Consumer complaints regarding deceptive YouTube advertisements leading to overseas online shopping scams surged dramatically during the first half of the year, according to data released by the Seoul Metropolitan Government on June 26, 2024. Total inquiries and complaints logged with the 1372 Consumer Counseling Center and the Seoul Electronic Commerce Center reached 359 cases between January and June, with monthly filings multiplying sharply as summer approached.
YouTube Shopping Scams Surge Fourfold in Seoul
According to data compiled by the Seoul Metropolitan Government, monthly complaints tied to overseas shopping malls accessed via YouTube ads jumped from 31 cases in January to 142 cases in June, marking a roughly 4.6-fold increase. Victims frequently discovered that items ordered after viewing promotional video content differed drastically in quality upon arrival, or faced total communication blackouts from sellers that prevented returns and refunds.
The city’s oversight data highlights specific consumer grievances.
Apparel and Small Transactions Dominate Reported Cases
Analysis of the 359 total complaints filed in the first half of 2024 shows that fraudulent or exaggerated advertisements and refusals of refunds or statutory withdrawals accounted for the largest share at 24.0 percent each, totaling 86 cases. These were followed by uncontactable sellers at 21.7 percent, delivery failures at 13.4 percent, and excessive return shipping fee charges at 11.4 percent.
By product category, clothing and fashion items accounted for 227 cases, representing 63.2 percent of all reported damage. Furniture, living, and kitchen goods followed at 11.1 percent, while health and hygiene products made up 10.6 percent. Financial losses tended to be small individually, with the average damage amount per case resting at 7만849원으로 집계됐다. Transactions under 100,000 won accounted for 88.9 percent of all recorded incidents.
Middle-Aged and Older Consumers Hit Hardest
Vulnerability to these online advertisements concentrated heavily among middle-aged and older demographics. Among 339 cases where the victim’s age was verified, individuals in their 50s accounted for 34.8 percent of complaints, while those aged 60 and older represented 30.4 percent.
To combat these rising losses, the Seoul Metropolitan Government advises consumers to verify basic business registration details—such as company names, physical addresses, and contact numbers—listed at the bottom of e-commerce websites before making purchases based solely on high discount rates or video advertisements. Officials also recommend checking whether a site uses temporary hosting addresses or English domain names unrelated to the brand identity.
Protective Steps and Remedies for Scammed Buyers
Transactions requiring payment in foreign currencies such as U.S. dollars or requests for personal customs clearance codes signal that items will ship from overseas, requiring heightened caution from buyers. Consumers should capture screenshots of advertisement pages, order histories, and payment receipts to prepare for potential disputes.
When financial losses occur on international platforms due to fraud, non-delivery, or refund rejections, cardholders can utilize credit card “chargeback” services to request payment cancellations within the issuer’s specified application window. Consumers seeking guidance on e-commerce disputes can contact the Seoul Electronic Commerce Center via its website or telephone hotline, or reach out to the Livelihood Economy Safety Center.