Starting February 14, 2025, South Korea's updated subscription regulations mandate stricter user consent protocols for auto-renewing trials and discounted offers on platforms like Google Play and the Apple App Store.
These changes, driven by new consumer protection laws, aim to enhance transparency and reduce unintentional charges for users.
Key Changes to Subscription Policies
Mandatory User Consent for Price Changes and Renewals
Under the new regulations, free trials and discounted introductory offers must now obtain explicit user consent before converting to paid subscriptions.
For free trials, users must confirm payment within 14 days before the trial ends, or the subscription will be automatically canceled.
Similarly, for discounted offers transitioning to standard pricing, consent must be secured 30 days prior to the renewal date.
Both Google and Apple will notify users through email, push alerts, and in-app prompts to collect this consent. Failure to respond will result in the cancellation of the subscription.
Restrictions on Subscription Pausing and Early Access Programs
The updated rules also impose restrictions on subscription pausing and early access programs.
Users will no longer be able to pause subscriptions during free trials, discounted periods, or scheduled price increases.
Additionally, subscriptions paused before February 14, 2025, cannot resume until their scheduled end date.
Early access programs, which often provide exclusive content or features, will also face limitations in South Korea, with specific details still pending for developers.
Compliance Measures for Developers
To ensure adherence to the new rules, platforms like Google Play will handle notifications to users on behalf of developers.
This shift places the responsibility of compliance on the platforms, but developers offering trials or discounts must still adjust their workflows to accommodate these requirements.
The changes aim to create a more transparent and user-friendly subscription environment, though they may pose operational challenges for app developers.
Editor's Comments
As an ASO expert, I view these changes as a double-edged sword. While they prioritize user protection—a growing concern in South Korea's booming subscription economy (valued at over ₩100 trillion annually) —they also impose operational challenges for developers.
Key considerations:
- Localization: Apps targeting Korean users must streamline consent flows to minimize drop-offs. Highlighting value propositions before trial ends could mitigate cancellations.
- Market trends: With 71% of Korean users expressing interest in consolidated subscription management tools, expect demand for bundled services or unified billing solutions to rise.
- Global implications: Similar regulations may emerge in other markets, mirroring the EU's focus on consumer rights. Proactive adaptation is critical.
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