Naver has tightened its generative-AI guidelines, making AI-use disclosure mandatory on blogs, Smart Store, and other properties. Non-compliance can trigger penalties such as reduced content visibility — so brands and sellers running content need to act quickly.
Any image or video created or altered with AI must disclose that AI was used. This aligns with the government's move to mandate labeling of generative-AI works through frameworks such as the AI Basic Act.
In addition, the following are prohibited: (1) impersonating celebrities, (2) expressions that mislead audiences into thinking content comes from an expert, and (3) exaggerating cosmetics performance. Some categories — medical devices, health functional foods, fresh food — face usage restrictions on AI itself.
On the ground, there is real confusion over how far disclosure must go — simple retouching, partial use, even logo creation. Naver says it will strengthen monitoring and inquiry support and continue guiding small businesses.
What brands should do now is clear. First, build the AI-use flag into your content workflow as a standard step to prevent missed disclosures. Second, add a separate copy-review process for regulated categories (cosmetics, health foods, etc.). Third, connect disclosure to a trust strategy so it becomes a transparency asset rather than a credibility drag. For trust-based content design, explore Best Partner's services or get in touch.
You must disclose AI use whenever you publish AI-created or AI-altered images or videos on blogs, Smart Store, and similar properties. Non-compliance can lead to penalties such as reduced content visibility.
Failure to follow the guidelines can result in penalties like reduced content visibility. Impersonating celebrities, misleading expert framing, and exaggerating cosmetics performance are prohibited, and medical devices, health functional foods, and fresh food face usage restrictions.
Standards for retouching, partial use, and logo creation are currently ambiguous and causing confusion. Since Naver is strengthening inquiry support and guidance, when in doubt it is safer to disclose and confirm with official guidelines.
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