# Protecting Against Unauthorised AI-generated Likeness in Advertisements and Operationalising Online Safety Commission's Mandate over Inauthentic Material Abuse

- Date: 2026-09-10
- Added: 2026-09-26
- Who: Mr Yip Hon Weng · Mrs Josephine Teo
- Source: https://sprs.parl.gov.sg/search/#/sprs3topic?reportid=written-answer-24766
- sgai: https://sgai.md/debates/written-answer-24766/
- License: sgai-authored content (summaries, translations, analysis) is CC BY 4.0 — attribute and link to sgai.md. Verbatim source text (Hansard, speeches, transcripts, policy documents) remains © its original rights holders and is reproduced for reference only. Terms: https://github.com/meltflake/sgai/blob/main/DATA-LICENSE.md

## Why it matters

Designated online services must verify advertisers' identities, but the Online Safety Commission's powers over inauthentic material abuse still have no commencement date.

## Summary

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, whether platforms will have to verify advertisers and obtain consent attestations before publication, whether persistent disclosure and expedited removal will be mandated, and when the Online Safety Commission's powers over inauthentic material abuse will commence. Mrs Josephine Teo replied that the Advertising Standards Authority of Singapore (ASAS) takes a consistent approach whether or not AI is used; under the Singapore Code of Advertising Practice, advertisers should disclose AI use where necessary and must not portray a person without consent. On 17 August 2026 the Government issued Codes of Practice under the Online Criminal Harms Act requiring designated online services to verify advertisers' identities and promptly remove suspected scam ads. The OSC can already act on AI-generated material meeting the thresholds of five harms, while inauthentic material abuse will be implemented progressively, with commencement details in due course.

## Key points

- ASAS takes a consistent approach to advertising content whether or not AI is used, reviews potential breaches on a complaints basis, and can get advertisers to amend or withdraw non-compliant ads
- The Singapore Code of Advertising Practice expects advertisers to disclose AI use where necessary, not to portray a person or their property without consent, and to ensure endorsements and testimonials are genuine
- On 17 August 2026 the Government issued new and enhanced Codes of Practice under the Online Criminal Harms Act requiring designated online services to verify advertisers' identities and prevent and promptly remove suspected scam ads
- The OSC currently covers five harms: intimate image abuse, image-based child abuse, doxxing, online harassment and online stalking, and can act on AI-generated material meeting these thresholds
- Inauthentic material abuse will be implemented progressively as the OSC builds capabilities, and no commencement date was given

## Full text

© Parliament of Singapore — reproduced for reference only.

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.