What's Happening?
South Korea has announced a new regulation requiring advertisers to label ads created using artificial intelligence technologies. This move aims to address the increasing prevalence of deceptive promotions that utilize fabricated experts or deep-faked
celebrities to endorse products, particularly on social media platforms. The decision was made following a policy meeting chaired by Prime Minister Kim Min-seok. The government plans to enhance the screening and removal of problematic AI-generated ads and impose punitive fines to protect consumers, especially older individuals who may struggle to discern AI-generated content. The labeling requirement is set to take effect in early 2026, with companies operating platforms being responsible for ensuring compliance.
Why It's Important?
The regulation is significant as it addresses the growing issue of misinformation and deceptive advertising fueled by AI technologies. By mandating clear labeling of AI-generated content, South Korea aims to protect consumers from misleading promotions that can disrupt market order. This move also highlights the broader challenge of regulating AI technologies, which are increasingly used in various sectors, including private education, cosmetics, and illegal gambling. The initiative reflects a proactive approach to minimizing the negative impacts of AI while promoting transparency and accountability in digital advertising.
What's Next?
The South Korean government plans to revise telecommunications and related laws to enforce the AI-labeling requirement. Additionally, the government will strengthen monitoring and takedown procedures for harmful ads, including enabling reviews within 24 hours. The Food and Drug Safety Ministry and the Korea Consumer Agency will enhance their monitoring capabilities using AI. The government also aims to bolster South Korea's AI capabilities by investing in research and development for AI-specific chips and expanding chip manufacturing hubs. These efforts are part of a broader strategy to position South Korea as a leader in the global AI race.
