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Illegal Deepfake Ads Exploit Celebrity Identities, Enforcement Lags

Illegal Deepfake Ads Exploit Celebrity Identities, Enforcement Lags

First seen 13 Oct 2026, 01:30 UTC • •
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ThreatCluster AI
ThreatCluster •October 13, 2026 at 02:30 UTC
  • •Illegal deepfake ads misuse celebrity identities for gambling promotions.
  • •No enforcement actions have been taken against deepfake video creators.
  • •Proposals to strengthen investigation powers are currently in the National Assembly.

A surge in illegal deepfake gambling ads using celebrities' likenesses has been reported, with no enforcement actions taken against such activities. These ads misappropriate the names, faces, and voices of well-known figures without consent, violating their right of publicity. Victims can file complaints under civil and criminal laws, but the Korean Intellectual Property Office has yet to act against deepfake videos, with previous actions limited to merchandise companies. The lack of cooperation from online platforms hinders administrative investigations, as they often refuse to provide personal information about the posters. Recent proposals in the National Assembly aim to enhance the powers of special judicial police to investigate these cases. Despite the legal framework established in 2022, the current situation remains unaddressed, leaving victims vulnerable.

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Timeline

2022-01-01
Right of publicity provisions established
New laws protecting the right of publicity were introduced under the Unfair Competition Prevention Act.
News.Sbs.Co.Kr
2026-03-01
Corrective orders issued
Four merchandise companies were ordered to cease unauthorized use of idols' likenesses, marking the first administrative action in four years.
News.Sbs.Co.Kr
2026-10-12
Deepfake ads reported
Reports highlight the rampant use of illegal deepfake ads exploiting celebrities, with no enforcement actions taken.
News.Sbs.Co.Kr

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Common questions

What legal actions can victims take?
Victims can file complaints under civil law for invasion of portrait rights or criminal law for defamation.
Why are there no enforcement actions?
The lack of cooperation from online platforms and current laws limiting investigations are significant barriers.
What changes are being proposed?
Proposals in the National Assembly aim to enhance the investigative powers of special judicial police and require platform cooperation.