AI Deepfakes in Marketing: South Korea Clamps Down on Virtual Influencers

On June 1, 2026, the Korea Fair Trade Commission introduced an essential update to its advertising regulations, signaling a new era of transparency in digital marketing. The newly implemented guidelines mandate that companies using AI-generated endorsers—ranging from synthetic brand ambassadors to deepfake characters—must clearly disclose their artificial nature to consumers.

The Rise of Synthetic Experts and Consumer Protection

In recent years, hyper-realistic AI figures depicting medical doctors, scientists, and academics have flooded digital media. This rapid adoption created significant risks, as consumers often mistake these synthetic endorsements for genuine professional advice when making purchasing decisions. To curb deceptive practices and maintain market trust, regulatory authorities expanded the legal definition of endorsers to include AI-generated entities alongside real consumers, celebrities, and experts. Because these guidelines carry direct administrative authority under the Fair Labeling and Advertising Act, businesses must align their promotional content with these standards to prevent legal penalties.

Strict Rules for Text, Images, and Video Marketing

Under the updated framework, any advertisement incorporating virtual figures must feature highly visible disclosures. On written platforms such as online blogs and community forums, clear notices indicating the presence of AI characters must appear right in the title or at the very beginning of the post. In visual media, including photos and video clips, prominent labels contrasting with the background must remain visible near the virtual character throughout the entire broadcast. Furthermore, using AI to fabricate before-and-after physical transformations or attributing fictional medical credentials to artificial personas is now explicitly classified as illegal and unfair advertising.

Navigating Regulatory Risks in the Age of Generative AI

The regulatory overhaul aims to create a safer environment for consumers while providing transparent boundaries for advertisers, brands, and social media creators. With synthetic content generation becoming universally accessible, regulatory oversight is intensifying, and enforcement agencies are launching active monitoring campaigns across digital channels. As global scrutiny around artificial intelligence in commercial media continues to build, companies planning to deploy virtual influencers must thoroughly audit their marketing practices to ensure full compliance with regulatory standards.

Legal and Regulatory Compliance Support in South Korea

Navigating the evolving landscape of advertising laws and digital media regulations in South Korea requires comprehensive legal oversight. Whether you are launching new digital campaigns, utilizing synthetic media, or ensuring compliance with the Fair Labeling and Advertising Act, expert legal counsel can help safeguard your business.To connect with attorneys and legal professionals specializing in advertising law, corporate compliance, and intellectual property, visit the dedicated platform: SkalePLUS Marketplace.