South Korea Identifies iGaming Ads Using Deepfakes
South Korea’s Consumer Protection Agency, while monitoring advertising on Facebook, identified 38 cases of illegal advertising by iGaming operators, a significant share of which used deepfake technology.
Results of Facebook Advertising Monitoring
The review was conducted as part of ongoing oversight of online gambling advertising on social media platforms. According to the agency, all identified materials promoted illegal online gambling, which is fully prohibited in South Korea.
In most cases, the advertisements were disguised as legitimate services and misled users.
Use of Deepfakes and Celebrity Images
Fake Endorsements by Public Figures
A large portion of the ads were created using AI-powered deepfakes. The videos simulated the involvement of well-known figures who appeared to recommend gambling applications.
The advertisements illegally used the images of:
- singer and actress IU;
- footballer Son Heung-min of LA FC;
- actor Lee Jung-jae;
- musician RM from BTS.
According to the agency, at least six videos were deepfake clips in which celebrities allegedly personally encouraged users to install betting apps.
Imitation of News Segments
Another eight advertisements were presented as excerpts from news programs. These videos used fabricated footage featuring the logos of broadcasters MBC and KBS, creating the impression of official reports about the legal operation of online casinos.
It was noted that the synchronization of speech and facial movements was carried out at a level that made visual detection of manipulation difficult.
Impersonation of Government and Corporate Entities
Use of Government Agency Logos
The agency paid special attention to ads that used symbols and names of government institutions. A total of 24 cases of illegal use of logos were recorded, including those of:
- the Ministry of Economy and Finance;
- land-based casino operator Kangwon Land.
Such advertisements used phrases like “government approved” and “legal platform.”
Misuse of Private Company Brands
In addition, 13 advertisements were identified that used logos and visual elements without permission from:
- lottery operator Donghaeng Lottery;
- messaging service Kakao;
- convenience store chains.
These ads created the impression of partner or officially authorized services.
Advertising Distribution Mechanics
According to the agency, advertisers actively exploited Facebook’s algorithms. After viewing one video, users were shown similar ads, increasing the risk of repeated exposure to illegal advertising.