What's Happening?
South Korea has announced a new policy requiring advertisers to label ads created using artificial intelligence technologies. This decision was made during a policy meeting chaired by Prime Minister Kim
Min-seok, aiming to curb deceptive promotions that often feature fabricated experts or deep-faked celebrities. The policy will enhance the screening and removal of problematic AI-generated ads and impose punitive fines, particularly to protect older consumers who may struggle to identify AI-made content. The government plans to revise telecommunications laws to enforce these requirements by early 2026, with companies operating platforms also responsible for compliance.
Why It's Important?
The introduction of mandatory labeling for AI-generated ads is significant as it addresses the growing issue of deceptive advertising, which can mislead consumers and disrupt market order. This move is particularly crucial for protecting vulnerable groups, such as older adults, who may be more susceptible to such deceptions. By enforcing these regulations, South Korea aims to maintain consumer trust and market integrity while also setting a precedent for other nations grappling with similar challenges. The policy reflects a broader effort to balance technological advancement with consumer protection.
What's Next?
The South Korean government will work on revising relevant laws to implement the AI-labeling requirement, with plans to introduce punitive penalties for non-compliance. Monitoring and takedown procedures will be strengthened, including faster reviews and emergency processes to block harmful ads. The government also intends to enhance the capabilities of regulatory bodies like the Food and Drug Safety Ministry and the Korea Consumer Agency, using AI to improve oversight. These steps are part of a larger strategy to embrace AI while minimizing its potential negative impacts.
