Methods of Display in Video Media [Source: Fair Trade Commission]
Advertisements featuring virtual characters created using artificial intelligence (AI) must now clearly indicate that these characters are not real. The Fair Trade Commission (FTC) announced on May 31 that it will implement revised guidelines for advertising disclosures and endorsements starting June 1.
The guidelines categorize unfair advertising practices into four types: false or exaggerated claims, deception, unfair comparisons, and defamation. These rules provide specific criteria for the FTC to assess whether advertisements utilizing endorsements or recommendations are misleading.
Under the new guidelines, when an AI-generated virtual character makes a recommendation or endorsement, it must be clearly labeled as a virtual character. Additionally, if the character is identified as virtual but the endorsement implies it is based on actual experiences, it may be considered misleading if it does not reflect real experiences.
For posts on blogs or online forums, the title or the beginning of the content must include a statement such as "This post includes a character generated based on AI." Similarly, in video media, any appearance of a virtual character during endorsements must be accompanied by a nearby label stating "virtual character."
The FTC expects that these revised guidelines will help consumers more easily recognize that the endorser is a virtual character, promoting more informed purchasing decisions. Furthermore, the guidelines aim to provide clear standards for advertisers and influencers, enhancing predictability regarding legal compliance when using virtual characters in advertising.
An FTC official stated, "We will ensure that advertisements that do not comply with the guidelines regarding the use of AI-generated characters are corrected, and we will facilitate the smooth implementation of the revised guidelines."
The guidelines categorize unfair advertising practices into four types: false or exaggerated claims, deception, unfair comparisons, and defamation. These rules provide specific criteria for the FTC to assess whether advertisements utilizing endorsements or recommendations are misleading.
Under the new guidelines, when an AI-generated virtual character makes a recommendation or endorsement, it must be clearly labeled as a virtual character. Additionally, if the character is identified as virtual but the endorsement implies it is based on actual experiences, it may be considered misleading if it does not reflect real experiences.
For posts on blogs or online forums, the title or the beginning of the content must include a statement such as "This post includes a character generated based on AI." Similarly, in video media, any appearance of a virtual character during endorsements must be accompanied by a nearby label stating "virtual character."
The FTC expects that these revised guidelines will help consumers more easily recognize that the endorser is a virtual character, promoting more informed purchasing decisions. Furthermore, the guidelines aim to provide clear standards for advertisers and influencers, enhancing predictability regarding legal compliance when using virtual characters in advertising.
An FTC official stated, "We will ensure that advertisements that do not comply with the guidelines regarding the use of AI-generated characters are corrected, and we will facilitate the smooth implementation of the revised guidelines."
* This article has been translated by AI.
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