SEOUL, South Korea — Beginning next year, South Korea will mandate that advertisers explicitly label any advertisements produced using artificial intelligence (AI) technologies. This initiative aims to combat the increasing prevalence of deceptive promotions on social media, which frequently feature fabricated experts or digitally altered celebrities endorsing food or pharmaceutical products. The government’s decision came after a policy meeting led by Prime Minister Kim Boo-kyum, underscoring the urgent need to shield consumers—especially older adults who may struggle to differentiate authentic ads from AI-generated ones—from misleading content. Lee Dong-hoon, director of a pertinent government agency, highlighted that the unchecked spread of AI-generated false advertisements is “disrupting the market order, ” urging “swift action” to restrain such practices. He noted that anyone who creates, modifies, or distributes AI-generated advertisements that fabricate endorsements or expert opinions will face stricter regulations under the new policy. The government plans to amend existing laws to meet the challenges brought about by the rapid development and misuse of AI in advertising. Officials have observed that the surge of AI tools has made it increasingly hard to detect and counter false ads. The issue extends beyond social media, infiltrating various sectors and raising serious concerns about consumer protection and fair market competition.

Beyond deceptive ads and misinformation, South Korea is grappling with wider problems linked to AI misuse, which threaten public trust and market stability. To tackle these challenges, the government intends to raise fines for violators and bolster monitoring systems, employing AI-driven technologies to identify illicit content more quickly and effectively. The goal is to establish a stronger framework for promptly recognizing and responding to AI-generated misinformation and fraudulent advertisements. Despite these risks, South Korea remains optimistic about AI’s potential. The nation continues to promote innovation while focusing on minimizing adverse effects as it advances deeper into the AI age. Prime Minister Kim emphasized the importance of balancing technological progress with consumer safety, stating that the government's new policies aim to encourage responsible AI use while safeguarding the public. The government’s strategy also includes ongoing research and development to improve detection methods and regulatory approaches. The Ministry of Science and Telecommunications has announced initiatives to support these efforts, targeting enhanced capacity to manage AI-related challenges effectively. This policy reflects South Korea’s proactive approach to regulating emerging technologies and addressing AI-generated content’s societal impacts. By requiring clear disclosure of AI’s role in advertisements, the government seeks to increase transparency, empower consumers to make informed choices, and preserve the integrity of the advertising market amid rapid technological evolution.