In January 2021, the Korea Fair Trade Commission (the “KFTC”) imposed a corrective order and administrative fine of KRW 26.6 billion on Naver (the “Corrective Order”) after finding that from approximately February 2012 to August 2020, Naver altered its algorithm for ranking product search results (the “search algorithm”) in Naver Shopping, a comparison shopping service, to favor sellers who are listed on Naver Smart Store, an open market platform service. Specifically, the KFTC found that Naver’s act of altering the search algorithm constituted (i) an abuse of its market-dominant position and unfair trade practices through discriminatory treatment under the Monopoly Regulation and Fair Trade Act (the “MRFTA”), and (ii) unfair trade practices in the form of unfair customer solicitation through deceit.
Kim & Chang - South Korea,
October 23 2025
