South Korea's Consumer Agency has identified a significant number of misleading advertisements in which synthetic leather products are marketed as 'eco-leather', suggesting a false environmental friendliness. The investigation, which involved six major online open markets, found 53 instances of unfair advertising, with a considerable percentage using environmentally friendly terms directly in product names. This trend points to marketing strategies targeting vegan consumers focused on animal welfare, yet it raises serious questions about regulatory compliance regarding environmental claims.

A detailed report indicated that 68% of the unfair advertising instances involved the use of eco-friendly language in product names, while a smaller fraction appeared in advertisements and product information. The agency is concerned that such claims, particularly those suggesting the products do not involve animal harm, mislead consumers. They argue that without valid environmental evidence, such as evidence of reduced carbon emissions or harmful substance outputs, products labeled as 'eco-leather' may not hold up under scrutiny, especially since these synthetic alternatives are primarily derived from petrochemical materials that are harmful to the environment.

The prevalence of greenwashing exacerbated concerns about consumer trust and the integrity of eco-labeling in the market. While regulations exist to restrict broad and misleading advertising claims, many businesses continue to violate these guidelines, often using terms like 'eco-friendly' or 'natural' without substantiation. This behavior poses a risk of undermining genuine eco-initiatives and presents challenges for consumer protection concerning environmentally sound purchasing decisions, prompting calls for stricter enforcement and consumer education.