| In the course of the Olympic Games and Paralympics 2018 in PyeongChang, association advertising has moved into the focus of discussion in South Korea.|
South Korea had not specifically addressed association advertising in its laws, although some provisions of the Trademark and Copyright Act regulate certain activities typically associated with association advertising (e.g. trademark infringement, copyright protection of mascots). In the run-up to the Games, the law relating to the Olympic Games and Paralympics 2018 in PyeongChang (special law) was enacted to prohibit the unauthorized use of symbols related to the Games, Olympic logos, slogans, etc., but without specific association advertising to address. As a result, there was initially uncertainty about their admissibility.
The legislature reacted to this by introducing the following regulation.
| "Avoidance of association advertising|
| Anyone except persons authorized by the PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games (POCOG) to use game symbols * is prohibited from violating the economic interests of another by doing one of the following, even if not directly using game symbols become:|
|i)|| Labeling or advertising that incorrectly depicts a particular company, trader, or its products and services as having something to do with the Games or the POCOG by being displayed in connection with national athletes, certain Games or host facilities|
|ii)|| Labeling or advertising that incorrectly portrays a particular company, trader or its products and services as if they had something to do with the Games or the POCOG by using a registered word mark|
|iii)|| Labeling or advertising that incorrectly depicts a particular company, trader, or its products and services as having something to do with the Games or the POCOG by being displayed in connection with support for the Games or a national team|
|iv)|| Provision or preparation of the provision of tickets for games or goods that are sold for POCOG's profit making in order to sell the products and services of a particular company or a trader|
|v)|| Other actions that falsely suggest a close relationship with the Games or POCOG through the means mentioned in (i) to (iv) "|
| * Game symbols refer to one of the following symbols.|
This special law remains in force until March 31, 2019. While there are no penal provisions, violations can trigger claims for damages under the Korean Civil Code.
|1.|| Game-related insignia, mascots, torches, medals, certificates, slogans, identification melodies, pictograms, the Olympic flag, commemorative coins / notes, commemorative stamps, publications, posters, uniform designs and optical symbols designated by POCOG;|
|2.|| Various brands, designs, mottos, music and sculptures that contain the symbols mentioned in section 1;|
|3.|| Symbols similar to those mentioned in paragraph 1.|