On 26 May 2026, South Korea promulgated Amendment No. 21709 to the Korean Cosmetics Act, signaling a major regulatory shift in how cosmetics advertising will be assessed in the era of generative artificial intelligence (AI). The amendment will enter into force on 27 November 2026. The amendment reflects growing concerns among regulators regarding the rapid proliferation of AI-generated promotional content, including synthetic influencers, deepfake endorsements, fabricated tes
