The question, “If you appear more attractive in a deepfake video, how would you reduce the gap with your real self?” has drawn criticism for its insensitivity amid recent concerns over the misuse of deepfake technology. (Photo: a screenshot from an online source)
SEOUL, Sept. 27 (Korea Bizwire) – The 2024 Miss Korea Pageant, held on September 24 at COEX in Seoul’s Gangnam district, has come under fire for posing a controversial question about deepfake technology to contestants.
The question, “If you appear more attractive in a deepfake video, how would you reduce the gap with your real self?” has drawn criticism for its insensitivity amid recent concerns over the misuse of deepfake technology.
The controversy is particularly acute given that the pageant is organized by Global E&B, a subsidiary of Hankook Ilbo, a major South Korean newspaper.
Critics point out the apparent disconnect between the newspaper’s serious reporting on the social issues surrounding deepfake abuse and the pageant’s cavalier use of the term.
Responding to the backlash, Global E&B issued an apology on September 26 through its official Instagram account.
The company explained that the question was intended to address “videos that recreate actual appearances using AI technology” and to prompt thoughts on the disparity between digitally enhanced images and reality.
However, the company acknowledged the inappropriate use of the term “deepfake” given its current associations with illegal and exploitative content.
“We clearly made a mistake in using the term ‘deepfake’ when victims are suffering from illegal videos using this technology,” the statement read.
The company added that while it aimed to gauge opinions on the widespread use of AI virtual technology in various industries, a more cautious choice of words would have been better.
The incident has sparked disappointment among Hankook Ilbo staff members.
A representative from the newspaper’s labor union told Media Today, “Given the serious social controversy surrounding deepfakes, it was inappropriate and ill-timed to pose such a question. There’s a significant gap between how the newspaper seriously reports on these issues and the pageant’s approach, which has left many of us shocked and disappointed.”
M. H. Lee (mhlee@koreabizwire.com)
