AI-Generated Ads Require Labeling in South Korea

South Korea will require advertisers to label their AI-generated ads starting next year, aiming to combat a rise in deceptive promotions that utilize fabricated experts and deep-faked celebrities endorsing various products, including pharmaceuticals.

During a policy meeting led by Prime Minister Kim Min-seok, officials noted the rising risks to consumers, particularly older individuals who may find it challenging to discern AI-generated content. Lee Dong-hoon, director of economic and financial policy at the Office for Government Policy Coordination, indicated that the government will amend the telecommunications act and related laws to enforce these labeling requirements by early 2026.

Companies that operate platforms will be tasked with ensuring compliance. The government has observed a significant increase in illegal online ads, with over 96,700 identified in 2024 alone, marking a sharp rise from the previous year.

To discourage the creation of misleading ads, officials plan to impose hefty fines and introduce punitive penalties. They also aim to enhance monitoring and rapid takedown procedures for harmful content.

This regulatory move comes in the context of South Korea's broader ambitions to advance in AI technology while addressing the accompanying risks, including misinformation and digital exploitation.