Protecting Against Unauthorised AI-generated Likeness in Advertisements and Operationalising Online Safety Commission's Mandate over Inauthentic Material Abuse
Ministry of Digital Development and InformationSpeakers
Summary
This question concerns measures against unauthorized AI-generated likenesses in advertisements and the operationalisation of the Online Safety Commission's (OSC) powers, raised by Mr Yip Hon Weng. Mr Yip asked whether advertiser verification, consent attestations, persistent disclosures, and expedited removals would be mandated, and when OSC powers over inauthentic material abuse would commence. Minister Josephine Teo stated that under the Singapore Code of Advertising Practice, advertisers must obtain consent, disclose AI use where necessary, and ensure truthful endorsements. She highlighted that new Codes of Practice under the Online Criminal Harms Act require designated online services to verify advertisers' identities and promptly remove suspected scam impersonation ads. Furthermore, Minister Josephine Teo explained that while the OSC currently addresses five severe online harms, mandate coverage for inauthentic material abuse under the Online Safety (Relief and Accountability) Act will be progressively implemented in due course.
Transcript
29 Mr Yip Hon Weng asked the Minister for Digital Development and Information in light of paid advertisements using AI-generated likenesses and voices without consent (a) whether platforms will be required to verify advertisers and obtain consent attestations before publication; (b) whether persistent disclosure and expedited removal will be mandated; and (c) when the Online Safety Commission's powers over inauthentic material abuse will commence.
Mrs Josephine Teo: The Advertising Standards Authority of Singapore (ASAS) adopts a consistent approach in considering whether advertising content is acceptable, regardless of whether artificial intelligence (AI) is used. Under the Singapore Code of Advertising Practice (SCAP), advertisers are responsible for ensuring that their content is legal, decent, honest and truthful. Advertisers should disclose AI use where necessary to avoid misleading consumers. They should not portray a person or their property without consent and ensure all endorsements or testimonials are genuine. ASAS adopts a complaints-based approach in reviewing potential advertising breaches and can get advertisers to amend or withdraw non-compliant advertisements.
Beyond SCAP, the Government also issued new and enhanced Codes of Practice under the Online Criminal Harms Act on 17 August 2026 to strengthen safeguards against online advertisements that impersonate individuals. Designated online services are required to verify advertisers' identities and prevent and promptly remove the publication of suspected scam advertisements.
The Online Safety Commission (OSC) provides relief to victims of online harms under the Online Safety (Relief and Accountability) Act (OSRAA). This currently covers the most prevalent and severe harms, namely intimate image abuse, image-based child abuse, doxxing, online harassment and online stalking. OSC can act on online material generated using AI and that meets the thresholds for these five harms.
Inauthentic material abuse is one of the further categories of online harm under OSRAA that will be progressively implemented, as the OSC builds its capabilities in a sustainable and scalable way. We will provide more details on the commencement of this online harm for relief under OSRAA in due course.