K-pop powerhouse entity HYBE has announced its partnership with South Korean authorities to combat the misuse of their artists’ images.

Given the prevalence of deepfake technology becoming increasingly accessible and sophisticated, the global surge in crimes involving digitally manipulated content has raised alarms, particularly in South Korea. Now, the K-pop industry giant behind BTS, LE SSERAFIM, KATSEYE, and more is stepping into the fray, announcing a strategic partnership with the Northern Gyeonggi Provincial Police Agency (NGPPA) to combat deepfake crimes aimed at its roster of artists.

The deal, signed in Seoul yesterday (February 26), outlines a comprehensive approach to combat the creation and dissemination of deepfake content involving HYBE stars. The memorandum of understanding (MOU) between the entertainment juggernaut and NGPPA includes expedited investigative procedures and the establishment of a dedicated reporting hotline in South Korea, designed to make it easier for fans and concerned parties to report deepfake content.

Deepfakes are AI-generated videos and images that can convincingly manipulate a person’s likeness, raising major concerns about privacy, security, and reputation. In response to the growing threat, global tech platforms and lawmakers have begun ramping up efforts to combat deepfakes. In the U.S., YouTube revised its privacy policies in July 2023, allowing individuals to request the removal of AI-generated content that mimics their image or voice. The platform has also teamed up with the Creative Artists Agency (CAA) to develop tools for identifying deepfake content. Similarly, the UK is exploring legislation to protect individuals, including artists, from AI-generated fake media.

HYBE’s collaboration with NGPPA is particularly significant, given the agency’s expertise in investigating cybercrimes. The NGPPA was ranked the top agency in South Korea for cyber sexual violence investigations in both 2023 and 2024 and was recognized as the country’s best cybercrime unit by the National Police Agency’s National Investigation Center.

“We are thrilled to collaborate with NGPPA, a recognized leader in the fight against cybercrimes,” said HYBE CEO Jason Jaesang Lee. “HYBE remains committed to protecting the rights of our artists in today’s digital landscape.”

Ho-seung Kim, District Chief of NGPPA, added: “This partnership with HYBE, one of Korea’s top entertainment companies, will significantly enhance the effectiveness of our investigations. As digital crimes become more sophisticated, we will continue to expand our expertise to stay ahead of emerging threats.”

The agreement comes amid an ongoing battle within the K-pop industry to curb the damaging effects of deepfakes. In September, YG Entertainment announced legal action against creators of deepfake content, vowing to take a strong stance against the harmful activity. The Korea Herald reported that K-pop acts such as (G)I-DLE, NewJeans, TWICE, Kwon Eun-bi, and BLACKPINK have been victims of deepfake pornography.

HYBE had previously ramped up its efforts to tackle the issue, launching a dedicated unit to address illegal deepfake content, including AI-generated sexual exploitation material. The company emphasized its commitment to swiftly removing harmful videos and pursuing legal action. A 2023 report by U.S. cybersecurity firm Security Hero exposed the scope of the deepfake pornography problem, identifying more than 95,000 deepfake videos across major adult sites, along with 85 deepfake channels on platforms like YouTube, Vimeo, and Dailymotion.

In a related incident, Starship Entertainment issued an apology in January after deepfake images of IVE members Jang Wonyoung and An Yujin were posted on the group’s official Weibo account. The agency attributed the mishap to a staff member’s error and a breach in internal procedures.

As deepfake technology continues to evolve, industry leaders and law enforcement are stepping up their efforts to protect artists from these sophisticated and often harmful digital threats.