Naver Webtoon Introduces Stricter Hate Speech Guidelines After Controversy
In response to mounting criticism over hate-filled content, Naver WEBTOON announced on May 29 it will introduce its revamped content and community guidelines aimed at preventing discriminatory or offensive material. The updated rules will take effect on June 30.The move follows backlash over the amateur webtoon Otherworldly Pongpong Man, which was accused of containing misogynistic content and sparked a widespread boycott last year. The term "Pongpong Man" carries misogynistic connotations in South Korea. Pongpong is a widely used slang term for dishwashing detergent, and in this context, it refers to a woman with a so-called "promiscuous" past who hides it and ends up with a kind and innocent man. The idea is that the man "cleanses" the woman, much like detergent. This derogatory implication made the title of the webtoon Otherworldly Pongpong Man controversial from the start, drawing strong backlash. The webtoon had passed the first round of a public contest in October 2024 before being pulled amid public outrage.Previously, Naver WEBTOON applied operational rules only to serialized works and amateur webtoons under its “Best Challenge” and “Challenge” sections. Now, the platform will monitor all user-generated content, including reader comments and creator homepage posts.Under the new policy, accounts responsible for posting inappropriate content — whether webtoon creators or commenters — may face restrictions. In addition, if hate-related content causes financial harm to Naver WEBTOON, the company may seek compensation.The updated guidelines define what constitutes "inappropriate content," including:In announcing the changes, Naver WEBTOON issued a renewed apology, although it did not mention the Otherworldly Pongpong Man incident in its apology directly.The controversy last year led to a boycott campaign and even offline protests, including condolence wreaths and protest trucks outside Naver's headquarters. In response, the company formed an external advisory committee in December and revised its policies after conducting surveys with 150 creators and 1,000 users.This update marks one of the most comprehensive efforts by a major webtoon platform to address hate content and rebuild trust with its community.Sources: Naver Webtoon, YNA (Kyung-yoon Kim)
