Cosmetics accounted for 63 cases, 44 of which touted drug-like benefits such as "skin regeneration" and "anti-inflammatory" effects.
Toothpaste, mouthwash and tooth whiteners, staples of holiday gift sets, drew 45 cases of false or exaggerated claims.
Another 142 ads peddled illegally distributed medical devices such as blood pressure monitors, and 58 passed off ordinary goods as medical devices with claims of "pain relief."
The ministry asked regulators to block the offending sites.
South Koreans customarily exchange gift sets with relatives, colleagues and business partners before Chuseok, the autumn harvest holiday, and Seollal, the Korean New Year holiday.
This year's Chuseok holiday runs from Sept. 24 to 26.
The ministry uncovered 178 similar violations before Seollal and 214 ahead of Chuseok last year, with oral care products such as toothpaste flagged both times.
AJP Takeaways
- South Korea's Ministry of Food and Drug Safety said on Sept. 17, 2026, that it found 308 cases of misleading ads and illegal distribution for toothpaste, cosmetics and medical devices sold online before Chuseok.
- The 308 cases break down into 142 illegal medical device ads, 63 cosmetics ads, 58 ads passing off consumer goods as medical devices, and 45 oral care product ads.
- The ministry found 214 violations before Chuseok in 2025 and 178 before Seollal in February 2026.
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