South Korea requires businesses to substantiate AI-related advertising claims
( September 2, 2026, 06:50 GMT | Official Statement) -- MLex Summary: The South Korean government will enforce a public notice Thursday requiring businesses that advertise the performance of products using artificial intelligence or other emerging technologies to substantiate those claims within a specified period. The Korea Fair Trade Commission said Wednesday that the requirement was included in the revised Public Notice on the Operation of Substantiation of Labeling and Advertising Claims, along with a shortened extension period for submitting substantiation materials and a checklist businesses can use to assess their own compliance. The KFTC said the notice aims to encourage businesses to secure objective and reasonable evidence supporting their advertising claims in advance and to ensure that advertisements are quickly discontinued when supporting evidence isn't submitted.The statement is attached (in Korean)....
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