가상 인플루언서의 등장과 그 규제에 대하여 -미국에서의 논의와 시사점을 중심으로-
Regarding How to Regulate Virtual Influencers -Focused on the Debates in the United States and its Implications -
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This paper intends to examine the legal issues related to virtual influencers in terms of consumer protection. To this purpose, I will examine the concept and current status of virtual influencers in US, and provide implications and suggestions for virtual influencers In the case of influencer marketing, it is important to disclose whether you have material connections in order to avoid deceptive advertising. The question is whether such disclosure obligations can be extended to virtual influencers. The FTC's ‘Guides Concerning the Use of Endorsement and Testimonials in Advertising (Endorsement Guides)’ does not yet have regulations on virtual influencers. Although this guides is not binding, it provides a basis for advertisers and endorsers to voluntarily comply with the law. There is little discussion about how to regulate virtual influencers if they do not disclose their material connections when they receive economic benefits. Because existing norms assume that influencers are humans, it is important to know whether virtual influencers should be treated the same as humans, or whether only the creators who made virtual influencers can be held accountable. In addition, it is also very important whether to disclose in advance the identity of virtual influencers. Perhaps the most controversial issue with virtual influencers is to seek an answer to the question of “Are virtual influencers inherently deceptive?” Anyone should easily identify that virtual influencers are not real persons. If consumers know that it is a post created by virtual influencers and purchase it, and recognize that virtual influencers are posting it without honest opinions or real experiences, it will be easy to say that the post is not an unfair advertisement. However, even you catch the identity of the virtual influencer, it is difficult to immediately recognize that it does not have the ability to ensorse. The fact that virtual influencers do not have the ability to ensorse should also be disclosed.
Abstract
This paper intends to examine the legal issues related to virtual influencers in terms of consumer protection. To this purpose, I will examine the concept and current status of virtual influencers in US, and provide implications and suggestions for virtual influencers In the case of influencer marketing, it is important to disclose whether you have material connections in order to avoid deceptive advertising. The question is whether such disclosure obligations can be extended to virtual influencers. The FTC's ‘Guides Concerning the Use of Endorsement and Testimonials in Advertising (Endorsement Guides)’ does not yet have regulations on virtual influencers. Although this guides is not binding, it provides a basis for advertisers and endorsers to voluntarily comply with the law. There is little discussion about how to regulate virtual influencers if they do not disclose their material connections when they receive economic benefits. Because existing norms assume that influencers are humans, it is important to know whether virtual influencers should be treated the same as humans, or whether only the creators who made virtual influencers can be held accountable. In addition, it is also very important whether to disclose in advance the identity of virtual influencers. Perhaps the most controversial issue with virtual influencers is to seek an answer to the question of “Are virtual influencers inherently deceptive?” Anyone should easily identify that virtual influencers are not real persons. If consumers know that it is a post created by virtual influencers and purchase it, and recognize that virtual influencers are posting it without honest opinions or real experiences, it will be easy to say that the post is not an unfair advertisement. However, even you catch the identity of the virtual influencer, it is difficult to immediately recognize that it does not have the ability to ensorse. The fact that virtual influencers do not have the ability to ensorse should also be disclosed.
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