[Young journalist Sookyung Her] The use of AI(artificial intelligence) generated ‘fake experts' will be prohibited. AI-based recommendation advertising used in the food, cosmetics, and pharmaceutical industries will be restricted to enhance consumer protection.

On the 24th, the Ministry of Food and Drug Safety announced that a bill to amend the Act of Food Labeling and Advertising, Pharmaceutical Affairs act, Cosmetics act, act about Drug Managment, Food Sanitation act had passed the Plenary session of the National Assembly. This amendment is an action reflecting the recent changes in the public health and safety environment such as the increase of AI usage and drug-related crime, and instablity of mandatory medicines.

The most noticeable change is about the regulation of advertisement based on AI. According to the amendment bill, the act of advertising food·medication by using AI generated images will be banned. Certain companies used AI generated images and audio of ‘professionals’ as their marketing strategy so far, but concerns that these ‘fake experts’ could mislead consumers have been reflected in the revision.

The government aims to prevent using AI generated false and exaggerated advertisment, and expects the new regulation decrease the consumer damage. In particular, the new regulations are expected to intensify the credibility of advertising products that are especially important such as health functional foods and cosmetics.

The pharmaceutical supply system has also been improved. Through the amendment to the Pharmaceutical Affairs Act, the government allowed themselves to ask companies to make National Essential Medicines in Korea. This is for obtaining essential medicines safely even in supply shortage or interruption, which is focused on extreme situations like infectious diseases or national disaster.

The drug-crime response system will also be improved. The improved Narcotics Control Act allowed special investigative techniques like undercover investigations. Furthermore, to speed up the response of new spreading drugs, the notice period before labeling new substances as temporary controlled substances was shortened from a month to 14 days.

Food safety management will also be strengthened. Due to the Food Sanitation Act Amendment, companies that make Food for Special Medical Purposes, like foods for patients, should choose a Person in Charge of Sanitary Control, and they must report Manufacturing Items Details to the relevant authorities. This is a response to a situation in which the number of consumers with special nutritional needs is increasing, aimed at improving the safety and management of these products.

The industry sees this amendment as a ‘regulatory package’ intended to respond to the spread of AI technology and public health and safety issues. An industry official said “AI-based marketing has spread fast, which created concerns about a regulatory gap”, adding “This measure will increase the credibility of the advertising market, and at the same time, strengthen the government's role in public health and safety, including essential medicines and drug-crime control."

This amendment will take effect after a grace period followed by the official announcement and related industries will be expected to be reviewing their marketing methods and overall business structure.

▶원문 기사: “AI 의사 추천 광고 금지”…식약처, 표시·광고 규제 전면 강화
 

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