South Korea to mandate AI ad labeling from next year to tackle deceptive promotions

A screen grab from Coca-Cola’s AI-generated Christmas commercial. PIC COURTESY/Coca-Cola

South Korea will now require advertisers to label their ads made with artificial intelligence technologies from next year as it seeks to curb a surge of deceptive promotions featuring fabricated experts or deep-faked celebrities endorsing food or pharmaceutical products on social media.

Officials said they will ramp up screening and removal of problematic AI-generated ads and impose punitive fines, citing growing risks to consumers, especially older people who struggle to tell whether content is AI-made.

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