Channel Message Execution Guide

When sending message advertisements using the Kakao Talk Channel service, you must comply with the Channel Message Execution Guide.

Message Execution Standards and Sending Guidelines

1. Message Execution Standards

1) You must comply with the relevant laws in the Information and Communications Network Act guidelines distributed by the Korea Internet & Security Agency (KISA) to prevent illegal spam. 2) Messages may only be sent if they adhere to applicable laws and the Channel Message Execution Guide. 3) Certain messages may be restricted under the Channel Message Execution Guide and the operational policies and terms of each service. 4) Message sending may be restricted if the message has the potential to become a social issue or receives user complaints. 5) If a message requires legal pre-review, it must be sent as reviewed. Any disadvantages resulting from non-compliance with the guidelines are the responsibility of the sender.

2. Guidelines for Sending Advertising Messages

1) Labeling as "Advertisement" or "Ad" (1) "(Advertisement)" or "(Ad)" must be placed at the beginning of any message containing promotional content. (2) A message is considered an advertisement if it includes: ① Special price or discount product announcements ② Promotions or events for product and service advertising ③ Messages including any elements from ① or ②, even if they are “primarily” informational 2) Obligation to Display Sender's Contact Information (1) The sender’s name and contact information must be placed above the message. (2) The sender’s name and contact information must be displayed at the top of the chatroom. (3) The contact information must include either a phone number or an address. 3) Clear Opt-Out Instructions and Methods (1) The advertisement must explicitly include a method that allows recipients to easily opt out or withdraw consent from receiving messages. (2) If the opt-out method does not work easily or is unavailable, it will be considered as not provided. (3) Requiring additional steps, such as logging into a website, to opt out of receiving emails is considered an obstruction to consent withdrawal and is a legal violation. 4) Prohibition of Advertising Certain Products/Services by Law (1) No one may send advertising messages related to illegal goods or services, including drugs, illegal loans, gambling, prostitution, illegal pharmaceuticals, and harmful content for minors, as prohibited by law. (2) Advertisements related to alcohol, electronic cigarette devices, or adult-only games may be permitted if an age verification system is applied according to company policies. 5) Restrictions on Nighttime Advertising (1) Advertising messages cannot be sent between 9 PM and 8 AM the next day.

Obscenity & Sexual Content

1. Messages containing excessive nudity or sexually explicit content that may cause discomfort cannot be sent.

2. Messages seeking sexual gratification or depicting sexual violence, including rape, cannot be sent.

3. Messages promoting or facilitating pornography, adult entertainment, prostitution, or related services cannot be sent.

Violence, Offensive Content, Fear & Profanity

1. Messages that promote violence, murder, abuse, threats, or excessively disturbing content cannot be sent.

2. Messages that encourage, promote, or imply violent or criminal acts cannot be sent.

3. Messages containing unpleasant images such as filth, surgical procedures, or close-ups of body parts cannot be sent.

4. Messages containing profanity, vulgar language, or offensive words cannot be sent.

Hate Speech / Discrimination / Incitement

1. Discriminatory or hateful content that justifies, promotes, or reinforces discrimination or prejudice, or that encourages or incites violence against a specific group or its members based on race, nationality, ethnicity, region, age, disability, gender, sexual orientation, religion, occupation, or illness (hereinafter referred to as “specific attributes”) is not allowed to be sent as a message.

   1) When the message includes or implies comparisons, disparagement, or discriminatory content based on gender, age, occupation, appearance, etc.

   2) When the message contains expressions that advocate physical or psychological harm against a specific group or its members

2. Hate and discriminatory expressions are subject to Kakao’s principles for eradicating hate speech and must comply with the [Hate Speech Guidelines for Self-Regulation] established by the Korea Internet Self-governance Organization (KISO).

False & Misleading Information

1. Messages that contain false or excessively exaggerated content that hinders consumers’ rational decision-making cannot be sent.

2. Messages that present false or unverified information as fact cannot be sent.

3. Messages that omit important information or emphasize partial facts in a misleading manner cannot be sent.

4. Messages that include expressions that may mislead internet users into believing that an event actually occurred cannot be sent.

