South Korea Restricts AI Personas in Cosmetics Advertising
South Korea has amended its Cosmetics Act to prohibit misleading AI-generated expert endorsements and introduced new labelling rules for virtual personas in advertising.
South Korea Restricts AI Personas in Cosmetics Advertising
South Korea Restricts AI Personas in Cosmetics Advertising
South Korea has amended its Cosmetics Act to prohibit the use of artificial intelligence (AI) in advertising where it may mislead consumers. The amendment (Act No. 21709), promulgated on 26 May 2026, explicitly forbids using AI-generated virtual personas to create a false impression that experts, such as doctors or pharmacists, are endorsing a cosmetic product.
In a related measure, the Korea Fair Trade Commission (KFTC) revised its Review Guidelines for Labeling and Advertising concerning Recommendations and Endorsements. Effective from 1 June 2026, the updated guidelines establish specific labelling requirements for advertisements featuring AI virtual personas. The changes are intended to provide greater transparency and prevent deceptive marketing practices.
Originally published at worldover.io