Written reply to PQs on regulations for advertisements that make false claims by using AI-generated images

Questions:

Dr Charlene Chen: To ask the Deputy Prime Minister and Minister for Trade and Industry (a) whether the Ministry is working with digital platforms such as e-commerce and property listing sites to detect and remove AI-generated content that misrepresents products and services; and (b) if so, how.

Dr Charlene Chen: To ask the Deputy Prime Minister and Minister for Trade and Industry (a) whether the Competition and Consumer Commission of Singapore detects and identifies advertisements making misleading and false claims and portrayals using AI-generated images; and (b) if so, how.

Written Answer by Deputy Prime Minister and Minister for Trade and Industry Gan Kim Yong

1.           The Consumer Protection (Fair Trading) Act (CPFTA) protects consumers against misleading or false claims made by businesses, including those involving AI-generated content. Consumers who encounter such claims by businesses can approach the Consumers Association of Singapore (CASE) for assistance. The Competition and Consumer Commission of Singapore (CCS) will also investigate and take enforcement action, where necessary, against egregious businesses.

2.           Thus far, CASE and CCS have not received complaints relating to misleading or false advertisements made using AI-generated content.

3.           To support a transparent and trusted digital marketplace, CCS has worked with e-commerce platforms and industry stakeholders to raise industry standards and promote responsible business conduct. This includes enhancements to the Technical Reference 76 industry code on e-commerce transactions to encourage the use of AI in a fair, safe and transparent manner. CCS has also introduced the AI Markets Toolkit to help businesses assess whether their AI models and practices comply with the CPFTA.

4.           For online property listings, the Council for Estate Agencies (CEA)’s Code of Ethics and Professional Client Care, under the Estate Agents (Estate Agency Work) Regulations 2010, requires property agents to ensure that all marketing materials accurately represent the property. In line with this, agents should provide sufficient disclaimers to inform consumers of the use of AI to alter or enhance images or videos. CEA has taken enforcement action against agents who have not done so. CEA is also reviewing its regulations to provide further guidance on the use of AI in property advertisements.