South Korea has introduced stricter rules for artificial intelligence-generated advertising, requiring marketers to clearly label when an endorser is a virtual character, according to a report from Inside Retail Asia .
The updated guidelines aim to prevent consumer confusion in an era where AI-generated avatars and virtual influencers are increasingly used in commercial promotions. Advertisers must now prominently indicate that a digital persona is not a real human, ensuring transparency in marketing communications.
The move reflects growing regulatory attention on AI-generated content across Asia, as governments seek to balance innovation with consumer protection. Retailers and brands using virtual endorsers in South Korea will need to update their advertising materials to comply with the new disclosure requirements.