i-dle's Miyeon Faces Medical Advertising Complaint Over Health Checkup Video

i-dle member Miyeon has become the subject of a complaint over a YouTube video documenting her health checkup and sedated endoscopy. The complaint asks whether the content constitutes medical advertising under South Korean law.

According to industry reports on Sept. 8, an individual identified only as A filed the complaint with the Yongsan District Public Health Center in Seoul through the government-run e-People petition portal on Sept. 7.

A asked authorities to determine whether the video falls under the legal definition of medical advertising, citing the appearance of a specific medical institution, medical personnel and facilities.

The video, titled "i-dle's Miyeon Gets Her First Health Checkup at 30," was released on the YouTube channel "Jeondosa" on Sept. 1. It followed Miyeon as she underwent a health screening and sedated upper endoscopy.

The original version included on-screen text reading "sedative administered," along with footage of Miyeon receiving the drug and an endoscope being inserted through her mouth. The name of the medical institution, its staff and its interior facilities also appeared.

"The content shows the name of a specific medical institution, its medical staff, its facilities, information about its expertise, the administration of sedatives and the actual endoscopy procedure," A said.

A also requested a review of whether the content constitutes medical advertising, who was responsible for the advertising, how extensively the medical institution was involved in the production and filming, and whether the use of the term "specialty hospital" and the exposure of the procedure were appropriate.

The complaint also concerns how the institution was described in the video. Text displayed inside the facility referred to it as a "health screening center and specialty hospital for gastroscopy and colonoscopy." A said publicly available health care provider records classify the institution as a clinic, or "uiwon," rather than a specialty hospital, and asked authorities to examine whether the description was used appropriately.

Guidelines issued by South Korea's Ministry of Health and Welfare state that a post may fall under medical advertising regulations even if it was not distributed as paid advertising. Content that provides consumers with information about medical procedures, institutions or professionals may qualify as medical advertising, depending on its content and how it was produced.

The complaint has been assigned to the relevant department at the Yongsan District Public Health Center and is under review.