{
  "id": 15981851,
  "title": "FTC to collect public opinion on draft guidelines against 'AI washing'",
  "url": "https://urgent.news/2026/10/22/ftc-to-collect-public-opinion-on-draft-guidelines-against-ai-washing",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-22T01:32:03.000Z",
  "source": {
    "name": "The Korea Times",
    "slug": "the-korea-times",
    "url": "https://www.koreatimes.co.kr/business/20261022/ftc-to-collect-public-opinion-on-draft-guidelines-against-ai-washing"
  },
  "original_language": "en",
  "account": "The Fair Trade Commission (FTC) of Korea announced on Thursday that it has initiated a process to collect public input on proposed guidelines aimed at curbing advertisements that exaggerate the use of artificial intelligence (AI) technologies in their products, a phenomenon known as AI washing. The FTC intends to gather these opinions until November 11th, as the number of products claiming AI features has surged, with some allegedly disseminating misleading or deceptive information to consumers.\n\nThe FTC explains that the term AI is often used to denote products with advanced technology, which can lead consumers to believe these products are superior in performance and reliability, or to be more willing to pay a premium for them. This trend has prompted the watchdog to advise consumers to remain vigilant about products advertised as having AI features, even when they do not actually incorporate such technologies.\n\nThe guidelines under consideration by the FTC pertain to four primary categories of potential violations of the Act on Fair Labeling and Advertising. These guidelines will include a self-assessment checklist and a series of frequently asked questions to assist businesses and consumers in understanding the new standards. Examples cited by the FTC include electric hot-water heating mats, cat litter boxes, and other products that might claim AI functionality but do not truly utilize this technology.",
  "summary": "Korea's antitrust watchdog said Thursday it has begun collecting public opinion on draft guidelines against advertisements exaggerating products' use of artificial intelligence (AI) technologies, a practice known as \"AI washing.\" The Fair Trade Commission (FTC) said it plans to gather opinions through Nov. 11 amid a growing number of products advertising AI features, with some allegedly providing…",
  "key_points": [
    "FTC launches public opinion collection on AI washing guidelines until November 11th",
    "FTC concerned about misleading AI claims in product advertisements",
    "Guidelines cover four categories of potential violations under Fair Labeling Act"
  ],
  "editors_take": "Targeting deceptive marketing practices signals a shift toward stricter oversight as companies exploit the artificial intelligence label to justify premium pricing for products lacking actual advanced technology.",
  "illustration": null,
  "coverage": {
    "outlets": 3,
    "also_reported_by": [
      {
        "outlet": "Yonhap News",
        "title": "FTC to collect public opinion on draft guidelines against 'AI washing'",
        "url": "https://urgent.news/2026/10/22/ftc-to-collect-public-opinion-on-draft-guidelines-against-ai-washing-15984956",
        "published": "2026-10-22T01:00:03.000Z"
      },
      {
        "outlet": "The Korea Times",
        "title": "FTC to collect public opinion on draft guidelines against 'AI washing'",
        "url": "https://urgent.news/2026/10/22/ftc-to-collect-public-opinion-on-draft-guidelines-against-ai-washing-15985434",
        "published": "2026-10-22T02:12:03.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}