Russia cracks down on AI-generated beauty and medical ads with new law

Russia's State Duma is preparing a new law to tackle misleading ads in the beauty and medical sectors. The proposed rules would force clinics to label AI-generated images in their promotions. This move comes as social media floods users with edited before-and-after photos that often distort reality. The beauty and medical treatment industry has seen a surge in ads featuring flawless transformations—many created with artificial intelligence. These AI-generated images simulate perfect results, including the so-called 'happy patient' effect, which can mislead potential clients. Experts warn that such visuals violate legal standards and place medical advertising in a high-risk category.

Neural networks used to alter photos undermine the state's informational requirements for clinics. Courts may even view these edited images as tools for creating false expectations. Meanwhile, the market is crowded with unqualified at-home specialists who lack proper medical degrees and often use cheap, unlicensed products. Reputable practitioners, however, refuse to perform procedures based on edited images. Instead, they prioritise transparency by providing clients with proper documentation, such as clinic licences and doctors' diplomas. The proposed law would require clinics to add visible watermarks or disclaimers to any photo that does not show a real patient.

If passed, the law would make AI-content labelling mandatory in medical and beauty ads. Clinics would need to clearly mark altered images to prevent deception. The goal is to restore trust in the industry by ensuring patients receive accurate information before undergoing treatments.