South Korea’s Broadcasting Media and Communications Commission (BMCC) has passed an amendment to accelerate the review of false and exaggerated advertisements for food, drugs, cosmetics, and medical devices. The change, approved by the State Council on April 2, shifts from in-person to written review procedures, enabling faster action against deceptive ads, including those using AI or deepfakes. The amendment is expected to take effect in December.
Faster review process
Previously, the review process relied heavily on in-person meetings, causing significant delays. The new written review system allows the BMCC to respond immediately to false ads that impersonate doctors or other experts, provide fake medical information, or use AI-manipulated before-and-after images. This efficiency is intended to protect vulnerable groups, such as the elderly, from harmful advertising.
Expanded scope of written review
The amendment adds unfair advertisements in the food, drug, cosmetic, and medical device sectors to the written review list. This includes ads that exploit new technologies like AI and deepfakes, as well as deceptive before-and-after comparisons. The BMCC expects this to create a stronger safety net against misleading marketing.
Regulatory and channel signals
BMCC Chairman Kim Jong-chul stated, "We will quickly cut off the distribution chain of illegal advertisements in the food and drug sectors that are closely related to people's lives." He emphasized building a "tight digital safety net" through enhanced technical and institutional responses. At a press conference on March 30, he outlined policy directions of order, trust, and leap forward, noting that "neither promotion without regulation nor regulation without promotion is sustainable" in the global competitive environment.
What buyers should watch
Overseas importers and distributors of cosmetics, medical devices, and related products should monitor South Korea’s stricter ad review process. The new rules may affect marketing claims for products sold in Korea, especially those using AI-generated content or comparative imagery. Compliance with local advertising standards will be critical to avoid delays or penalties.
Source: Read the original report | Published: June 02, 2026