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South Korea to require disclosure of AI characters in advertisements

( April 8, 2026, 02:59 GMT | Official Statement) -- MLex Summary: Businesses in South Korea will be required to disclose when advertisements display artificial intelligence-generated virtual characters under proposed revisions to the enforcement guidelines for the review of recommendations and endorsements in labeling and advertising. The Korea Fair Trade Commission said on Wednesday that the agency is receiving public feedback on the proposed revision from April 8 to 28. The revision introduces AI-generated virtual persons as a new category of endorsers and requires clear labeling. In text-based ads, disclosures must appear at the beginning or in the title, while in visual media, labels such as “virtual character” must be displayed. Statement is attached (in Korean). ...

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