What should I keep in mind when using AI-generated virtual characters in advertisements?

With the development of AI technology, there are more and more cases of using virtual people in advertisements that are difficult to distinguish from real people.

According to the Fair Trade Commission's Guidelines for Marking and Advertising on Recommendations and Guarantees, advertisements that recommend or guarantee products or services by AI-generated virtual persons should clearly indicate that they are virtual persons so that supporters do not misunderstand them as reviews or recommendations by real people.

The criteria can be applied not only to Wadiz project stories and news, but also to advertising content such as display ads, push ads, and target ads (Meta) produced and executed by makers themselves.
 

✅ When should I mark it?

If the AI-generated virtual person is represented as if the product was recommended or used like a real person, it may be necessary to display the virtual person.
 

• AI creator appears to have used or experienced a product
• If the AI creator describes the effectiveness, performance, quality, or satisfaction of the product
• When an AI creator recommends a product, such as a consumer, expert, celebrity, or influencer.
• When using a review or recommendation phrase in an AI-generated image or video that looks like a real person

✅ How do I mark it?

Depending on the type of content, please mark it in a position where supporters can easily check it.

Marking phrases should be displayed in sufficient size and contrasting color for easy recognition by supporters.
 

• Text Material
  Display the following phrases before the title or at the beginning of the body.
  • [Including the virtual person]
  • A post containing a virtual person created based on AI.
• image material
  Mark the location close to the virtual person as follows.
  • [Virtual person]
  • [AI-generated virtual person] 
• video material 
  During the appearance of the virtual character, it is continuously displayed in a position that can be easily seen on the screen as follows.
  • [Virtual person]
  • [AI-generated virtual person]

Can I use it freely just by marking ✅?

Even if you indicate that you are a virtual person, if the contents expressed as if you used or experienced the actual product are different from the facts, it may be judged as an unfair indication or advertisement.

In particular, be careful when using the following expressions. 
 

• When a virtual expert actually validates or presents it as if it were diagnosed
• Without an objective basis, a virtual person definitively expresses the effectiveness, performance, or satisfaction of a product
• When using virtual person images and postscript phrases together, as if they were real consumer reviews

When using an AI-generated virtual person, please not only clearly indicate that it is a virtual person, but also be careful not to use expressions that may be mistaken for actual experience or objective facts by supporters.

What happens if I don't comply with ✅ standards?

If an advertisement material is identified that does not comply with the AI-generated virtual person utilization criteria, modification of the advertisement material or project story may be requested, and operational policy actions may be taken, such as restricting advertisement execution or content exposure.