Scientific proof required for hangover cure claims in ads next year

(MK DB)

Starting in 2025, companies producing hangover relief products in South Korea will need to back up their claims with scientific evidence if they use phrases like “sobers you up” or “for the morning after drinking” in advertising or labeling.

According to a new policy announced by the Ministry of Food and Drug Safety on Monday, businesses must provide human trial data to substantiate their claims and have their materials reviewed by the Korea Food Industry Association.

If submitted evidence doesn’t align with the advertised claims, companies may face administrative penalties, such as a 15-day suspension of operations, the ministry said.

This move aims to protect consumers from misleading claims about alcohol-related remedies and ensure that any stated benefits are scientifically valid.

There will also be other consumer-focused reforms in 2025.

People will soon be able to purchase personalized health functional foods tailored to their specific needs, based on consultations with professionals like pharmacists or nutritionists.

The government is also cracking down on shrinkflation, where manufacturers reduce product sizes while keeping prices the same or even higher.

Companies will now be required to disclose size reductions for at least three months after any change, helping consumers stay informed and make better purchasing decisions.