"Major Shift Toward Consumer-Centricity"... General Insurance Association Launches Consumer Protection Council

by Lee Seunghyeong

Published 28 Apr.2026 13:15(KST)

The General Insurance Association announced on the 28th that it has launched a consumer protection council, the first of its kind in the financial sector, in line with the financial authorities' policy direction to strengthen consumer protection.

At the 'Non-life Insurance Consumer Protection Council Launch Ceremony' held by the General Insurance Association of Korea on the 28th, Lee Byungrae, Chairman of the General Insurance Association of Korea (third from the left in the front row), and council members are taking a commemorative photo. General Insurance Association of Korea
Photo by General Insurance Association of Korea

The General Insurance Association held the launch ceremony for the council on the same day and conducted its first meeting. The council is composed of members from academia, the legal profession, consumer organizations, research institutes, the insurance industry, and sales channels, and is scheduled to convene quarterly as a rule.

The association plans to present industry-wide consumer-friendly improvement tasks and directions, aiming for a major transformation of the general insurance sector centered on consumers and to enhance trust. Lee Byung-rae, Chairman of the General Insurance Association, stated, "It is meaningful that the sector itself has established an autonomous body with a determination for self-reliance and unceasing self-improvement to lead fundamental changes," adding, "We hope this will become a driving force that strengthens competitiveness, leading to the restoration of trust and sustainable growth."

Main agenda items discussed at the meeting included improvements to the standards for recognizing liability ratios in car accidents and the introduction of an artificial intelligence (AI) advertising review system. The AI advertising review system examines prohibited expressions and potentially misleading statements for consumers, establishes a real-time detection system, and automatically identifies illegal advertisements online.

The General Insurance Association stated that for matters requiring legislative amendments or policy support, it will closely consult with relevant authorities, while issues that can be implemented immediately will be promptly addressed through meetings of the Chief Consumer Protection Officer (CCO).