Republic of Korea: Fair Trade Commission opened consultation on amendment to guidelines on reviewing labelling and advertising regarding recommendations and endorsements

On 8 April 2026, the Korea Fair Trade Commission (KFTC) opened a consultation on an amendment to guidelines on reviewing labelling and advertising regarding recommendations and endorsements, until 28 April 2026. It introduces specific disclosure obligations for Artificial Intelligence (AI)-generated virtual characters used in advertising. The measures apply to advertisers, influencers, and other entities engaged in endorsement-based advertising, requiring clear and prominent labelling in both text-based and visual media and establishing AI-generated personas as a new category of endorsers. It also specifies disclosure formats, including placement in titles or on-screen text, and clarifies that endorsements by virtual characters that imply real experience or expertise without a factual basis may constitute deceptive or unfair advertising under existing law.