South Korea
South Korea to Mandate Labels on AI-Generated Advertisements From 2026: South Korea will introduce mandatory labels for all AI-generated advertisements from early 2026, as the government moves decisively to curb a sharp rise in deceptive digital promotions. These misleading ads increasingly rely on fabricated experts and deepfake celebrities to endorse products ranging from health supplements and cosmetics to gambling services, raising serious consumer protection concerns.
The decision followed a high-level policy meeting chaired by Prime Minister Kim Min-seok on Wednesday December 10th, where officials warned that AI-powered manipulation is rapidly distorting online markets. Moreover, authorities cautioned that vulnerable consumers are being exposed to high-risk and fraudulent content at an unprecedented scale. As a result, the government plans to intensify screening, accelerate takedowns of misleading advertisements, and impose stronger penalties to deter misuse.
Speaking after the meeting, Lee Dong-hoon, Director of Economic and Financial Policy at the Office for Government Policy Coordination, said the rapid spread of AI-generated content is “disrupting market order.” He emphasized that clear and mandatory labelling is essential to help users identify synthetic visuals or audio. Under the proposed framework, anyone who creates, edits, or uploads AI-generated photos or videos will be legally required to tag them. In addition, digital platforms will be prohibited from altering or removing those labels.
The scale of the problem has escalated quickly. According to government data, the Food and Drug Safety Ministry flagged more than 96,700 illegal online ads in 2024 related to food and pharmaceutical products. By comparison, nearly 69,000 violations were already detected through September this year, while around 59,000 cases were recorded in 2023. Officials say the misuse has now expanded beyond regulated goods into private tutoring services, beauty promotions, and black-market gambling networks, overwhelming existing monitoring systems.
Importantly, the labelling initiative forms part of a broader crackdown on AI-related digital harm. South Korea is confronting a growing number of crimes involving synthetic media. In a high-profile case last month, a Seoul court sentenced a man to life imprisonment for running an online blackmail ring that used deepfake sexual imagery to exploit more than 200 victims, many of them minors. Consequently, policymakers have accelerated efforts to strengthen legal and technological safeguards.
Under the new regulatory framework, authorities plan to introduce harsher fines and punitive damages of up to five times the financial losses caused by individuals or groups that knowingly circulate false or manipulated information. Furthermore, regulators are preparing faster review timelines, including 24-hour assessments and emergency blocking procedures. Agencies such as the Food and Drug Safety Ministry and the Korea Consumer Agency will also expand their monitoring capabilities, partly by deploying AI tools themselves.
At the same time, the government insists it will not slow innovation. Prime Minister Kim stressed that the goal is to “minimize the side effects of new technologies” while maintaining South Korea’s competitive edge. He highlighted the country’s ambition to lead in AI-specific semiconductors, noting that Samsung Electronics and SK Hynix together control more than 65% of the global memory chip market.
Meanwhile, the science and telecommunications ministry announced additional reforms aimed at supporting AI growth. Mobile carriers will be required to shift to standalone 5G networks as part of their licence renewal conditions for 3G and LTE services. These networks offer lower latency and higher speeds, making them better suited for AI-intensive applications.
In conclusion, South Korea’s move to mandate labels on AI-generated advertisements marks a significant step toward restoring trust in digital markets. By combining stricter regulation with continued investment in advanced technologies, the country aims to protect consumers while positioning itself as a global leader in responsible AI innovation.
