| Pseudonymous information |
Information pseudonymized so that a specific individual cannot be identified without additional information. It constitutes personal information and may be processed without consent for statistics compilation, scientific research, public interest archiving, etc., but processing to identify a specific individual is prohibited. |
| Pseudonymization |
Processing that deletes or replaces part of personal information so that a specific individual cannot be identified without additional information. |
| Virtual persona |
A virtual persona created based on artificial intelligence or similar technologies that is difficult to distinguish from reality. When making endorsements, testimonials, etc., the fact that it is a virtual persona must be disclosed. |
| Personal information controller |
A person or entity that processes personal information directly or through another party to operate personal information files for business purposes. |
| Transactional relationship exception |
A provision of the Information and Communications Network Act that exempts prior consent when advertising goods of the same kind within six months after the conclusion of a transaction using contact information received directly through that transaction. |
| False or exaggerated advertising |
Labeling or advertising that diverges from the facts or excessively inflates the facts through exaggeration. |
| Statistical power |
The probability of detecting a difference when a difference actually exists. 1−β |
| Economic interest |
A relationship of consideration between an advertiser and an endorser, such as cash, products, gift certificates, points, discounts, or employment. |
| Fixed-sample test |
A test designed to make a single determination only when a predetermined sample size is reached. Peeking mid-test and making decisions increases the error rate. |
| Likelihood of impeding fair trade |
The likelihood that labeling or advertising will impede consumers' rational purchasing decisions. |
| Advertising |
An act by a business entity of widely notifying or presenting matters concerning goods to consumers through newspapers, broadcasting, telecommunications, etc. |
| Commercial advertising information |
Information encouraging the purchase of goods or services for commercial purposes. Personalizing it does not change its nature. |
| Deceptive advertising |
Labeling or advertising conducted by means of concealment, omission, or downplaying of facts. |
| Baseline |
The current performance that serves as the starting point for comparison. Used for sample size calculations and evaluation criteria. |
| Omission |
Failing to disclose from the beginning or omitting facts material to consumers' purchasing choices. |
| Multiple comparisons |
Comparing multiple pairs simultaneously. The likelihood of obtaining a statistically significant result by chance increases. |
| Control group |
The group that receives existing content. Serves as the benchmark for comparison with the treatment group. |
| Withdrawal of consent |
A declaration of intention by which previously given consent to receive transmissions is withdrawn. |
| Rubric |
A table detailing grading criteria broken down into evaluation items and judgment methods. |
| Required disclosures |
Items that must be stated in commercial advertising information, such as the sender's name and contact information, opt-out methods, etc. |
| Random assignment |
A method of dividing subjects into groups by chance. It spreads unobserved differences evenly across both groups. |
| Peeking |
Checking the results of a fixed-sample experiment mid-stream and making decisions. Increases false positives. |
| Sample ratio mismatch (SRM) |
A condition where group sample sizes differ from the configured ratio beyond what can be explained by chance. |
| Exclusive claims |
Expressions that assert absolute superiority over competitors, such as "Maximum · Best · First · Foremost · Only". |
| Legal representative consent |
Consent that must be obtained from parents or guardians when processing the personal information of a child under 14 years of age based on consent. |
| Guardrail metric |
A metric monitored to ensure that business health does not deteriorate while improving core metrics (e.g., unsubscribe rate). |
| Unfair comparative advertising |
Labeling or advertising that claims one's own superiority without disclosing the subjects or criteria of comparison or without objective grounds. |
| Slanderous advertising |
Labeling or advertising that disparages another business entity or its goods based solely on groundless claims or unfavorable facts. |
| Matters relating to facts |
Content among advertising claims whose truth or falsity can be determined by reasonable grounds or objective data. |
| Novelty effect |
A phenomenon where the initial response spikes due to temporary curiosity about new content and then diminishes. |
| Likelihood of misleading consumers |
The likelihood that labeling or advertising will deceive consumers or cause them to misunderstand. Judged by the overall impression given to a consumer with ordinary care. |
