Naver, Kakao, and other platform companies are adjusting the level of regulation for AI-generated content. They have excluded cases where AI is used for simple photo editing from mandatory AI-generated content labeling requirements and withdrawn bans on AI use in certain categories, thereby easing excessive regulations on sellers.
According to industry sources on the 25th, Naver and Kakao have been implementing AI-generated content labeling policies for sellers on their shopping services. Initially, the policies focused on preventing potential consumer harm from the increasing use of AI-generated product detail pages and images. However, they have recently shifted toward finding a balanced approach by considering the excessive regulatory burden on sellers.
Naver applied regulations on the use of AI-generated content in Naver Shopping products on the 10th of last month. If images or videos produced or modified using AI tools are posted as product representative images or on detail pages, the use of AI must be disclosed. Categories restricting AI use were also defined, including medical devices, health functional foods, infant food, and fresh food (agricultural, livestock, and marine products), which are directly linked to users' lives, physical health, or well-being.
However, Naver recently eased these measures. It now permits AI use in previously restricted categories, provided the AI utilization is clearly indicated. A Naver representative explained, “Excessive restrictions on simple background or color adjustments, or adding speech bubbles—edits that do not distort product information—could overly hinder sellers' content creation and marketing activities. Therefore, we have partially allowed the use of AI-generated content with proper labeling.”
Kakao mandates the labeling of 'AI-generated' content on product detail pages and images but exempts simple edited images that do not distort the product's essence. Specifically, this includes △simple adjustments like background removal, brightness correction, and color balancing △and staged images using actual sold products.
Both companies aim to reduce seller burdens while prioritizing consumer protection. Deceptive practices or distortion of product information using AI are prohibited. Repeated violations may result in penalties such as correction requests or sales bans.
An AI industry insider noted, “Since the enforcement of the AI Basic Act in January this year, companies have been guiding compliance with related laws, such as watermarking AI-generated content.” However, they added, “The challenge lies in striking a balance—protecting consumers through mandatory AI labeling while ensuring AI content creators face minimal inconvenience in service usage.”
