From now on, when advertising products through virtual persons created by artificial intelligence (AI), it will be mandatory to label them as a "virtual person."
The Korea Fair Trade Commission said on the 9th that it will give advance notice of legislation for a revision to the "Guidelines for Review of Labeling and Advertising on Endorsements and Testimonials," which centers on this content. These review guidelines are specific criteria for determining whether a particular advertisement constitutes an unfair advertisement prohibited by the Act on Fair Labeling and Advertising. The advance notice period runs through the 28th of this month.
Under the revision, when a virtual person generated by AI appears in an advertisement, it must be labeled as a virtual person. Specifically, when advertising on media such as blogs or internet cafes, phrases such as "This post contains a virtual person generated based on AI" or "virtual person included" must be placed in the title. For video media, phrases such as "virtual person" must be displayed near the virtual person in the footage.
The Korea Fair Trade Commission (FTC) said it "will help consumers make rational purchases by making it easier and clearer to know that the entity advertising to them is a virtual person."
The Korea Fair Trade Commission (FTC) plans to gather opinions from relevant ministries during the advance notice period and finalize the revision at a general meeting to be held afterward.