JTBC has recently issued an apology following an incident where the Japanese flag was inadvertently shown during a broadcast of a women's curling match between South Korea and Japan. This incident occurred during a mid-game advertisement on the night of January 15, causing significant controversy due to its timing and context. The broadcaster explained that the graphic was mistakenly displayed for over ten seconds and promised to enhance their checks and management to prevent such occurrences in the future.

This incident is part of a series of criticisms faced by JTBC during the ongoing Winter Olympics in Milan and Cortina d'Ampezzo. Just days prior, JTBC was criticized for failing to broadcast a historical gold medal win by South Korean athlete Choi Ga-on in snowboarding, which was aired on a different channel. Many viewers were frustrated by the channel switch, especially given Choi's prominence as a medal contender and the ongoing debate over the network's handling of Olympic coverage rights.

Furthermore, JTBC's attempt to secure exclusive broadcast rights for the Olympics has led to tensions with the three major terrestrial broadcasters in South Korea, from whom it was unable to resell rights due to various complications. Critiques directed at JTBC from industry insiders highlight the importance of meticulous preparation, especially given the responsibility of exclusive broadcast rights, suggesting that basic errors should not be repeated when fulfilling such a significant role in event coverage.