[Alpha Biz= Paul Lee] SEOUL, September 18, 2025 – Civic organizations have filed a complaint with the Fair Trade Commission (FTC), alleging that leading food delivery platforms Baedal Minjok (Baemin) and Coupang Eats engaged in deceptive advertising practices linked to their “one-person free delivery” promotions.
According to the People’s Solidarity for Participatory Democracy (PSPD), the Lawyers for a Democratic Society (Minbyun), and the Korea Consumer Federation, the apps pressured partner restaurants to artificially raise menu prices before applying discounts, creating the false impression that consumers were receiving genuine price reductions.
Both Baemin and Coupang Eats recently launched dedicated services targeting the growing single-person household market, offering free delivery on one-person meals. Under the promotion, restaurants that discounted menu items by at least 20% and waived minimum order amounts were featured on special in-app pages such as Baemin’s “One Bowl” and Coupang Eats’ “One Serving.”
However, civic groups say several restaurants objected, claiming that offering such discounts left them with no profit margins. In response, the platforms allegedly advised them to increase prices first, then apply discounts. For example, a dish originally priced at KRW 12,000 was raised to KRW 15,000, then advertised as “20% off” at KRW 12,000.
The organizations argue this practice amounts to false or misleading advertising under Korea’s Fair Labeling and Advertising Act, as well as potential violations of the Fair Trade Act. They further contend that because the delivery apps encouraged restaurants to adopt such practices and displayed the manipulated pricing directly in the app, the platforms should bear responsibility.
The FTC is expected to review the complaint and determine whether enforcement actions will follow.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
