"Believed It Because of the White Coat"... False Advertising Controversy Sweeps Chinese SNS

AI models featured in colored lens advertisements
Promoting products while dressed as doctors and pharmacists
Domestic online shopping platforms implement response measures

False and exaggerated advertisements created using artificial intelligence (AI) are spreading in China, causing controversy.

According to Sina Finance in China on September 28, a video advertising colored contact lenses recently circulated on social networking services (SNS), sparking controversy. In the ad, the actor says, "I wore the lenses all day and they were really comfortable," but the person is not real—this is an AI-generated virtual character. Online users have criticized, saying, "How can an AI model with no sense of touch evaluate and recommend colored lenses?" The controversy has intensified, particularly because in China, colored contact lenses are classified as "Class 3 medical devices," alongside items like artificial joints and pacemakers.

An advertisement featuring a Chinese AI model stirred controversy. Baidu, China.

Controversy Over AI Actor’s Colored Lens Advertisement Leads to Deletion

An advertisement featuring a Chinese AI model sparked controversy. Baidu, China.

The controversy further escalated after it was revealed that the AI model who starred in the lens advertisement was paid 258,000 yuan (approximately 52,297,600 won) for a 60-second commercial. As a result, the production company ultimately deleted the videos.

Currently, on Chinese SNS, there are countless examples of AI-generated virtual models dressed as doctors or pharmacists promoting products such as eye disease medicines, gray hair dye, health supplements, and more. These advertisements boldly use exaggerated phrases such as “It’s completely cured” and “Highly effective” throughout the sales process.

Professor Li Huaisheng of the China University of Political Science and Law explained, “When the character in the ad is a virtual human, not a real person, yet claims personal experience as fact, this constitutes false advertising.” He added, “Similarly, if AI—which cannot eat—lavishly praises a food item as delicious, that is also a form of false advertising.”

Professor Li Xu of the School of Life Sciences at the University of Science and Technology of China highlighted the main problem is AI falsely assuming the authority of an expert, spreading inaccurate information, and misleading consumers. He warned, “It’s also an issue if patients who aren’t well-informed trust only the AI without visiting a hospital, which could put their health at risk.”

Advertisements Can Be Made for as Little as 5,000 Won... No Markings, Which Is a Problem

False and exaggerated advertisements created using artificial intelligence (AI) are spreading in China, causing controversy. Screenshot from China CCTV.

It has been shown that producing advertisements using AI actors dressed in professional attire, such as lab coats, is a very simple process. By uploading just one photo, a video can be created in only a few minutes. Mobile app stores are flooded with such production applications (apps), with some available for just 48 yuan (about 9,000 won) per week. A key concern is that these advertisements are distributed with the "AI-generated" watermark intentionally removed.

Professor Li emphasized, “Advertisers and production companies for AI commercials must bear full legal responsibility for their content,” and added, “AI cannot be used as a tool to evade legal punishment.” He further stressed that when selling health supplements, medicines, or medical devices using professions such as doctors, pharmacists, or professors as models, strict authorization and qualification verification procedures must be followed.

Local media have also stated, “Fake adverts that impersonate doctors, pharmacists, or professors and claim things like ‘I paid for this myself’ should be identified and blocked first at the platform level,” urging that “regulatory authorities must strengthen measures such as mandatory AI-generated content markings, pre-screening of ads, and swift action in case of violations.”

Issue Rising Domestically as Well... Online Shopping Malls Establish Countermeasures

Meanwhile, this controversy is also becoming a reality in Korea. Using AI-generated images for product marketing and showcasing cosmetic swatches and outfit try-ons with AI models is becoming routine. There are even ads where AI models are dressed as doctors or pharmacists and recommend products.

In response, the Korea Fair Trade Commission revised and enacted, as of June, the “Review Guidelines on Indication and Advertisement of Recommendation and Endorsement.” The amendment added that if a virtual character’s recommendation or endorsement does not correspond to an actual experience or fact, it may constitute a deceptive indication or advertisement. Online shopping mall platforms such as Naver Smart Store and Coupang have also recently issued and implemented their own guidelines as countermeasures.

This content was produced with the assistance of AI translation services.