AI-generated ads face new disclosure rules in South Korea

Mandatory AI labelling aims to protect consumers in South Korea while raising concerns about innovation and uneven compliance burdens.
Regulators in South Korea say transparency is needed as synthetic advertising grows harder to detect across digital platforms.

South Korea will require advertisers to label AI-generated or AI-assisted advertising from early 2026, marking a shift in how the country governs AI in online commerce and consumer protection.

The measure responds to a sharp rise in deceptive ads using synthetic imagery and deepfakes, particularly in healthcare and financial promotions. Regulators say transparency at the point of content delivery is intended to reduce manipulation and restore consumer trust.

Authorities in South Korea acknowledge that mandatory labelling alone may not deter malicious actors, who can bypass rules through offshore hosting or rapidly changing content. Detection challenges and uneven enforcement capacity across platforms remain open concerns.

South Korea’s industry groups warn that the policy could have uneven economic effects within the country’s advertising ecosystem. Large platforms and agencies are expected to adapt quickly, while smaller firms may face higher compliance costs that slow experimentation with generative tools.

Policymakers argue the framework aligns with South Korea’s broader AI governance strategy, positioning the country between innovation-led and precautionary regulatory models as synthetic media becomes more widespread.

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