South Korea to mandate labels on AI‑generated ads to curb deceptive deepfakes

Summary

South Korea has announced plans to require that all AI‑generated advertising content be clearly labeled as such from early 2026, amid a surge in deceptive promotions using fabricated experts and deepfaked celebrities to sell products online. Under the proposal, anyone creating, editing or posting AI‑generated photos or videos in ads must apply labels that platforms are not allowed to remove, with higher fines and punitive damages for violators and increased AI‑based monitoring by consumer and food‑safety regulators.