쿠팡 ‘와우회원가’ 기만광고에 과징금 5억원

The Korea Fair Trade Commission has imposed a fine of 500 million won on Coupang for deceptive marketing practices related to its 'Wow Member' pricing. Regulators determined that the e-commerce giant misled consumers by presenting discounted prices as exclusive to members, even when those same prices were available to non-members. The investigation revealed that Coupang failed to clearly communicate that the promotional rates were not restricted to its subscription base. This practice was found to unfairly influence purchasing decisions by creating a false sense of urgency and exclusivity. Consequently, the company has been ordered to rectify its advertising strategies to ensure transparency for all shoppers.

This ruling highlights the regulatory crackdown on misleading e-commerce pricing tactics designed to manipulate consumer behavior.