Korea now requires a "virtual person" label on ads with AI-generated models
AI-generated models are all over beauty ads. Korea's Fair Trade Commission revised its endorsement guidelines, and from June 1, 2026 ads featuring them must be labeled.
Key points
- Ads with AI-made people must clearly say they are virtual so viewers do not take them for real people
- Text-first channels (blogs, online cafés): put wording like "includes a virtual person" in the title or opening
- Video: show a "virtual person" notice near the figure for as long as it is on screen
- Even with a label, scripting it as personal experience can still count as a deceptive ad
What beauty brands should watch Cosmetics ads lean heavily on testimonial lines like "it felt so hydrating". Give that line to a virtual model and a label may not save you. Shifting virtual models toward explaining the product, ingredients and how to use it is the realistic option people discuss.
If your brand uses virtual models, how are you changing the content after this revision?
Source: MBC — AI-person ads must be labeled as virtual from June, FTC revises guideline
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