South Korea’s telecommunications regulator announced on Friday that it will launch a fact-finding investigation into e-commerce giant Coupang Inc. over allegations that its online ads have caused user inconvenience through so-called ad hijacking.

According to the Korea Communications Commission (KCC), the probe will determine whether Coupang violated provisions of the Telecommunications Business Act, including engaging in practices that restrict users’ rights or create inconvenience.

The investigation follows complaints that some users were forcibly redirected to Coupang’s homepage or app from unrelated websites and social media platforms.

The regulator said it had been reviewing the company’s advertising practices and business structure since November 2024.

According to the KCC, Coupang’s ads appeared across various online spaces and were found to redirect users without consent.

The KCC will also examine whether Coupang’s integrated account system, which does not allow users to independently withdraw from sub-services such as Coupang Play, violates user rights by making it difficult to terminate specific services.

The regulator said it will impose corrective orders and administrative fines if violations are confirmed.

“We have taken strict measures against fraudulent advertising by certain malicious advertisers, including suspending payments, canceling accounts, and operating a reward-based reporting system,” Coupang said. “We will fully cooperate with the investigation and work together to eradicate such practices.”

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