Gov’t criticized for inconsistency in cross-border online shopping policies

Ban on sale of goods without Korean safety certification faces backlash

By Nam Hyun-woo

The government is facing mounting criticism for its inconsistent approach to regulations on overseas direct purchases of certain goods, following the recent retraction of a policy proposal due to strong consumer backlash.

During a press briefing, Sunday, the government announced that its proposed ban on 80 items, including toys, strollers, and home appliances lacking the Korea Certification (KC) safety mark, would only be enforced once their actual harmfulness is confirmed.

This marks a notable reversal from its previous position of completely prohibiting consumers from directly purchasing such products on foreign e-commerce platforms.

“It is not true that all 80 items have been banned immediately from direct cross-border shopping,” Second Vice Minister of the Government Policy Coordination Lee Jung-won said, expressing regret for “causing confusion.”

He said the government’s intention is to enhance consumer safety, particularly concerning items related to health that demand heightened safety measures. Additionally, he affirmed that detailed guidelines would be devised to mitigate public inconvenience.

“The industry ministry and other related government agencies will conduct safety tests on products shipped into the country and ban the direct overseas purchases of products that are found to contain harmful substances,” Lee said.

A Seoul Metropolitan Government official holds a children’s hairband containing harmful substances that the city government found to be available on foreign e-commerce platforms, at City Hall, May 16. Yonhap

The comments came three days after the government’s announcement of the regulation, which sparked an immediate backlash from consumers.

On May 16, the government said direct cross-border purchases of products posing significant risks to public safety and health would be prohibited if they lacked the KC safety mark.

It listed 68 items that lack a KC safety mark which will be banned from purchases on foreign e-commerce platforms, including toys, strollers, electric heating mats, chargers, lamps and rechargeable battery modules for electrical devices. It added that 12 chemical products, including humidifier sanitizers, will be prohibited unless they undergo domestic certification processes.

The government said the scheme is aimed at preventing harmful products from being purchased through foreign online shopping platforms without any safety checks — apparently reflecting recent findings that some goods sold by AliExpress and Temu contained carcinogenic substances.

The regulation, however, triggered a massive backlash from consumers, including parents who are constantly on the lookout for affordable baby products. Postings and video clips questioning which product will be banned or criticizing what they called the government’s “indiscriminate regulations limiting consumer rights” flooded social media and YouTube.

Politicians also raised their voices.

“Cross-border shopping through foreign e-commerce platforms has already become a common consumption pattern. When people called for safe products and sensible purchasing options, the government’s response of removing the entire market represents a significant misinterpretation of public demand,”the main opposition Democratic Party of Korea (DPK) said in a commentary, Sunday.

“This is not the first time that the government flip-flopped on its decisions after proposing clumsy and controversial policies,” it added.

Former ruling People Power Party (PPP) interim leader Han Dong-hoon also wrote on Facebook Saturday that the regulation “should be reconsidered because it excessively limits consumers’ rights to choose.”

“If the KC safety mark becomes a mandatory requirement, it will constitute excessive regulation affecting a broad range of products based on vague criteria.”