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

On 28 April 2026, the Korea Fair Trade Commission (KFTC) closes the consultation on the amendment to guidelines on reviewing labelling and advertising regarding recommendations and endorsements. 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.