South Korea Moves to Regulate AI Deepfake Ads
South Korea is moving to curb the escalating misuse of AI-generated deepfakes, particularly those promoting illegal online gambling platforms, with a new national mandate requiring clear labels on all AI-produced advertisements.
The government announced the upcoming regulations following a high-level meeting chaired by Prime Minister Kim Min-seok, who stated that deepfake-driven promotions have become increasingly sophisticated and difficult for ordinary users to distinguish from authentic content. Officials report that deceptive AI-generated ads have proliferated across major digital channels, including YouTube, Facebook and domestic social networks, often using fabricated professionals or unauthorized replicas of well-known public figures to endorse gambling sites or unverified products.
Regulators have linked the rise in such ads to the rapid accessibility of generative AI tools, which enable low-cost, high-volume content production. In 2024, the Food and Drug Safety Ministry identified more than 96,700 illegal advertisements, highlighting the scale and urgency of the issue. Several South Korean celebrities, including IU, Lee Honey, Ahn Sohee and Son Heung-min, have recently had their likenesses misused in gambling promotions, intensifying calls for stronger protections.
Under the new framework, individuals or entities involved in creating, editing or uploading AI-generated visuals will be required to label them clearly, and platforms hosting the content will share accountability for compliance. Additional measures include punitive damages of up to five times the financial harm caused by deceptive promotions and the authority to remove harmful content within 24 hours or through emergency blocking orders.
The reforms will be enacted through amendments to the Telecommunications Business Act and related laws, expected to take effect in early 2026. While the government maintains its commitment to fostering AI innovation, officials emphasize that regulatory oversight is essential to safeguarding consumers and maintaining trust in digital markets.
