I. Legal basis

• 2025 Law on E-Commerce

II. Affiliate Marketers in E-Commerce

Pursuant to Clause 12, Article 3 of the 2025 Law on E-Commerce, “affiliate marketing services in e-commerce” means the advertising of goods and services through access links, referral codes, or similar methods linked to an e-commerce platform.

At the same time, Clause 14, Article 3 of the 2025 Law on E-Commerce provides that an “affiliate marketer in e-commerce” means a person who introduces goods and services on digital platforms through access links, referral codes, or similar methods created by an organization or individual providing affiliate marketing services in e-commerce.

Accordingly, content creators on social media or other digital platforms who use links, referral codes, or similar methods created by an affiliate service provider to promote goods or services and earn commissions may fall within the scope of regulations applicable to affiliate marketers.

III. Responsibilities of Affiliate Marketers in E-Commerce from July 1, 2026

Before engaging in affiliate marketing, an affiliate marketer in e-commerce shall have the following responsibilities:

• Provide information to the organization or individual providing affiliate marketing services for identity verification purposes;
• Refuse to conduct affiliate marketing on digital platforms publicly notified by a competent state authority as violating the law on national security, public order, or social safety, or on digital platforms operating under a multi-level marketing model without a certificate of registration for multi-level marketing activities;
• Refuse to conduct affiliate marketing associated with content that uses language, images, clothing, or conduct contrary to social morality or fine customs.

With respect to access links, referral codes, or similar methods that have already been established, an affiliate marketer in e-commerce shall have the following responsibilities:

• Remove links to goods or services that violate the law or upon request of a competent state authority;
• Provide information on affiliate marketing activities in e-commerce upon request of the state management authority responsible for e-commerce.

IV. Prohibited Acts in E-Commerce Activities from July 1, 2026

Pursuant to Article 6 of the 2025 Law on E-Commerce, the following acts shall be prohibited in e-commerce activities from July 1, 2026:

• Engaging in fraudulent or deceptive acts on e-commerce platforms;
• Trading in, or facilitating the trading of, on e-commerce platforms, illegal services, prohibited goods, counterfeit goods, goods infringing intellectual property rights, smuggled goods, goods of unknown origin or provenance, expired goods, goods that violate regulations on product and goods quality, or other goods in violation of relevant laws.

V. About Us, Hankuk Law Firm

■ Hankuk Law Firm – Introduction

The goal of the legal services provided by HANKUK LAW FIRM is to support businesses, investors, and people. Our organization employs skilled Korean lawyers, partners, and professionals to provide legal services to businesses related to corporations and litigation.

To support the startup process, our lawyers and staff provide a wide range of services, including business law consulting, tax and immigration law consulting, real estate services, business consulting, marketing and communications, human resources, product distribution, franchise options, etc. We provide expert advice on every aspect of your business needs.

To protect the legitimate rights and interests of our clients and achieve the best results, we provide legal advice and participate in civil lawsuits related to business, labor, marriage, family, and inheritance.

■ Contact us now

For reliable and effective legal advice, please contact HANKUK LAW FIRM now. We are committed to providing you with the best possible answers and our team of experienced lawyers has extensive knowledge in many legal fields. We are always here to provide the most competent and dedicated support, whether you are dealing with contractual issues, commercial disputes or need guidance on foreign investment. HANKUK LAW FIRM is honored to have assisted hundreds of domestic and international clients in skillfully resolving complex legal issues as their trusted legal partner. Do not let legal issues hinder your success. Let us accompany you towards legal achievement and comfort. For prompt guidance and support to ensure your rights are always maintained at the highest standards, contact HANKUK LAW FIRM now.

■ Contact Hankuk Law Firm:

Website: http://hankuklawfirm.com/en/  FB: https://www.facebook.com/hankuk.lawfirm  Tiktok: https://www.tiktok.com/@hankuklawfirm Youtube: https://www.youtube.com/@hankuklawfirm6375 Email:  info@hankuklawfirm.com   SĐT: 0942.339.063