Food businesses must be transparent if they use artificial intelligence-generated images to advertise their products to consumers, according to the Domestic Trade and Cost of Living Ministry (KPDN).
"Yes, it has to be stated clearly that a food image has been generated using AI," KPDN said in a statement to LifestyleTech.
According to its Guidelines on Avoiding False or Misleading Advertisements, advertisements must contain accurate and truthful information in their representation, statements, or practices.
"This ensures that consumers can make informed purchasing decisions without any confusion," it said.
Malaysians have taken to Reddit to express their concerns about merchants using AI-generated images on food delivery platforms, saying that this practice could be a form of false advertising.
However, KPDN stated that it has not yet received any specific complaints regarding the use of AI-generated images on these platforms.
The ministry advises food delivery services and other food businesses to check its guideline, which is available online.
In an earlier report, experts told LifestyleTech that AI-generated images on platforms like food delivery should be clearly labelled to maintain consumer trust. They are also concerned that these images could encourage impulsive or unnecessary spending.
If consumers feel misled or cheated by businesses using AI-generated food images, KPDN encourages them to file an official complaint. They can do so through WhatsApp at 019 848 8000, the e-aduan portal, the call centre at 1800 886 800, or via the ezADU KPDN mobile app.
KPDN stated that if consumers have incurred financial losses due to misleading advertisements, they can file a claim through the Tribunal for Consumer Claims.
"They can also leave a review with low rating on the business's online platform or site about their experience so it can be a guide for other consumers," it said.
KPDN states that advertisers who publish false or misleading ads can be prosecuted under the Consumer Protection Act 1999 or the Trade Descriptions Act 2011. Individuals may face fines of up to RM100,000 or three years in jail, while companies could be fined up to RM250,000.
