Industry-Specific Guide

The following is the industry-specific guide for Kakao Global Display Ads.

This guide is intended to help advertisers review regulatory standards by industry and serve ads responsibly based on basic advertising compliance requirements. Legal requirements and advertising regulations may differ depending on the country or region targeted by the ad. Advertisers are responsible for understanding and complying with these requirements in advance.

During the review process, submission of supporting documents such as proof of local licensing may be requested if necessary. Even after ads are served, if violations of the guide are found, ad serving may be restricted as a follow-up action.

Food

1. Food ads must comply with advertising laws and regulatory requirements in the country or region where the ad is displayed. Advertisers must confirm whether the advertised product is eligible for promotion and whether the expressions used are appropriate.

2. Ads must not include excessive claims about health benefits, imply disease prevention or treatment effects, or use advertising expressions lacking scientific evidence.

3. In ads for weight loss supplements, the use of before-and-after comparison images and close-up images of specific body parts is prohibited.

Alcoholic Beverages

1. Advertisers must confirm whether alcohol advertising is permitted and meet the necessary qualification requirements in the country or region where the ad is displayed. Targeting conditions and expressions must be set according to those standards.

2. Ads must not glorify excessive drinking, encourage reckless drinking, or promote drinking behavior.

3. The use of songs containing product names, manufacturer names, or lyrics encouraging or enticing the purchase or consumption of alcoholic beverages to promote alcohol sales is prohibited.

Cosmetic Products

1. Advertisers must review regulatory standards related to product ingredients and efficacy, and comply with relevant laws and advertising guides in the country or region where the ad is displayed.

2. Ads must not use false or exaggerated claims about efficacy, imply disease prevention or treatment effects, present unreliable scientific evidence, promote negative feelings about appearance, or use excessively edited images or unrealistic effect descriptions.

Pharmaceuticals & Medical Devices

1. Only products approved or registered by the regulatory authority (e.g., FDA, Health Canada) in the country where the ad is displayed may be advertised. All related advertising regulations must be followed.

2. The purpose of use, ingredients, and effects of the product must be clearly and accurately stated based on facts. Excessive medical claims and false or exaggerated expressions are not permitted.

Medical Institutions & Services

1. Ads may be served only by entities legally qualified to provide medical services, such as medical institutions and pharmacies, and must have valid registration or certification in the country or region where the ad is displayed.

2. Ads for telemedicine and online pharmacies must meet legal requirements according to the regulations of each country or region.

3. Ads promoting the use of medical services in Korea for international audiences through Korean medical institutions and medical intermediary platforms must comply with the Medical Service Export Act (「의료해외진출법」) and the Medical Act (「의료법」):

   1. Advertisers must register as operators attracting foreign patients under the Medical Service Export Act.

   2. Ads must only include content that has been reviewed by the voluntary review body in accordance with the Medical Act, and must display the review approval number.

4. Ads must comply with the advertising regulations of the respective area and guarantee the truthfulness and legality of the content.

5. Ads must not include false or exaggerated expressions, phrases that induce anxiety, before-and-after comparisons, or provocative depictions of medical procedures.

Finance

1. Ads may be served only by financial institutions legally qualified to provide financial services and holding valid registration or authorization in the country or region where the ad is displayed.

2. Advertisers must guarantee the legality and truthfulness of the financial products and services provided.

3. Ads must not excessively guarantee or claim the stability or profitability of financial products and services.

4. Ads must clearly communicate the key terms of financial products and services. If sufficient information cannot be provided in the ad creative, it must be fully disclosed on the landing page.

Digital Assets

1. Ads may be served only for digital asset services that are not directly related to the issuance, trading, or storage of cryptocurrency, comply with relevant laws, and do not include expressions inducing investment or profit. (Blockchain technology solutions, NFT-related platforms, etc.)

Shopping

1. The name of a store or site hosted on an e-commerce platform cannot be listed alone.

2. The landing page cannot be set to the main page of a hosted e-commerce store. It must link to the advertiser’s product detail page or a promotional page.

3. Ads must not exaggerate prices or discount rates or use expressions that could cause misunderstanding. The content of the ad must match the information on the landing page.

Movies & Videos

1. For movies, videos, and other visual media, appropriate age targeting must be set according to the rating classifications required in the country where the ad is displayed (e.g., MPA, Consumer Protection BC, Régie du cinéma).

2. Advertisers must comply with regional laws and regulatory standards related to visual media and ensure that expressions used are appropriate.

3. NC-17 rated movies and videos are not permitted for ad serving.

Video Games

1. Video game ads must be targeted appropriately by age according to the rating classifications required in the country where the ad is displayed (e.g., ESRB, IARC).

2. Advertisers must comply with regional laws and regulatory standards related to games and ensure that expressions used in the ad are appropriate.

3. AO-rated video games are not permitted for ad serving.

Casino Resorts

1. Ads for gambling-related game content, including casinos, are generally prohibited. However, ads for casino resorts may be conditionally allowed only if all of the following requirements are met:

• The casino included in the advertised facility must hold a valid operating license from the relevant government or official regulatory agency.

• The resort must be primarily focused on tourism and lodging, and must be suitable for family visitors.

• The ad creative and landing page must not include any gambling-related content, such as casino games.

• Adult targeting must be applied.

Lottery

1. Lottery ads may be served only for lotteries legally authorized in the country or region where the ad is displayed. Advertisers must comply with relevant laws and industry standards.

2. Ads must not mislead users about the odds of winning or encourage excessive gambling behavior.

3. It is recommended to include phrases that encourage responsible lottery participation (e.g., "Please play responsibly") and statements about age restrictions for purchase.

Real Estate

1. Ads for real estate brokerage or consulting services must comply with the legal requirements set by real estate supervisory or regulatory authorities in the country or region where the ad is displayed.

2. Ads for real estate-related loan services may be served only by financial institutions licensed or registered in the country or region where the ad is displayed. Advertisers must comply with relevant local laws and regulations and guarantee the legality and truthfulness of the financial products and services provided.

Legal Services

1. Ads must comply with relevant laws and regulatory requirements in the country or region where the ad is displayed.

2. Ads must not include exaggerated expressions or claims that are difficult to verify, such as referencing specific cases or precedents and guaranteeing a winning rate.

Official Contact

For any inquiries, please use the [Support] board on Kakao Global DSP.

Operational inquiries via email

Inquiry about new implementation