( October 22, 2026, 02:29 GMT | Official Statement) -- MLex Summary: South Korea’s antitrust regulator on Thursday unveiled draft guidelines aimed at curbing misleading advertising involving artificial intelligence, including “AI washing,” exaggerated performance claims and deceptive promotions featuring AI-generated testimonials, virtual experts and deepfakes. The Korea Fair Trade Commission outlined criteria for assessing four types of unlawful advertising under existing law, covering false or exaggerated claims, deceptive advertising, unfair comparisons and disparagement of competitors. The guidelines provide 16 illustrative cases showing how businesses should accurately represent their use of AI, substantiate performance claims and disclose material information about operating conditions and limitations. The nonbinding guidelines would not introduce new legal obligations but seek to clarify how existing advertising rules apply to AI-related claims, with the regulator seeking public comments until Nov. 11 before finalizing them.Statement and guidelines are attached (in Korean)....
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