hybrid check cards and other products granting a small credit limit) are reviewed on the same basis as credit-card issuance advertising. 3.6 Creative and landing standards: card-related advertising applies Industry-Specific 1.11.7.3 (mandatory disclosures) and 1.11.7.4 (separate landing-page review) mutatis mutandis. 3.7 P2P investment may not proceed 3.8 Loan-related advertising may not proceed at all — this covers advertising that promotes loan products themselves (regardless of name: unsecured loans, secured loans, overdraft accounts, cash advances, card loans, revolving credit, etc.), loan-comparison, brokerage and recommendation services, and advertising that induces loan-limit or interest-rate inquiries. Detailed determination standards follow Industry-Specific 1.11.5.1. 3.9 Cryptocurrency/NFT-related advertising: The standard for virtual assets/NFTs follows Common Guidelines 1.6.9 (Integrated standard). In Korea, only virtual-asset brand advertising may be run after prior review. Services that use NFTs as a content element (e.g., NFT-based digital-art viewing apps) 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. ### **4. Cosmetic Surgery/Diet/Medical Services** 4.1 Advertisers related to cosmetic surgery/diet may not proceed 4.2 AI medical/health information services: the standard disclaimer (Common 1.5.12.4 ① General) must be included in the creative and on the landing page — ‘This information/content was generated by AI and does not replace the opinion of an expert.’ 4.3 Medical-service platforms and related campaigns may not be run 4.4 Campaigns for general hospital information-provision/reservation platforms other than cosmetic surgery/diet may also be restricted in principle 4.5 Under applicable laws, medical-service sign-up/reservation actions mediated by reward payment may not be run * 4.5.1 Participation-type (sign-up/reservation/consultation): may not be run, to prevent illegal patient solicitation * 4.5.2 Information-provision-type (app install/simple execution): may be allowed on a limited basis after internal review, only for public-interest information provision not directly related to connecting to a hospital 4.6 Veterinary medical devices (pet medical devices): May not be run on Offerwall. Item (i) of subparagraph 1 of Appendix 7 to the Rules on the Handling of Veterinary Drugs, etc. prohibits advertising by means of providing prizes such as prize goods and giveaways, and because the very manner in which Offerwall delivers advertising to users constitutes the provision of a reward (cookies), this follows Legal’s opinion that such advertising is highly likely to be construed as prohibited under that provision (reply of 2026.07.29). ### **5. Other Prohibitions** 5.1 Live-streaming-service advertisers may not proceed 5.2 Fortune-telling/horoscope-service advertisers may not proceed 5.3 Stock-pick recommendation and investment-inducement services/advertising may not proceed 5.4 AI investment advice: AI-based stock-pick/investment-advice services may not proceed in principle; however, for mere information-provision types (neutral information such as market indices, exchange rates, news), they may proceed after internal review if the standard disclaimer (Common 1.5.12.4 ③ Investment/Finance) is included. Not allowed where they include specific stock buy/sell recommendations, implied return guarantees, or sign-up-inducement CTAs. 5.5 Creative and services containing violent/sexually suggestive/provocative content may not proceed 5.6 Advertising of games rated as not for youth may not proceed 5.7 Campaigns conditioned on watching a rewarded video may not proceed ### **6. Generative AI Content and Service Regulation** 6.1 Output-disclosure obligation: Offerwall does not itself bear the obligation to label AI output, but must check whether the advertiser used AI in the creative and review compliance with labeling obligations. 6.2 IP protection policy: AI services specialized in implementing webtoon characters or story-writing (e.g., Character.ai, ZETA) may not be run, to protect media policy and creators. 6.3 Global-regulation compliance: Strictly comply with each country’s strengthened AI laws. * 6.3.1 Europe (EU): Under Article 50 of the EU AI Act, labeling of AI-generated/manipulated content (deepfakes) becomes mandatory from 2026-08-02; until then, machine-learning-based watermarking is recommended (see Common 2.4 for details). * 6.3.2 United States (US): When using virtual influencers, clearly indicate that they are not real persons. * 6.3.3 France (FR): Where the model’s body shape (silhouette) has been retouched/generated, the phrase ‘Photographie retouchée’ must be displayed alongside (retouching other than body shape is not subject to this; see Common 2.4). * 6.3.4 Japan (JP): Comply with the stealth-marketing (stema) regulation and restrict the use of creative that imitates a specific creator’s style. * 6.3.5 China (CN): The official identification marking (watermark) prescribed by the authorities must be applied. * 6.3.6 Korea (KR): Under the ‘AI Framework Act’ (effective 2026-01-22), AI-generated creative must be labeled as ‘AI-generated’ so that users can recognize it, and the advertiser’s AI use/labeling compliance is reviewed. 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). ### **7. Personal Data Protection (Common 1.10 and 1.8.1 apply mutatis mutandis)** 7.1 Where an Offerwall advertiser processes users’ third-party web/app activity records or device identifiers through advertising tags, SDKs, pixels, cookies and the like, it must do so lawfully in compliance with the requirements of applicable laws and platform policies, and may not run ‘hijacking ads’ that forcibly redirect users who have no intention to click. ### **8. Other Matters** 8.1 In addition to the industries listed above, creative that may be unlawful/illegal under each country’s laws may not be registered, and even for registrable industries/creative, exposure on the relevant media may be restricted upon NAVER WEBTOON / LINE WEBTOON’s request. {% endtab %} {% tab title="Reference: Prohibited Advertising Categories (IAB Policy Violations)" %} ### Reference: Prohibited Advertising Categories (IAB Policy Violations) | **Value** | **Category Name** | | ------------- | --------------------------------- | | IAB7-39 | Sexuality | | IAB7-44 | Weight Loss | | IAB7-45 | Women’s Health | | IAB9-7 | Card Games | | IAB9-8 | Chess | | IAB9-9 | Cigars | | IAB9-11 | Comic Books | | IAB11-4 | Politics | | IAB14-1 | Dating | | IAB14-2 | Divorce Support | | IAB14-3 | Gay Life | | IAB23 | Religion and Spirituality | | IAB23-1 | Alternative Religions | | IAB23-2 | Atheism/Agnosticism | | IAB23-3 | Buddhism | | IAB23-4 | Catholicism | | IAB23-5 | Christianity | | IAB23-6 | Hinduism | | IAB23-7 | Islam | | IAB23-8 | Judaism | | IAB23-9 | Latter-Day Saints | | IAB23-10 | Pagan/Wiccan | | IAB24 | Uncategorized | | IAB25 | Non-Standard Content | | IAB25-1 | Unmoderated UGC | | IAB25-2 | Extreme Graphic/Explicit Violence | | IAB25-3 | Pornography | | IAB25-4 | Profane Content | | IAB25-5 | Hate Content | | IAB25-6 | Under Construction | | IAB25-7 | Incentivized | | IAB26 | Illegal Content | | IAB26-1 | Illegal Content | | IAB26-2 | Warez | | IAB26-3 | Spyware/Malware | | IAB26-4 | Copyright Infringement | | **IAB8-5** | **Cocktails/Beer** | | **IAB8-18** | **Wine** | | **IAB13-2** | **Credit/Debt & Loans** | | **IAB13-5** | **Hedge Fund** | | **IAB13-7** | **Investing** | | **IAB13-8** | **Mutual Funds** | | **IAB13-9** | **Options** | | {% 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 %} --- # Agent Instructions This documentation is published with GitBook. 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