5. Messages that attract users with content unrelated to the advertiser (industry) or advertising purpose cannot be sent.

Violation of Others' Rights

1. Messages that directly or indirectly reference individuals, including sensitive information about gender, race, ethnicity, religion, beliefs, age, sexual identity, or physical or mental disabilities, cannot be sent.

   1) When the message emphasizes and specifies physical characteristics or conditions such as obesity, hair loss, athlete’s foot, menopause, perimenopause, or other menopausal symptoms

2. Messages that may infringe upon an individual's privacy or personal freedom cannot be sent.

3. Messages that infringe on intellectual property rights (e.g., patents, utility models, design rights, trademarks, copyrights) or violate portrait rights cannot be sent.

4. Messages that use the same or similar names, trademarks, service marks, or any other identifiers widely recognized in Korea, leading to confusion between different products or businesses, cannot be sent.

5. When using currency designs, the Bank of Korea’s “Guidelines on the Use of Banknote and Coin Designs” must be strictly followed. 1) It is not permitted to extract only the portrait from the banknote design or to alter the appearance of the figure in a way that differs from the original. 2) Ads cannot be served if the use of the currency design may damage the dignity or credibility of the currency. 3) For further details, refer to the Bank of Korea’s “Guidelines on the Use of Banknote and Coin Designs.”

Misleading Expressions for Users (Consumers)

1. Messages that are misleading or deceptive regarding ingredients, materials, content, specifications, or efficacy are not allowed.

2. Messages that contain partially true information but may mislead internet users as a whole are not allowed.

3. Messages that use unverified or unsupported superlative expressions are not allowed. 1) During monitoring or review, supporting documentation for superlative claims may be requested, and message delivery may be suspended if necessary.

4. Messages that use complex technical terms to mislead or confuse internet users are not allowed.

5. Messages that mislead internet users regarding the country of manufacture are not allowed.

6. Messages that may mislead users into believing that an advertisement from a sales network or branch is directly from the headquarters are not allowed.

7. If the content is not directly conducted by, or affiliated with, a government entity, public institution, or related organization, ads cannot be served when there is a risk of misleading users or when government services or policies are used as a means to attract attention.

8. If the content is not actually associated with a specific celebrity (public figure), brand, or organization, ads cannot be served when there is a risk of misleading users by using related images, logos, or similar names without proper authorization, or by falsely implying endorsement, affiliation, or partnership.

Price Display Standards

1. According to the Fair Trade Commission’s Guidelines on Unfair Labeling and Advertising, messages containing the following types of price displays cannot be sent:

   1) Displaying or advertising a false previous selling price in comparison to the current selling price.

   2) Displaying or advertising discount rates inaccurately.

   3) Exaggerating discounts by advertising that most products are sold at high discount rates or low prices when only a few actually are.

   4) Misleading consumers into believing that a product is being sold at a special price for a limited time when there is no actual price change.

2. When displaying prices or discount rates, the following details must be included in the message:

   1) Clearly indicate the specific product or service the displayed price or discount applies to.

   2) Explicitly state the product to which the displayed price or discount rate applies within the message.

3. When displaying prices or discounts, only the base price of the product should be indicated. Messages cannot include prices for optional features or partial products.

   1) Only prices that apply uniformly to all users can be listed.

   2) Prices that apply only to specific users, such as coupon discounts or discounts for specific credit cards, cannot be listed as standard selling prices.

   3) If a discount price applies to all users without specific conditions, it may be displayed.

Event Content Criteria

1. Messages that omit important event details while emphasizing selective facts to mislead users cannot be sent.

2. When composing messages about events, details such as participation methods, prize selection methods, the number of winners, and prize information must be clearly stated.

Violation of Universal Social Norms

1. Messages that undermine human dignity or violate public morals and social ethics cannot be sent.

2. Messages that improperly use or defame national symbols, flags, or cultural heritage sites cannot be sent.

3. Messages that promote gambling or excessive speculative behavior cannot be sent.

4. Messages that encourage or justify superstitions, cult-like behavior, or other unscientific lifestyles cannot be sent.

