Seoul:South Korea's antitrust watchdog has initiated efforts to gather public opinion on draft guidelines aimed at curbing misleading advertisements that exaggerate the use of artificial intelligence (AI) technologies, a practice known as "AI washing."
According to Yonhap News Agency, the Fair Trade Commission (FTC) announced plans to collect opinions until November 11, in response to the rising number of products promoting AI features, with some allegedly providing deceptive information to consumers. The FTC highlighted that the term AI is often used to describe products' advanced capabilities, which can lead consumers to perceive these products as superior or worth a premium price.
The draft guidelines address four main areas of potential violations of the Act on Fair Labeling and Advertising, providing a self-assessment checklist and frequently asked questions. The FTC provided examples of products such as electric hot-water heating mats, cat litter boxes, pillows, and weight-control shakes being marketed as AI products.
Additionally, the FTC expressed concerns about AI tools being used to create virtual people and fabricate reviews to market food and pharmaceutical products, especially targeting older consumers. While the guidelines are not legally binding, the FTC stated that they aim to help businesses avoid potential advertising law violations, assist consumers in making informed decisions, and promote fair competition in AI technology-related markets.