South Korea’s Financial Supervisory Service (FSS) and the Korea Financial Investment Association (KOFIA) are overhauling financial investment advertising rules to curb false and exaggerated promotions. The plan requires Consumer Protection Officers at financial investment firms to participate in advertising decisions and assess potential investor harm before approval. Firms must also pre-screen externally distributed market and industry analyses and review influencer campaigns from contract signing through post-publication management. KOFIA will create an Advertising Committee with industry, consumer and media representatives, expand mandatory reviews to advertisements on firms’ own channels for newly listed exchange-traded funds (ETFs) and high-risk products, and introduce clearer fine standards. Annual post-hoc inspections and an upgraded reporting center are also planned. KOFIA’s rule changes are due next month, with full implementation scheduled for January next year after firms update internal procedures.