Singer Shin Ji fell for AI deepfake ad featuring fellow singer Lee Ji-hye

Singer Shin Ji [Captured from YouTube channel 'Eotteosinji?!?']

Shin Ji, a member of K-pop group Koyote, said she was deceived by a fake advertisement that used AI deepfake technology to make it appear that fellow singer Lee Ji-hye was the product's model.

The revelation came Wednesday in a video uploaded to Shin Ji's YouTube channel "Eotteosinji?!?" titled "A healing trip to Namhansanseong near Seoul — white chicken soup and a valley cafe!"

In the video, Shin Ji said, "I was recently scrolling through social media when I saw Lee Ji-hye promoting a bra — a product with really thin straps. It looked so good that I ordered it and was waiting for it to arrive when a news article popped up."

The article was about fake advertisements created by illegally using celebrities' likenesses through AI.

Shin Ji said the underwear video she had ordered from was also an AI-generated fake ad. "It was a Chinese product, but it had her face. Turns out she never filmed that ad. I was so shocked," she said.

"For people like me who get taken in and buy things — how are we supposed to trust anything going forward?" Shin Ji said.

A video posted by Lee Ji-hye warning that the advertisement was not one she filmed. [Lee Ji-hye's Instagram]

Lee Ji-hye had already warned her followers about fake ads using her likeness. On June 18, she posted on her social media accounts, sharing footage of ads that appeared to show her promoting sweet potatoes and underwear. "You must not click that link and buy anything," she said, urging caution. The fake ads even listed Lee's own YouTube channel, "Mipji Anheun Gwanjong Eonni," as their source.

Meanwhile, cases of false advertising that illegally exploit celebrities' images and names have been mounting. Broadcaster Yoo Jae-suk, Hong Jin-kyung and actor Jung Ho-yeon have all been victimized by fake ads and impersonation accounts on social media that used their likenesses without consent.

Using deepfake technology to synthesize another person's face for commercial activities such as advertising is classified as a serious crime that violates the victim's right to personality.

Anyone who uses an unauthorized composite of another person's face to falsely portray them as a product endorser, or to lure consumers into purchasing fraudulent goods, can face up to seven years in prison, up to 10 years of suspension of civil rights, or a fine of up to 50 million won ($32,500) under the Act on Promotion of Information and Communications Network Utilization and Information Protection, on charges of defamation through false statements and violation of portrait rights.

Experts advise that when an advertisement features a celebrity's face or broadcast footage, consumers should verify its authenticity through the celebrity's official account, their agency's announcements, or the brand's official website. Clicking on such ads can lead to personal data breaches and financial losses.

paq@heraldcorp.com