Can Malicious Comments About Virtual Idols Be Sued? Korean Court Drops Ruling

In a landmark ruling that could set a precedent in the age of the metaverse, a South Korean court has determined that repeated insults directed at the virtual K-pop group PLAVE constitute defamation against the real individuals operating the avatars.

On May 14, 2025, Judge Jang Yoo Jin of the Uijeongbu District Court’s Goyang Branch ruled partially in favor of five members of PLAVE, ordering the defendant—identified as Mr. B—to pay  ₩100,000 KRW (about $73.20 USD) to each performer for emotional damages. The ruling stems from a civil lawsuit filed by the PLAVE performers in response to a series of derogatory social media posts made by Mr. B in July 2024.

Mr. B had posted phrases such as “PLAVE XXXX” and “The person behind the avatar is ugly” on the social platform X (formerly Twitter), targeting both the virtual characters and their real-life operators. The plaintiffs claimed these comments were defamatory and sought ₩6.50 million KRW (about $4,760 USD) each in damages.

In court, Mr. B argued that PLAVE is a fictional entity composed of virtual avatars and that the performers’ real identities were not explicitly revealed, thus failing to meet the legal threshold of specificity required for defamation. However, the court rejected this defense. Judge Jang emphasized that, under South Korean law, a victim need not be named directly for defamation to be recognized. If the context of a statement allows the public to reasonably identify the target, the legal standard of specificity is met.

“Avatars are virtual representations used by individuals for self-expression and communication in digital spaces. In the era of the metaverse, where digital and real-life identities are increasingly intertwined, insults directed at an avatar may infringe on the external reputation of the actual user.”

She further noted that the performers behind PLAVE were publicly known to many fans, regardless of the agency’s stance on disclosure. Mr. B was aware of their identities when posting the content, the court found, making the individuals clearly identifiable and therefore legally protected. While the court acknowledged the harm caused, it limited the compensation to ₩100,000 KRW (about $73.20 USD) per person, citing the level of language used and surrounding circumstances.

This ruling is being hailed as a significant moment in the evolving legal landscape around digital identity and virtual performance. Legal experts say it expands the definition of “personhood” in online spaces and reaffirms that digital avatars, when tied to known individuals, can carry real-world legal implications.

PLAVE, a five-member male virtual idol group consisting of Yejun, Noah, Bambi, Eunho, and Hamin, debuted in 2023. Operated by real performers using avatars, the group has grown in popularity, with their upcoming Asia tour kicking off in Seoul to a sold-out audience.