What products did the FTC cite as examples of misleading AI-washing claims in South Korea?

The examples included electric hot-water heating mats, cat litter boxes, pillows and weight-control shakes advertised as AI products. The FTC said consumers should be alert to claims of AI features when the products do not actually use those technologies.

Why does the FTC say AI claims in product advertising can mislead consumers?

The FTC said the term AI can make consumers perceive a product’s performance and reliability as superior because they associate it with advanced technology, accuracy and objectivity. That perception may also make consumers willing to pay extra.

FTC to collect public opinion on draft guidelines against 'AI washing'

Q: What kinds of AI-generated promotions are covered by the FTC’s draft advertising guidelines?

The draft also addresses the use of AI tools to create virtual people and fabricated reviews to promote food and pharmaceutical products to older consumers. These issues are included alongside claims that products have AI features when they do not.

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Summary

The Fair Trade Commission began collecting public opinion Thursday in South Korea on draft guidelines addressing advertisements that exaggerate or falsely claim products use artificial intelligence. The consultation runs through Nov. 11 and comes as more products advertise AI features. The proposed guidelines cover four categories of potential violations of the Act on Fair Labeling and Advertising, including misleading AI claims and AI-generated promotional content.

Key Facts

The FTC said consumers may view AI-branded products as more advanced, accurate and objective, and may consider them more reliable or be willing to pay extra.
Examples of products marketed as AI products included electric hot-water heating mats, cat litter boxes, pillows and weight-control shakes.
The draft includes a self-assessment checklist and frequently asked questions for businesses.
The FTC raised concerns about AI-generated virtual people and fabricated reviews used to promote food and pharmaceutical products to older consumers.
The FTC said the guidelines are not legally binding but are intended to help businesses avoid potential advertising-law violations, support consumer choices and promote fair competition in AI-related markets.

By Yonhap

Published Oct 22, 2026 10:14 am KST

The logo of the Fair Trade Commission / Korea Times file

Korea's antitrust watchdog said Thursday it has begun collecting public opinion on draft guidelines against advertisements exaggerating products' use of artificial intelligence (AI) technologies, a practice known as "AI washing."

The Fair Trade Commission (FTC) said it plans to gather opinions through Nov. 11 amid a growing number of products advertising AI features, with some allegedly providing misleading or deceptive information to consumers.

"The term AI is used to describe products' advanced technology, accuracy and objectivity, leading consumers to perceive their performance and reliability as relatively superior or to be willing to pay extra," the FTC said.

Amid the trend, the watchdog said consumers need to be aware of products advertised as having AI features even though they do not actually use such technologies.

The guidelines cover four major categories of potential violations of the Act on Fair Labeling and Advertising and include a self-assessment checklist and frequently asked questions.

The FTC cited examples including electric hot-water heating mats, cat litter boxes, pillows and weight-control shakes marketed as AI products.

The watchdog also expressed concerns over the use of AI tools to generate virtual people and fabricated reviews to promote food and pharmaceutical products to older consumers, noting the guideline also covers such issues.

"While the guidelines are not legally binding, they will help businesses prevent potential violations of the advertising law, help consumers make rational choices and promote fair competition in markets related to AI technology," the FTC added.

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