South Korea’s Fair Trade Commission (FTC) has announced that advertisements featuring AI-generated personas, such as fictional doctors endorsing medical products, must clearly disclose their fictional nature to consumers. The FTC will conduct a public consultation on proposed revisions to its advertising guidelines until 28 April 2026, which will explicitly include “virtual characters created by AI” in endorsement rules. This initiative responds to concerns that such advertisements may mislead consumers into believing that qualified professionals are endorsing products. Current guidelines require identification of endorsers but lack provisions for AI-generated characters. Proposed changes mandate clear disclosures like “fictional character included” or “This content includes a fictional character created with AI,” prominently displayed in ads, with video disclosures remaining visible throughout the character’s appearance. The FTC plans to gather feedback from industry participants and relevant agencies before finalizing the revised guidelines.
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