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South Korean watchdog finds 20 suspect 'AI' ads, guidance coming next year

( November 7, 2025, 02:47 GMT | Official Statement) -- MLex Summary: South Korea’s competition regulator said Friday it identified 20 suspected cases of “AI-washing” — using “AI” labels where no AI is applied or only minimal functionality exists, thereby misleading consumers — in home-appliance and electronics ads, and secured voluntary fixes or deletions from sellers as part of its market-monitoring sweep conducted between May and July. According to the Korea Fair Trade Commission, the review covered major marketplaces, including Naver, Coupang, Kakao, Lotte ON, 11Street, Auction, SSG.com and Gmarket, where many ads labeled simple sensor-based automation as AI. The regulator said it will issue a guideline next year on unfair AI labeling and advertising and continue joint monitoring with the Korea Consumer Agency.The statement, in Korean, is attached. ...

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