Amid the investigation that Kakao Entertainment used a Facebook page to defame other K-pop artists, attention is focused on IVE Jang Wonyoung who might suffer from THIS.
In particular, the search conducted by the FTC is a response to the initial reports that Kakao Entertainment deliberately slandered rival idols or posted positive posts to promote their idols in the process of running an account called "Idol Lab" on the social media platform, Facebook.
Idol Lab sample posts (Daum)
Suspicions of a "reverse viral" strategy arose after it was revealed that friendly content was continuously posted on the page for idols belonging to Kakao Entertainment for groups, such as IVE and other affiliate teams; whereas, demeaning or non-viral content from competitor companies was posted, such as LE SSERAFIM, aespa, BLACKPINK and more.
It was then revealed that Kakao Entertainment actually acquired the page years ago and has been operating the now-deleted page, "Idol Lab," with the help of an outsourced company.
FTC's investigation was to determine the exact time Kakao bought the page and the reason it is operating without revealing its relationship with the company. Depending on the purpose such as for publicity and viral acquisition, they can be punished under the violation of the Display Advertising Act.
In a related development, an official from Kakao Entertainment said:
"It is true that the FTC visited the headquarters and conducted an on-site investigation. But (the allegation) is not true at all."
IVE Jang Wonyoung's Ad 'Disappears' Amid Kakao Defaming Idols Controversy
IVE Jang Wonyoung (SBS PD Note)
While Kakao Entertainment is embroiled in allegations of so-called "reverse viral" by slandering rival idols, attention is being paid to the aftermath on its celebrities.
The advertising industry's movement said:
"The advertising community is aware of the controversy."
In particular, some argued that brands that advertised Jang Wonyoung, who has been drawing attention by achieving the top spot in solo advertisements this year, began to erase her traces.
Jang Wonyoung (YTN)
People pointed out:
"It is difficult to find Jang Wonyoung's face on the cosmetics website (advertised by Jang Wonyoung)"
"The main model has changed to another model, not Jang Wonyoung on the clothing brand website. But it has only been three months to a year since the advertisement was signed."
As a result of the confirmation made by TopStarNews, Jang Wonyoung still occupied the main page of most brands she's in charge of advertising.
However, as it has been imprinted on the public as a "popular image" on various social media, Kakao Entertainment's "reverse viral suspicion" is expected to hurt the image of not only Jang Wonyoung but also celebrities belonging to Kakao Entertainment in the future.
IVE, Kakao (News1)
Kakao Entertainment is a comprehensive content subsidiary of Kakao, which was created in March last year by the merger of Kakao Page and Kakao M, and operates businesses in the media, music, and story sectors.
The agencies under the music category include Starship Entertainment, IST Entertainment, EDAM Entertainment, High-Up Entertainment, Antenna and more.
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