If a person generated by artificial intelligence (AI) appears in an ad, it must be labeled as a virtual person so consumers can recognize it.
On the 31st, the Korea Fair Trade Commission said it revised the "Guidelines for Review of Endorsements and Testimonials in Labeling and Advertising" to take effect on the 1st of next month. The review guidelines are rules that set criteria for determining whether labeling and advertising using endorsements and testimonials are unfair under the Act on Fair Labeling and Advertising.
The revised review guidelines include provisions that, when a virtual person generated by AI endorses or testifies to a product or service in an ad, it must be labeled as a virtual person. They also say that even if it is labeled as a virtual person, if the advertising content is expressed as if it were actually experienced, it may constitute unfair labeling or advertising.
In text-centered media such as blogs and internet cafes, when making recommendations through ads, phrases such as "virtual person included" must be placed in the title or at the beginning of the post. In visual media such as photos and videos, when a virtual person appears, phrases such as "virtual person" must be displayed in a position close to the virtual person.