One of the artificial intelligence (AI)-generated videos showed a man clad in a physician’s outfit explaining how NMN supplementation could lead to a 178% reduction in white hair.
Another showed how a supplement product could potentially cure cystitis and benign prostatic hyperplasia.
The MFDS uncovered these cases during an inspection of advertisements posted on online shopping malls and social media platforms between October 28 and December 12, with findings, including companies and products that have violated the law, announced on December 15.
The inspection focused on advertisements featuring AI-generated images of doctors and other experts, and those that misled consumers into perceiving general foods as health functional foods or pharmaceuticals.
AI fake ads supervision
The MFDS will step up its supervision of AI-generated expert advertisements next year, it announced on December 16.
The goal is to create a safe food environment, including blocking AI-generated recommendations and food and drug advertisements featuring “fake doctors”.
“The law clearly prohibits advertisements featuring fake doctors, pharmacists, etc, recommending food and medicine, thereby enhancing the enforcement of safety management...We will also block misleading and illegal false advertising to prevent consumer risks,” the MFDS said.
Violating the labelling and advertising act
A total of 16 companies were found to have violated the Act on Labeling and Advertising of Food during MFDS’ recent inspection.
Of which, 12 had used AI-generated expert videos to unfairly advertise and sell products worth approximately KRW$8.4bn (US$6.2m).
Another four had unfairly advertised general food products as pharmaceuticals or health functional foods and sold products worth KRW$3bn (US$2.2m) as a result.
Access to these online advertisements has been blocked, the MFDS said, adding that it has requested investigations on these companies from the relevant authorities.
“The Ministry of Food and Drug Safety will continue to work closely with relevant organizations, industries, and consumer groups to prevent consumer damage caused by illegal food advertising and establish a sound food distribution order, and will swiftly block the creation and spread of illegal and unfair advertising, and strictly punish violators,” the regulator said in the notice.
Common claims
In total, 63 advertisements suspected of using AI-generated images and videos, and 129 advertisements with misleading claims were found.
Most of the problematic advertisements surrounded disease prevention and treatment, and weight loss claims.
Examples included a processed sugar product claiming to exhibit “a similar mechanism of action to Wegovy” and a processed fruit and vegetable product claiming to “melt away inflammatory fat”.
Earlier in August, the MFDS also busted five companies selling fake supplements claiming to provide weight loss benefits. Made into the form of tablets and beverages, these fake supplements are said to be made from processed fruit and vegetable ingredients.
Others involved exaggerated claims such as “increasing cell self-recovery ability” and “making the skin clearer”.
“The violations included using the term ‘GLP-1 stimulation’ for a product with a name similar to the obesity treatment ‘Wegogy’; advertising a product with a name similar to the ADHD treatment ‘Concerta’ with claims such as ‘increased immersion’ and ‘brain activation’; and advertising a product with a name similar to the acne treatment ‘isotretinoin’ with the term ‘for acne’,” the MFDS said in its notice.
