South Korea will require advertisers to clearly label promotions created with artificial intelligence (AI) beginning next year, as the government moves to curb a surge of deceptive ads featuring fabricated experts or deep-faked celebrities, according to reporting by the Associated Press.
The plan was announced following a policy meeting chaired by Prime Minister Kim Min-seok, where officials warned that AI-generated ads are increasingly misleading consumers, particularly older people who may struggle to distinguish real content from synthetic media. Authorities said they will strengthen screening, accelerate takedowns, and impose tougher penalties on violators.
“Anyone who creates, edits, and posts AI-generated photos or videos will be required to label them as AI-made,” Lee Dong-hoon, director of economic and financial policy at the Office for Government Policy Coordination, said in a briefing. Platforms will also be prohibited from allowing users to remove or alter those labels, he added.
AI-generated advertisements using digitally fabricated experts or deepfake videos of celebrities have proliferated across YouTube, Facebook, and other platforms, promoting products ranging from weight-loss supplements and cosmetics to illegal gambling services. The Food and Drug Safety Ministry identified more than 96,700 illegal online ads for food and pharmaceutical products in 2024, with tens of thousands more flagged this year, officials said.
To enforce the new rules, the government plans to revise the telecommunications act and related laws so the labeling requirement can take effect in early 2026. Platform operators will be held responsible for ensuring advertisers comply. Authorities also plan to increase fines and introduce punitive penalties, including liability for damages of up to five times the losses caused by knowingly distributing false AI-generated information.
Officials said monitoring and takedown procedures will be sped up, with reviews completed within 24 hours and emergency blocks imposed when necessary. Despite the risks, South Korea continues to push aggressively into AI development, with Prime Minister Kim emphasizing the need to manage harms while advancing national ambitions in chips, networks, and AI-driven innovation, AP reported.
Need Help?
Keeping track of the growing AI regulatory landscape can be difficult. So if you have any questions or concerns, don’t hesitate to reach out to BABL AI. Their Audit Experts can offer valuable insight, and ensure you’re informed and compliant.