5. Messages that contain unverified health tips, supernatural healing methods, or pseudoscientific claims cannot be sent.

6. Messages that promote, glorify, or encourage suicide cannot be sent.

7. Messages that glorify crimes, criminals, or criminal organizations cannot be sent.

8. Messages that mock or ridicule physical appearances, disabilities, or weaknesses cannot be sent.

9. Messages that violate universal social norms or cause public confusion cannot be sent.

Youth Protection

1. Messages containing harmful content for minors are not allowed pursuant to the Youth Protection Act.

   1) Adult video chat sites, companion services, and inappropriate phone services

   2) Game item trading intermediary sites

   3) Content or links providing access to sales sites containing adult products listed below that are classified as harmful to minors

   • Adult Products: Male enhancement devices, male training devices, male masturbation devices, female masturbation devices (male devices for female stimulation are covered under 7) below.)

   4) Messages containing phone numbers, location details, website addresses, wireless internet locations, or email accounts for inappropriate phone services

   5) Messages containing phone numbers, location details, website addresses, wireless internet locations, or email accounts that promote or imply prostitution

   6) Even if a site is not officially classified as harmful, if it requires age verification or restricts access to minors, it is subject to youth protection regulations. However, content such as adult-rated games, movies, videos, music, webtoons, publications, and books may be sent if age verification measures are applied per company policies.

   7) Content related to male devices for female stimulation, sexy lingerie, or sexual counseling clinics—as designated as harmful products for minors—is subject to youth protection regulations. However, such content may be exceptionally allowed only if it is shown or sent to users who have completed age verification, in accordance with the company’s policies and procedures.

2. Selling, renting, distributing, or exposing minors to harmful substances or products is not allowed pursuant to the Youth Protection Act.

   1) Alcohol, tobacco, drugs, hallucinogens (such as glue or butane gas), and other substances that may seriously harm minors are not allowed in messages.

   2) Public service announcements related to tobacco or controlled substances may be allowed with restrictions.

   3) In accordance with the Liquor E-Commerce Directive, messages related to alcoholic beverages is permitted on a limited basis for general advertising, such as brand promotion, provided that it is not intended for the sale, rental, or distribution of such products. (1) If alcohol is purchased online but picked up in-store, messages may only be sent through age-verified channels. (2) Traditional liquors approved for e-commerce may only be advertised through age-verified channels pursuant to the Liquor E-Commerce Directive. (3) Alcohol deliveries with prepared meals may only be advertised if age restrictions are applied per company guidelines pursuant to the Liquor E-Commerce Directive.

   4) Tobacco and alcohol imagery cannot be included in messages. However, alcohol advertisements may be allowed with restrictions, and electronic cigarettes can only be advertised through age-verified channels.

3. Messages containing harmful substances, products, or establishments for minors are not allowed.

4. Messages that arouse sexual desire or encourage obscene behavior cannot be sent.

5. Messages promoting obscenity, brutality, cruelty, or excessive gambling cannot be sent.

6. Links containing adult content must have age-restriction measures. If the content is accessible without such measures, the message cannot be sent.

7. Messages deemed harmful to minors based on Kakao’s internal guidelines cannot be sent.

Protection of Kakao Services

1. Messages cannot be sent if they imitate or infringe on Kakao’s services and design.

   1) Content that could damage the image of Kakao services

   2) Unauthorized use of Kakao's logos, trademarks, service names, or copyrighted materials

   3) Content that may be mistaken for Kakao services

   (1) Using Kakao’s primary brand color as a key design element, causing confusion with Kakao services.

   (2) Inserting objects resembling Kakao’s logo in messages, making them appear as if they are from Kakao.

   (3) Using visuals similar to Kakao’s services in a way that makes the message seem like official Kakao content.

2. Messages cannot be sent if they interfere with business operations.

   1) Violating or encouraging violations of Kakao’s Terms of Use or service policies for self-promotion or third-party advertising.

