Seoul opens consultation on guidelines against AI washing in advertising
South Korea's Fair Trade Commission is collecting comments until 11 November on draft guidelines governing advertising that refers to artificial intelligence.
By GennnAi··1 min read
The consultation, opened on 22 October, invites companies, consumers and experts to respond. The text targets AI washing, meaning products presented as AI-enabled that are not, and advertising that omits the limits or scope of the AI used. Non-binding, the guidelines apply the advertising law to AI cases, with a self-check list and an FAQ. The effective date will be announced when the text is finalised.
Source: Commission coréenne de la concurrence, published on October 22, 2026.