South Korea has introduced stricter advertising rules that require marketers to prominently indicate when an endorser is a virtual character or AI-generated, according to Inside Retail Asia .
The updated guidelines aim to prevent consumer confusion as the use of AI-generated influencers and deepfake technology becomes more common in marketing campaigns. Brands must now disclose the artificial nature of endorsers in a clear and conspicuous manner, ensuring that audiences can distinguish between real and virtual personalities.
The move reflects growing global regulatory attention on AI transparency in advertising. Similar measures have been discussed in other markets, including the European Union and parts of Asia, as regulators seek to balance innovation with consumer protection.