South Korea’s Fair Trade Commission (KFTC) has sanctioned 17 online apparel retailers for false and exaggerated advertising about the material content of winter products such as padded jackets and cashmere coats.
- The KFTC found that several companies misrepresented down filling and fabric materials, including advertising products as “goose down” or with high cashmere content when they did not meet statutory quality standards.
- Quality standards require that garments labeled “goose down” contain at least 80 percent goose feathers and that down products have a minimum 75 percent down content.
- Some retailers used cheaper materials such as duck feathers or exaggerated cashmere percentages but presented products as premium goose down or high‑cashmere items, misleading consumers.
- The KFTC issued corrective orders to three companies and warning measures to the remaining 14 for violations of the Act on Fair Labeling and Advertising.
- Companies involved have already modified or removed misleading advertisements, halted sales of the affected products, and provided refunds and other remedies to consumers who purchased the misrepresented items.
- The KFTC plans to strengthen monitoring and cooperation with online platforms to prevent similar false advertising practices in the future.
In summary: The KFTC is actively enforcing advertising accuracy standards in the fashion sector by penalizing misleading material claims and protecting consumer rights in online apparel sales.
Please refer to the official press release from the office of Korea Fair Trade Commission: