Legendary K-Pop Idol Caught In False Advertising Controversy

On August 5, 2025, S.E.S member Bada issued an apology after becoming embroiled in a false advertising controversy. Previously, Bada appeared on a beauty content video and promoted product A, saying she had first seen it in Australia. However, suspicions arose that the product is not actually made in Australia but merely advertised with an “Australian concept.”

Bada took to her personal Instagram to apologize with a lengthy letter.

Hello, this is Bada.

First of all, I sincerely apologize for the disappointment caused by the product introduced through a recent YouTube channel.

I deeply regret not reviewing and judging more carefully before participating in the content. I feel very ashamed of myself. I said, “I first saw this product in Australia? Miracle Sydney seems to be popular there,” which was not factual, and caused confusion among viewers of the channel.

As a result, I caused confusion and mistrust among many consumers. I deeply reflect on this and sincerely apologize from the bottom of my heart. Taking this incident as a lesson, I will make sure to more thoroughly examine any content I participate in going forward, looking deeply into its substance and responsibility, and I will be extra cautious to ensure that my words and actions are not misunderstood or misleading.

Once again, I offer my deepest apologies to everyone who felt disappointed due to this incident. I will strive to stand before you with a greater sense of responsibility and sincerity from now on.

As I was in a rush to deliver my position quickly, if there are any shortcomings in the content of this letter, I kindly ask for your generous understanding and forgiveness.

August 4, 2025
Singer Bada

— Bada

Her agency also clarified that they had accepted the advertisement without looking carefully into the product, and had read off a script, resulting in the controversy.

“Bada did not receive any prior information about the product’s actual distribution background or whether the advertisement was false or exaggerated. Her line—“I first saw this product when I went to Australia. Miracle Sydney seemed to be quite popular there!”—was included with subtitles as part of the script.

Although there was no intention to deliberately spread false information or mislead consumers, we sincerely apologize for the confusion and mistrust this has caused. Both the artist and the agency are taking this matter seriously and with a heavy sense of responsibility.”

Bada has terminated her collaboration with the product as such. Bada previously advertised Miracle Sydney, a multi-purpose beauty cream that seemed to have hailed form Australia. The cream was in fact, not manufactured there.