   2) Engaging in or encouraging actions that unfairly affect Kakao’s services in violation of laws, Kakao’s Terms of Use, or service policies.

Restricted Industries

1. Illegal/Inappropriate Services

   1) Messages cannot be sent if they violate existing laws (e.g., Medical Service Act, Act on the Establishment and Operation of Private Teaching Institutes and Extracurricular Lessons, Act on Registration of Credit Business and Protection of Finance Users, Value-Added Tax Act, Act on the Consumer Protection Act in Electronic Commerce, Act on Business of Operating Indirect Investment and Assets).

   2) Messages about buying or selling online communities (e.g., cafés, clubs, blogs) on portal sites cannot be sent.

   3) Messages promoting public file-sharing sites for utilities, multimedia, or various programs are not allowed.

   4) Messages about services with gambling-like elements in their operations or sales practices are not allowed.

2. Adult Content (Adult Broadcasting, Adult Communities, Adult Products, etc.) 1) Messages about adult-related services or similar information cannot be sent.

   2) Messages that encourage access to adult-related services or similar content are not allowed.

3. Products Prohibited from Online Advertising, Sales, or Distribution by Law

   1) Messages cannot promote products prohibited from online advertising.

   ㄴ Examples: Prescription and raw pharmaceuticals, tobacco, gambling-related content, prostitution, illegal gambling, etc.

   2) Messages cannot promote products that are prohibited from being sold online.

   ㄴ Examples: Pharmaceuticals, alcohol, tobacco, prescription glasses and contact lenses, narcotics, pesticides, etc. (However, in the case of alcohol, limited promotion may be allowed within the scope permitted by the company, in accordance with the “Notification on Delegated Orders Regarding Online Sales of Alcoholic Beverages,” KakaoTalk Channel Service Operation Policy, and the Execution Guide on Youth Protection.)

   3) Messages cannot promote products that are illegal or restricted from general distribution.

   ㄴ Examples: Blood/blood certificates, military uniforms/equipment, wild flora and fauna, pornography, unapproved kitchen waste disposers, sample cosmetics, etc.

4. Certain Financial Services

   1) Messages related to unregistered investment advisory, stock advisory, or securities information services that are not registered with the Financial Supervisory Service cannot be sent.

   2) Messages containing illegal loan services from unregistered companies or violating the Act on Registration of Credit Business and Protection of Finance Users by omitting critical information cannot be sent.

   3) Messages related to illegal financial activities such as fraudulent investment schemes, microtransactions, gift card trading, cash transactions, or unregulated financial services (i.e., loan businesses, loan brokerage, or similar internet lending services) cannot be sent.

   4) Other financial services that may potentially harm users are not allowed.

   5) Messages from unregistered investment advisory businesses (so-called “pseudo-investment advisors”) that violate applicable laws—such as offering interactive investment advice, inducing use of related services, or engaging in improper sales practices—cannot be sent.

   (1) Messages that include information or links promoting 1:1 investment advisory services provided by pseudo-investment advisors (i.e., unregistered investment advisory services) are not allowed.

   (2) Messages that include claims of loss compensation, guaranteed returns, or content that may mislead users into believing the sender is a licensed financial institution are not allowed.

5. Content Related to Restricted Games, Movies, Videos, and Age-Limited Media

   1) Messages promoting films or videos that have not been rated by the Korea Media Rating Board (KMRB) or are classified as "Restricted" or "Adults Only" cannot be sent. However, messages containing "Adults Only" content may be sent if age verification measures are applied according to company policies. 2) Messages promoting games that have not been rated by the Game Rating and Administration Committee (GRAC) or are classified as "Adults Only" cannot be sent. However, messages containing "Adults Only" games may be sent if age verification measures are applied according to company policies. 3) Messages containing content prohibited for minors pursuant to the Youth Protection Act and the Act on Promotion of Information and Communications Network Utilization and Information Protection cannot be sent. However, age-restricted content may be sent if age verification measures are applied according to company policies.