There is some controversy over NewJeans' latest music program performance. 

The controversy arose during their performance on SBS' 'Inkigayo' on July 30 when they prominently featured the 'iPhone 14 Pro,' which they are endorsing, on stage while performing their new song "ETA." 

Approximately 20 seconds of indirect advertising was displayed during their 2-minute and 30-second performance, sparking debate among viewers.

Toward the end of the performance, NewJeans members were seen using iPhones to take pictures of each other and the audience. The broadcast incorporated iPhone camera perspectives, alternating between shots of the members with iPhones and members holding iPhones.

There were divided opinions regarding this advertising tactic. Some viewers expressed discomfort, considering it too blatant and akin to watching an infomercial on a music show. 

They questioned whether music broadcasting shows were now turning into a form of a home shopping network. One internet user sparked a discussion by raising the question of whether there has been a violation of the regulations established by the Korean Communications Commission (KCC). On the other hand, some viewers found the concept refreshing and in line with music videos, appreciating the group's attempt at something different.

Netizens commented, "When other artists have specific brand names in their songs, the broadcast show makes them edit their lyrics or blur out logos, but why is NewJeans advertising on stage?" "If this was approved by the music show it's the broadcaster's fault, and if it's improvised PPL without prior consent, then the Korean Communications Commission needs to step in," "I think this is crossing the line. Don't they know what music programs are for? A lot of people work hard just to make an appearance on music programs, but they're just now using it for their advertisement," "What is the Korea Communications Commission doing?" "They're not diligently performing on stage, they're just diligently advertising," "It's not their fault. The girls were just given the phone to film," "This is too much," "I guess people can even eat chicken while performing now, lol," "I'm disappointed because I used to like them from the beginning, but now they're just too absorbed in consumerism," and "If the broadcast allowed this advertisement, there's something corrupt going on there."

This isn't the first time New Jeans has utilized the iPhone for promotional purposes. In their music video for "ETA," the group heavily featured iPhones and being filmed on an iPhone 14 Pro as part of the concept, presenting a story of a party where the members dance while using their iPhones to take pictures of a male protagonist.