In a digital landscape where online harassment and AI-generated content are growing threats, K-pop agency ADOR is drawing a hard line in the sand to protect its artists.
In a move that signals a tougher industry stance against digital harassment, ADOR announced on November 17, 2025, that it is escalating legal action against creators of malicious posts and deepfake content targeting their artists, particularly the members of NewJeans. The agency revealed it has rejected settlement offers from offenders and is pursuing criminal complaints in a zero-tolerance campaign against online abuse.
This announcement comes just days after all five NewJeans members resolved their contract disputes with the agency, marking a new chapter for the group amid increasing concerns about AI-facilitated crimes and their impact on artists’ privacy and mental health.
The Legal Offensive
Monitoring and Evidence Collection
ADOR has significantly intensified its protection efforts in response to escalating violations. The agency stated it has been “continuously monitoring domestic and international websites, music platforms, and social media channels” since NewJeans’ debut, but recent months have required a strengthened approach.
The agency confirmed it has “added more monitoring staff and performed a thorough evidence collection” in response to the growing severity of malicious posts targeting the artists. This systematic evidence gathering targets content across major Korean online platforms including Naver News, DC Inside, Instiz, Nate Pann, MLB Park, and theqoo.
Criminal Complaints and Enforcement
ADOR plans to “promptly file a criminal complaint this month against individuals who have posted malicious content” according to their official statement. The agency emphasized that this initial legal action will be followed by “additional complaints” as more evidence is secured.
The table below outlines the key components of ADOR’s legal strategy:
| Legal Measure | Target Platforms | Content Types |
|---|---|---|
| Criminal complaints | Naver News, DC Inside, Instiz, Nate Pann | Fake news, privacy invasion, malicious insults |
| Deletion requests | Domestic/international websites, social media | Derogatory terms, abusive language |
| Supplementary complaints | Overseas-based sites without exception | Deepfake crimes, fabricated content |
Taking a Hard Line Against Deepfake Crimes
No Tolerance for Settlements
In a particularly firm stance against AI-generated abuse, ADOR revealed it has rejected settlement offers from perpetrators involved in deepfake cases. The agency “firmly rejected them and urged for severe punishment” according to their statement.
This uncompromising position signals a significant shift in how entertainment companies may approach digital forgery cases moving forward. Rather than accepting financial settlements, ADOR is pushing for stronger legal precedents and punishment for creators of synthetic media that misappropriates artists’ likenesses.
Collaborative Efforts with Authorities
Beyond individual cases, ADOR is “actively cooperating with law enforcement to eradicate deepfake crimes targeting our artists”. This collaborative approach with authorities suggests the company is treating these violations as serious crimes rather than mere online nuisance behavior.
The Broader Legal Landscape of Deepfakes
ADOR’s aggressive stance comes amid growing global concern about deepfakes and AI-manipulated media. Legal systems worldwide are grappling with how to handle this evolving technology.
U.S. courts are increasingly confronted with the challenges of AI-altered evidence. As Professor Daniel Linna and co-authors noted in a recent law review article, “These are not challenges of a far-off future, they are already here. Judges will increasingly need to establish best practices to deal with a potential deluge of evidentiary issues”.
The “Liar’s Dividend” Concern
One emerging phenomenon troubling legal experts is what’s known as the “liar’s dividend” – when authentic evidence is falsely claimed to be AI-generated. This concept raises concerns that even genuine content could be dismissed as fake, potentially undermining accountability.
Dr. Maura R. Grossman, Research Professor at the University of Waterloo, notes that courts may encounter the liar’s dividend sooner than sophisticated deepfakes: “I think the courts will see [the liar’s dividend] sooner than the deepfakes”.
NewJeans’ Return to ADOR
The timing of this legal announcement is significant, following the resolution of contract disputes between NewJeans members and ADOR. On November 12, 2025, it was confirmed that Haerin and Hyein would be returning to the agency, with Minji, Hanni, and Danielle announcing their decision to return through separate statements.
This reunion concludes a nearly year-long legal dispute that began when NewJeans members filed injunctions against their agency, with the court ultimately ruling in favor of ADOR and affirming the validity of exclusive contracts.
Frequently Asked Questions
What specific types of content is ADOR targeting with these legal actions?
ADOR is targeting multiple forms of malicious content, including fake news, invasion of privacy, malicious insults, and derogatory terms targeting NewJeans members. They’re placing special emphasis on deepfake crimes, which involve AI-generated or manipulated media that falsely depicts the artists.
Why did ADOR reject settlement offers from deepfake perpetrators?
ADOR rejected settlement offers to ensure “severe punishment” for the offenders. This firm approach aims to establish stronger legal precedents and send a message that creating and distributing deepfake content targeting artists will not be tolerated, potentially deterring future violations.
How does ADOR discover these malicious posts?
ADOR maintains continuous monitoring of “domestic and international websites, music platforms, and social media channels”. The agency has additionally “increased monitoring staff” to strengthen these efforts and encourages fan reports through the “HYBE Report Infringement of Artist Rights” website.
What platforms are the primary focus of ADOR’s legal complaints?
The legal action specifically targets content posted on Korean online platforms including Naver News, DC Inside, Instiz, Nate Pann, MLB Park, and theqoo, though the agency emphasizes it will also pursue action against overseas-based sites without exception.
How are legal systems adapting to the challenge of deepfakes?
Courts are developing new approaches to handle AI-generated evidence, with some legal experts calling for specialized training for judges and jurors to help them critically evaluate AI-enhanced or AI-generated footage. Some propose higher authentication standards for digital evidence and rules requiring judges, not juries, to decide on authenticity in certain cases.
A New Standard for Artist Protection
ADOR’s aggressive legal stance against malicious posts and deepfakes represents a potential industry turning point in how entertainment companies defend their artists against digital abuse. By rejecting settlements and pursuing criminal complaints, the agency is establishing a tougher precedent for handling these violations.
As deepfake technology becomes more accessible, the entertainment industry’s approach to combating digital harassment must evolve accordingly. ADOR’s actions demonstrate recognition that protecting artists now requires not just content removal, but sustained legal pressure against perpetrators.
The timing of this announcement—alongside the resolution of NewJeans’ contract disputes—suggests ADOR is opening a new chapter focused on creating a safer environment for the group’s activities ahead of their anticipated comeback.
If you encounter malicious posts or deepfake content involving NewJeans or other artists, consider reporting them through official channels like the “HYBE Report Infringement of Artist Rights” website, which ADOR acknowledges has been “of great help in our legal response”.
