[Op-Ed] Tying Regulations Shouldn’t Block Consumer Benefits

The discounts and various benefits we enjoy are not the result of corporate goodwill. They are the product of competition to win consumers’ choices. Therefore, rather than regulating discount methods themselves, the government should focus on creating a market environment in which companies can compete freely.

Convenience stores’ “buy one, get one free” promotions are a common sight. Coupang Wow Membership offers various benefits for 7,890 won per month, including free shipping, free returns, and Coupang Play. Naver Plus Membership also provides shopping rewards and access to Netflix and Spotify for 4,900 won per month. As a result, consumers can enjoy more benefits for the same amount of money.

But one question arises: why do companies offer these discounts and benefits? Some think it is out of goodwill. Economics, however, offers a different answer.

Because companies are not charities, they must earn profits to survive. To make profits, they must be chosen by consumers. That is why companies offer lower prices and better services, while continuously introducing new benefits.

In the end, the discounts consumers enjoy are the result of competition. In fact, discounts are also an important strategy for companies. According to Coupang, during last year’s “Wow Members Day,” more than 400,000 people visited on average each day, and participating sellers saw an average sales increase of 89%.

Discounts are not simply events to lower prices. They are one of the competitive strategies used to win consumers’ choices and grow together with sellers. The fiercer the competition, the more companies try to retain consumers through greater benefits.

Recently, the government has been reviewing measures to regulate “tying” by platform companies. The reasoning is that bundling multiple services into a single offering could restrict competition. Of course, conduct that uses market dominance to limit competition clearly needs regulation.

But not all bundled sales should be regulated by the same standard. Some services are voluntarily chosen by consumers after comparing prices and benefits. If these are restricted across the board, the benefits consumers enjoy could also be reduced.

What the government should do is not predetermine how companies structure their products. It should intervene when consumer harm or restrictions on competition actually occur. At the same time, it should create an environment in which new firms can freely enter the market and compete. The more active the competition, the broader the range of choices available to consumers.

In addition, rather than uniformly restricting corporate discount methods, the government should create a market environment in which fair price competition can continue. The more active the competition, the more companies strive to win consumers’ choices through better services, and the broader the benefits consumers can enjoy as a result.

Hyunrim Lee, Intern Researcher, Center for Free Enterprise (CFE)

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Original title: [칼럼] 끼워팔기 규제, 소비자 혜택까지 막아선 안 돼

Author: Hyeon-rim Lee

Date: 2026-09-01

Source: https://www.cfe.org/bbs/bbsDetail.php?cid=free_opinion&pn=1&idx=29470