부동산 분양·아파트 인플루언서 마케팅, 주택법·표시광고법 규제 총정리

Promoting apartment presales through social media and influencers in Korea is allowed but sits under unusually heavy "double regulation." The Korean Act on Fair Labeling and Advertising treats false or exaggerated presale ads as unfair advertising, exposing developers to FTC corrective orders, surcharges, and criminal penalties (fines up to roughly KRW 150 million). The Housing Act adds duties to retain and provide copies of presale advertisements and effectively treats advertised claims as part of the sales contract. When a paid influencer posts, the FTC's endorsement guidelines also require clear disclosure of the material connection. This guide maps these three layers and shows how to control the risk operationally: retain ad copies, enforce disclosure, and bake compliance into contracts. Infls (infls.ai, operated by Bridzzi) chains influencer search, comparison, pricing, e-contracts, escrow settlement, and dispute mediation into one flow and records disclosure obligations and prohibited claims at the contract stage—run directly by the developer, with risk controlled by the system. All figures are general references; presale advertising legality requires confirmation from the FTC, Korea's national law portal, and qualified real-estate/advertising counsel.