South Korea to Require Labeling on AI-Generated Advertisements

South Korea will require advertisers to label AI-generated content in their marketing materials, the latest enforcement measure under the country's AI Basic Law that took effect earlier this year.

The regulation targets advertisements that use generative AI to create images, video, voiceovers, or text — requiring a clear disclosure when AI tools play a substantial role in producing the creative output. The Korea Fair Trade Commission and the Ministry of Science and ICT will jointly oversee enforcement, with specific guidelines expected to detail what constitutes "substantial" AI involvement versus minor AI-assisted editing.

The move reflects growing concern among Korean regulators that consumers cannot reliably distinguish between human-created and AI-generated content, particularly as the quality of generative AI output improves. Deepfake technology and AI-generated celebrity likenesses in advertisements have drawn particular scrutiny, prompting calls for mandatory transparency.

South Korea's approach aligns with a broader Asian trend toward AI content disclosure. China already requires labeling of AI-generated content under its own regulatory framework, and Japan has issued voluntary guidelines encouraging similar practices. The EU's AI Act also includes provisions for labeling AI-generated content, making South Korea's mandatory approach consistent with the emerging global direction.

For advertisers and agencies operating in the Korean market, the regulation introduces new compliance requirements around documentation and disclosure. Companies will need to track which portions of their creative output involve generative AI and ensure appropriate labeling appears in final materials. The advertising industry has expressed mixed reactions — some welcoming the transparency mandate, others warning of compliance burdens for smaller agencies.