| Opt-in confirmation |
A procedure to confirm whether consent is maintained every two years from the date consent to receive was obtained, by specifying the sender's name, the fact and date of consent, and methods for how consent is maintained or withdrawn (Article 62-3 of the Enforcement Decree). |
| Opt-out |
A declaration of intention to reject receiving commercial advertising information. Following this, no commercial advertising information may be transmitted. |
| Entrustee |
A person or entity entrusted to process personal information or transmit advertising. |
| Sequential testing |
A testing method that adjusts p-values and confidence intervals under the premise of repeatedly checking results during an experiment. |
| Corrective measures |
Orders issued by the Fair Trade Commission regarding unfair advertising, including cessation of violation, public announcement, corrective advertising, etc. |
| Identifying mark (publicity) |
A mark by which a well-known person can be recognized, such as their name, likeness, voice, or signature. Unauthorized commercial use may constitute an act of unfair competition under Article 2, Subparagraph 1 (t) of the Unfair Competition Prevention and Trade Secret Protection Act (also referred to in practice as a right of publicity issue). |
| Substantiation |
Proving that facts claimed in advertising are true using reasonable grounds or objective data. |
| Substantiation materials |
Materials used for substantiation, such as tests, surveys, expert opinions, academic literature, etc. |
| Separate nighttime consent |
Additional consent required to transmit commercial advertising information between 9:00 PM and 8:00 AM. Electronic mail is an exception. |
| Entrustment |
Entrusting tasks to another party. Personal information processing entrustment carries obligations regarding documentation, disclosure, and supervision (Article 26 of the Personal Information Protection Act (PIPA)), while advertising transmission entrustment carries management and supervision obligations (Article 50-3 of the Information and Communications Network Act). |
| Celebrity |
A person widely known through media or capable of exercising influence, such as an entertainer, athlete, physician, professor, or blogger. |
| Significance level (α) |
The upper bound of the risk of concluding that a difference exists when there is actually no difference. |
| Concealment |
Displaying material facts in excessively small print, for an overly brief duration, etc., so that it is practically difficult for consumers to recognize them. |
| Anonymized information |
Information with which an individual can no longer be identified even when using other information, taking time, cost, technology, etc., reasonably into account. The Personal Information Protection Act (PIPA) does not apply. |
| AI business operator |
A person or entity that develops and provides artificial intelligence or provides AI products or services using it. |
| Copyrighted work |
A creative work that expresses human thoughts or emotions. |
| Transmission qualification certification |
Certification under the Telecommunications Business Act required to be entrusted with transmitting certain commercial advertising information pursuant to Article 50-3 of the Information and Communications Network Act. |
| Corrective advertising |
Advertising published to correct the contents of unfair advertising. One form of corrective measures. |
| Previous transaction price |
The price at which the same good was actually sold over a substantial period recently (approximately the preceding 20 days). If it fluctuated, the lowest price among them. |
| Direct relationship |
The requirement that the content of substantiation materials must directly correspond to the advertising claims. |
| Treatment group |
The group that receives new content (e.g., AI copy). |
| Endorsements, testimonials, etc. |
Experience-based evaluations or solicitations that can be perceived as an independent opinion of a third party other than the advertiser, or recommendations by experts or organizations. |
| Code-based grading |
Grading that checks rules programmatically. Fast and reliable, but weak at complex evaluations. |
| Sample size |
The number of subjects required to detect a desired difference within a specified error risk. |
| Labeling |
Characters or figures written or affixed by a business entity to product containers, packaging, premises postings, etc. |
| Fair Labeling and Advertising Act |
The Act on Fair Labeling and Advertising. It prohibits unfair labeling and advertising and prescribes substantiation responsibilities. |
| Consent to processing for promotional purposes |
Consent obtained separately from other consents to use personal information for promoting goods or services or soliciting sales. |
| LLM grading |
A method of having a language model grade outputs according to a rubric. Scaled up only after first verifying reliability. |
| β |
The risk of failing to detect a difference when one actually exists. |
| δ |
The minimum difference that an experiment aims to detect. The smaller it is, the larger the required sample size. |