Suspected AI-washing cases identified

The Korea Consumer Agency has disclosed cases in which companies were asked to correct advertising suspected of overstating the role of artificial intelligence. Among the examples are promotions suggesting that an "AI doctor" endorses or guarantees a product, and marketing for an "AI shampoo" whose actual use of AI technology could not be substantiated.

The Fair Trade Commission has also published guidance on proper labeling practices in video media, addressing how advertisers must present claims to avoid misleading consumers. The agency's materials are intended to clarify when attaching the "AI" label to a product or service constitutes deceptive advertising.

No exact matching enforcement case found

While the advertising types described in the claim align with known categories of AI-washing, public records do not show a specific enforcement or sanction case against a particular company that exactly matches the "AI doctor guarantee" or "AI shampoo" examples. The claim therefore rests on the general pattern of corrective actions and official guidance rather than on a documented penalty against a named firm.

Authorities in South Korea have increasingly warned that adding "AI" to product names or ads without genuine AI functionality may violate fair advertising rules, and both the Korea Consumer Agency and the Fair Trade Commission have distributed related informational materials.

The claim that such advertisements amount to false advertising is largely supported by official consumer-protection materials, though a company-specific enforcement case has not been identified. Verdict: Mostly True