The Korean Dental Association (KDA) called on the government and the National Assembly on September 26, 2026, to crack down on illegal marketing operations. These entities collect patients’ personal data through ultra-low-cost dental advertisements and sell those records directly to clinics.
The Underground Trade in Patient Data
According to a broadcast report by KBS, marketing agencies have been operating online discount campaigns for procedures like dental implants without disclosing the names of the treating hospitals.
Inside the Opaque Consultation Funnel
Patients who respond to these advertisements by requesting consultations must input their names and phone numbers on opaque landing pages. KBS reported that the entities gathering this information are marketing firms rather than medical providers.
Representatives from these agencies collect the submissions and sell the patient databases to individual dental offices for 50,000 to 60,000 won per lead.
Brokerage Violations and Regulatory Blind Spots
Government officials stated that collecting and trading patient contact information in this manner likely violates South Korea’s Medical Law regarding unlawful patient inducement and illegal brokerage. Authorities announced plans to investigate the extent of these marketing practices.
The KDA asserted that these promotions go beyond standard price competition by bundling low-cost treatment hooks with deceptive data collection tactics.
Secondary Harms and the Call for Penalties
According to the KDA, consumers often remain unaware of how or where their personal data gets transferred and traded, which leaves them vulnerable to secondary harms such as aggressive over-treatment or substandard care.
The association urged regulatory agencies to intervene immediately and enforce strict penalties for violations of medical advertising regulations and the Personal Information Protection Act.
Legislative Pressure and Field Monitoring
In addition to executive enforcement, the KDA pressed lawmakers to update existing statutes to prevent emerging, technology-driven illegal advertising methods that exploit online platforms. The association advised the public to exercise caution when encountering unusually steep discounts on medical procedures, warning that submitting personal details to unverified online ads can lead to privacy breaches and compromised healthcare services.
The KDA stated that it plans to intensify field monitoring alongside health authorities and investigative agencies to suppress illegal medical advertising and protect patient privacy. The organization emphasized that it will take rigorous legal action to establish a trustworthy medical environment.