This article was published on May 20, 2025, at 10 a.m. on the ChosunBiz RM Report site.
The Fair Trade Commission has confirmed that it has launched an on-site investigation into Woowa Brothers, which operates Baedal Minjok. This is the first investigation conducted shortly after the launch of a task force dedicated to the delivery app market. The commission is reported to be reviewing documents related to the cancellation of the subscription advertising (Ultra Call) that Baedal Minjok is promoting and its pricing policy (best treatment).
According to industry sources on the 20th, the Fair Trade Commission has been sending researchers to the headquarters of Woowa Brothers since the 19th to secure internal documents. This investigation comes about 10 months after the on-site investigation of three companies, including Baemin, Yogiyo, and Coupang Eats, related to the delivery app fee increase last July.(☞Related article: [Exclusive] Fair Trade Commission angry over Baemin fee increase… On-site investigation of Baedal Minjok, Yogiyo, and Coupang Eats)
The Fair Trade Commission announced on the 12th that it would operate a 'Delivery Platform Incident Processing Task Force (TF)' to expedite the handling of delivery app-related cases. The Director General is An Byung-hoon from the review management division (Grade 1), and Kim Moon-sik, head of the market surveillance bureau, serves as the secretary, comprising a total of seven personnel from the service industry surveillance division and the economic analysis division. This on-site investigation signifies that the commission has begun to examine transaction practices related to delivery apps in earnest.
The commission is reported to be investigating whether unfair practices exist, focusing on the cancellation of subscription advertising by Baedal Minjok and allegations of coercion of best treatment within the platform.
Baedal Minjok has operated a subscription advertising product 'Ultra Call' that charges store owners 88,000 won monthly for premium positioning within a specific area. Baemin plans to phase out this service starting in June and switch to a commission-based advertising model that charges per order. Store owners are expressing dissatisfaction over the expected surge in commission burdens, and organizations like the People's Solidarity for Participatory Democracy and store owner groups have formally reported the allegations of abuse of bargaining power to the Fair Trade Commission.
The allegations of coercion of best treatment involve claims that some platforms, including Baedal Minjok and Coupang Eats, required merchants to offer the lowest prices on their apps and limited exposure for those who did not comply. The Fair Trade Commission is currently reviewing an application for an agreement decision regarding this issue. Industry analysis indicates that 'the deployment of researchers on-site immediately after the TF's launch may be intended to send a pressure message to the platform side in conjunction with the agreement decision process.'
The Fair Trade Commission is also reportedly examining whether the recent UI overhaul of Baedal Minjok's app was designed to favor its own riders in the delivery process. Previously, consumers chose the delivery method first and then selected a restaurant, but it has recently been changed to select a restaurant before choosing the delivery method. Store owners argue that while 'Baemin Delivery' features positive phrases like 'fastest delivery' and 'location tracking available,' the 'store delivery' option, where the store owner conducts deliveries themselves, is only marked with 'location tracking not available,' disadvantaging consumer choice.
A Fair Trade Commission official noted, 'We cannot confirm whether there will be an investigation for individual cases or the specifics,' adding, 'If unfair trading practices are identified, we will take strict measures in accordance with relevant laws.'