59 celebrities including Girls' Generation, Jang Dong Gun, Bae Yong Jun, and others have sued the open market.

The celebrities demanded that their name not be used without permission and sued eBay Korea, which runs G Market and Auction, and also SK Planet, which runs 11st, both of which are registered under the open market. On thesewebsites, many users can post their own items for sale, and sell items similar to ones that celebrities wore by writing 'Girls' Generation-style cardigan' or 'Bae Yong Jun-style glasses'.