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Regulatory efforts regarding AI and virtual influencers are slowly evolving. The **Federal Trade Commission** (FTC) has issued revised Endorsement Guides, which now encompass virtual influencers, mandating them to disclose material connections to the brands they promote and ensure genuine usage of the advertised products. Additionally, in response to concerns surrounding AI in content creation, the FTC hosted a virtual roundtable discussion in October 2023. While the primary focus was on AI’s usage of copyrighted material and its impact on creators, the FTC Chair emphasized that existing laws prohibiting unfair competition, collusion, discrimination, and deception apply to AI as well, reaffirming the commission’s commitment to curtailing exploitative or deceptive business practices.
https://truthinadvertising.org/blog/what-happens-when-human-marketers-are-replaced-but-human-viewers-are-not/