What Does This Mean?
Korean abbreviation of "내 돈 주고 내가 샀다" (paid for with one's own money, bought by oneself). It is attached to reviews and posts to signal that the product was bought, not sponsored or supplied for free, and that the opinion is therefore independent. Because some ads later used the label, readers treat it with some caution.
REAL-WORLD EXAMPLE
"The caption said "내돈내산 후기": she showed the receipt before praising the blender."
LORE & ORIGIN
Clipping of 내 돈(으로) 내가 산 (것). Dailian (2020-07-30) describes it as a neologism that spread as creators stressed that they had really paid for products, to signal trustworthiness after fake-review advertising drew backlash, and notes that even some "내돈내산" content turned out to be advertising, which worsened the controversy. It is the counter-label to the undisclosed-ad issue covered in the existing 뒷광고 entry.
MENTIONS OVER TIME
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