Don't Be Fooled by AI Doctors... Ads Must Now Label 'Virtual Figures'

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From now on, advertisements featuring virtual figures created with artificial intelligence (AI) will be required to display a 'virtual figure' label. As AI technology advances and ad content that is difficult to distinguish from real people surges, regulations aimed at preventing consumer confusion are also being strengthened.
According to the KFTC on the 31st, the revised 'Recommendation and Endorsement Review Guidelines for Labeling and Advertising' will take effect on the 1st. The key point of the revision is that AI-generated virtual figures are defined as a new subject of recommendations and endorsements, and that ads using them must clearly state that the figure is virtual.
Under the revision, text-based media such as blogs and online cafes must display phrases such as 'This post contains a virtual figure generated based on AI' or 'Includes a virtual figure' in the title or at the beginning of the post.
In photo and video ads, the label 'virtual figure' must appear near the person while the virtual figure is on screen.
The KFTC said it has gone beyond simply imposing a labeling requirement and has also strengthened responsibility for ad content. Even if an ad discloses that it uses a virtual figure, it can still be judged misleading if it presents the content as a recommendation or endorsement based on actual use or experience when that is not true.
The move is seen as an effort to update labeling and advertising rules in line with advances in AI technology. The current Act on Fair Labeling and Advertising bans false or exaggerated ads and deceptive advertising, while the recommendation and endorsement guidelines serve as detailed standards for determining whether so-called 'backdoor advertising' is involved.
A KFTC official said, "We plan to monitor ads that use AI virtual figures but fail to comply with the labeling requirement," adding, "This will help provide clearer standards for advertisers and influencers to follow."
hippo@fnnews.com Kim Chan-mi Reporter