South Korea FTC releases integrated guidelines on online dark patterns
Version 2: New coverage from a tech outlet adds the guidelines' four-category breakdown, named dark-pattern types, a 30-day advance consent requirement for recurring price increases or paid conversions, and rules on showing shipping and other mandatory costs in the first-screen total price; another outlet highlights advance display of delivery fees.
In short
South Korea's Fair Trade Commission said it released integrated guidelines on Oct. 6 for preventing dark patterns in online interfaces, covering 13 types of conduct. For cancellation and withdrawal, it recommends a button reachable in one click from the first screen after login or from My Page. The guidelines also restate consent and notice duties before raising recurring charges or converting a free service to paid, and address how mandatory fees such as shipping should be shown.
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South Korea's Fair Trade Commission said on Oct. 6 that it had released the “Online Interface Operation Guidelines for Preventing Dark Patterns,” a single document intended to raise operators' understanding of dark-pattern rules under the Electronic Commerce Act and to support compliance. Asia Economy, Chosun Ilbo, Yonhap and ZDNet Korea all carried the announcement the same day. [ 1 , 2 , 3 , 6 ]
The guidelines classify dark-pattern conduct into 13 types — behaviour that uses online interfaces to induce consumers' misperception or carelessness and steer them into irrational purchases, according to Yonhap and ZDNet Korea. For obstructing cancellation and withdrawal, the best-known type, the commission recommends that operators place the cancellation or membership-withdrawal button where a single click connects directly to the process, such as the first screen after logging in or My Page, rather than burying it in menus such as personal-information editing or security settings. Newsis led its report with the same recommendation. [ 1 , 3 , 4 , 6 ]
ZDNet Korea reported that the commission grouped the 13 types into four categories — deception, misleading, obstruction and pressure. The types it listed include “hidden renewal,” in which a recurring payment is charged without separate consent when the price rises or a free service becomes paid; drip pricing that adds mandatory costs at checkout; pre-selected options; a hierarchy that highlights only one choice; false discounts and recommendations; disguised advertising; procedures that make withdrawal harder than sign-up; and repeated pop-ups that push consumers to change their choice. The same outlet said the guidelines require separate consent within 30 days before an actual price change or paid conversion, and that writing automatic-payment terms into the original sign-up contract is not sufficient. [ 1 , 6 ]
On prices, ZDNet Korea reported that shipping, installation and tax that consumers must pay should in principle be included in the total shown on the first screen, and that where the total cannot be fixed in advance, the excluded cost items and the reason should be stated on the first screen or a directly linked page. Seoul Shinmun's headline also cited advance display of delivery fees. [ 5 , 6 ]
The release consolidates earlier material: the commission adopted voluntary online dark-pattern management guidelines in July 2023 and distributed question-and-answer material on six types in February 2025, Asia Economy reported. ZDNet Korea said the new document also reflects last year's dark-pattern monitoring and enforcement results, adding concrete examples of violations. Asia Economy and Yonhap reported that the commission collected opinions from business associations and held meetings from late August to reflect industry views. [ 1 , 3 , 6 ]
The commission said the guidelines should help operators understand dark-pattern rules and carry out related obligations, and that it will continue to watch changes in the online trading environment and new types of consumer harm and respond strictly to violations, according to Asia Economy and ZDNet Korea. The documents state no enforcement action or penalty attached to the release. [ 1 , 6 ]
Why it matters
The guidelines give e-commerce and telecommunications sales operators a single reference for what counts as a dark pattern under the Electronic Commerce Act, an area the commission says it will keep enforcing. Consumers gain a stated standard for how withdrawal and cancellation should be presented and how mandatory costs should appear at the first screen. The documents state no penalty or enforcement action attached to the release.
Key facts
- The Fair Trade Commission said it released the “Online Interface Operation Guidelines for Preventing Dark Patterns” on Oct. 6, 2026. [ 1 , 2 , 3 , 6 ]
- The guidelines divide dark-pattern conduct into 13 types, each presented with its concept, consumer harm pattern, key compliance points, cautions and examples. [ 1 , 2 , 3 , 6 ]
- For cancellation and withdrawal, the commission recommends placing the button where one click from the first screen after login or from My Page connects directly to the process, not under personal-information or security menus. [ 1 , 3 , 4 , 6 ]
- The guidelines restate the duty to obtain separate prior consent and give notice before raising recurring payment charges or converting a free service into a paid one. [ 1 , 6 ]
- ZDNet Korea reported that the 13 types are grouped into four categories — deception, misleading, obstruction and pressure — and that listed types include hidden renewal, drip pricing, pre-selected options, a misleading hierarchy, false discounts and recommendations, disguised advertising, withdrawal obstruction and repeated pop-ups. [ 6 ]
- ZDNet Korea reported that shipping, installation and tax that buyers must pay should in principle be included in the total shown on the first screen, with excluded items and reasons stated if the total cannot be fixed in advance; Seoul Shinmun's headline also cited advance display of delivery fees. [ 5 , 6 ]
- The release consolidates the commission's July 2023 voluntary dark-pattern management guidelines and its February 2025 question-and-answer material on six types. [ 1 , 6 ]
- The commission said it collected opinions from business associations and held meetings from late August to reflect industry views. [ 1 , 3 , 6 ]
Confirmed by several sources
- The Fair Trade Commission said it released dark-pattern prevention guidelines on Oct. 6 that classify 13 types of conduct. [ 1 , 2 , 3 , 6 ]
- The guidelines recommend that cancellation or withdrawal buttons be reachable in one click from the first screen after login or from My Page. [ 1 , 3 , 4 , 6 ]
- The commission gathered feedback from business associations and held meetings while preparing the guidelines. [ 1 , 3 , 6 ]
- The guidelines restate the obligation to obtain prior consent and give notice before raising recurring payment charges or converting a free service into a paid one. [ 1 , 6 ]
- The release consolidates the commission's July 2023 guidelines and its February 2025 question-and-answer material on six types. [ 1 , 6 ]
Still unclear
- Whether the guidelines are legally binding on companies or only recommendatory. The documents describe recommendations (권고) and state that certain dark-pattern conduct violates the Electronic Commerce Act, but do not state the guidelines' legal status.
- The four-category breakdown of the 13 types (deception, misleading, obstruction, pressure). Only the tech outlet's report gives this grouping; other documents describe the 13 types without the categories.
- The 30-day advance consent window before a recurring price increase or a free-to-paid conversion. This specific period appears in only one document and is not stated by the commission in the other reports.
- What specific new obligations, if any, follow for platforms beyond existing law. Only the commission's own framing is available; the documents contain no independent or industry assessment.
- Details of the Newsis item beyond its headline on the withdrawal button. The article text carried under that document concerns the Supreme Court chief justice and is unrelated to this event.
What local media are saying
Timeline, local time
- The Fair Trade Commission announces the release of the dark-pattern prevention guidelines; Asia Economy, Chosun Ilbo and Yonhap publish reports. [ 1 , 2 , 3 ]
- Newsis reports on the guidelines, highlighting placement of the membership withdrawal button on the first screen after login. [ 4 ]
- Seoul Shinmun publishes a report whose headline cites easy-to-find withdrawal buttons and advance display of delivery fees. [ 5 ]
- ZDNet Korea publishes a detailed report adding the four categories, named dark-pattern types and the consent and price-display rules. [ 6 ]