NewJeansmember Danielle has released an Omega advertisement video and photos, sparking fresh controversy in the group’s ongoing legal battle with their agency ADOR. The luxury watch deal was negotiated directly by the group without ADOR’s approval, violating their exclusive contract terms according to court rulings. This comes just one day after Seoul High Court rejected NewJeans’ appeal to terminate their ADOR contracts.
Industry reports confirm NewJeans attempted to sign a two-party agreement with Omega through Manager A, an ADOR employee. The group claimed their contract with ADOR ended on May 29 and tried to honor pre-existing advertising deals independently. ADOR responded by placing Manager A on leave and warning Omega about potential contract violations.
“NewJeans communicated to the brand their intention to proceed with the advertising contracts that were signed prior to the termination of the exclusive contract, as originally agreed,” Manager A stated in an interview. The group also contacted other luxury brands through former Manager B, escalating tensions with their label.
ADOR quickly notified all affected brands that any direct deals with NewJeans would breach the group’s binding contract. The agency emphasized all advertising activities must go through official channels. This marks the latest clash in a dispute that began when NewJeans attempted to terminate their seven-year contract with ADOR in November 2024.
The Seoul High Court ruled on June 17 that NewJeans must honor their exclusive contract with ADOR, rejecting the group’s appeal. Judges found no legal grounds to overturn previous decisions favoring ADOR. The court warned unauthorized activities could result in penalties of 1 billion won ($726,300) per member per violation.
NewJeans had argued ADOR and parent company HYBE violated their trust by dismissing former CEO Min Hee-jin and alleged mistreatment. However, the court determined these issues didn’t invalidate their contract. The group rebranded as NJZ during the dispute and launched independent social media accounts in December 2024.
ADOR released a statement after the court victory: “We hope this ruling serves as an opportunity for the members to return to their rightful place as NewJeans and resume their activities. As they approach their third debut anniversary next month, ADOR is committed to providing full support.”
The Omega ad controversy follows a pattern of NewJeans attempting independent ventures despite legal restrictions. In December 2024, the group tried direct negotiations with another luxury watch brand, prompting ADOR to take similar protective measures. The Seoul Central District Court had already blocked such independent advertising deals in March 2025.
Legal experts note standard K-pop contracts require all entertainment activities to be agency-approved. Third parties working with artists on unauthorized deals may face liability. The court emphasized NewJeans’ seven-year contract was individually negotiated and legally binding.
NewJeans debuted under ADOR in July 2022 and quickly became one of K-pop’s most successful groups. Their contract dispute began after HYBE’s internal audit led to Min Hee-jin’s removal as CEO in August 2024. The group held a surprise livestream demanding her reinstatement the following month.
Min resigned completely from HYBE in May 2025 after a bitter public feud. She accused the company of “moral decay” and “dirty media play” in a lengthy statement. HYBE maintained it acted properly throughout the management changes.
The court noted HYBE created ADOR specifically for NewJeans and invested heavily in their success. Judges found no contractual guarantee of Min’s continued involvement as producer or CEO. They also dismissed claims that ADOR neglected the group’s career.
Fans remain divided, with some supporting NewJeans’ independence efforts while others want the group to resume activities under ADOR. Over 30,000 fans previously signed a petition backing the members’ contract termination. NewJeans will mark their third anniversary in July amid ongoing uncertainty about their future.
ADOR has scheduled comeback preparations but the group has refused to participate. During a June 5 court hearing, NewJeans stated: “The relationship of trust has already been completely broken. We have crossed a point of no return.” The main lawsuit over contract validity continues separately from the injunction rulings.
Industry observers warn the case could set important precedents for K-pop artist contracts. The court’s strict enforcement of terms highlights the power imbalance between agencies and artists. However, the rulings also protect labels’ significant investments in developing talent.
NewJeans’ Omega advertisement represents both their commercial appeal and the complex realities of K-pop contracts. While brands value the group’s influence, the legal situation creates risks for unauthorized partnerships. The court has made clear any independent activities could trigger severe financial penalties.
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