South Korea’s Personal Information Protection Commission (PIPC) has imposed a record 62.468 billion won (approximately $47.8 million USD) fine on e-commerce giant Coupang for violating personal information protection laws. The penalty stems from the unauthorized collection and use of customer data, including addresses and purchase histories, for targeted advertising. This is the largest fine ever levied in South Korea for a data breach, and potentially among the highest globally. The PIPC determined Coupang failed to adequately obtain consent for data usage and misrepresented its privacy policies. The commission also ordered Coupang to implement corrective measures to enhance data security and transparency. This decision underscores growing scrutiny of data handling practices by major tech companies in South Korea and signals a stricter enforcement of privacy regulations. The case has drawn attention to the potential for substantial financial penalties for companies failing to protect user data.