가상인물 후기 광고: experience lines in a Sume avatar script

A 가상인물 label does not settle a review claim. The KFTC says that even when the virtual person is marked, if what it says is presented as based on use or experience and does not match real experience, the ad can be unfair advertising. In an avatar script that means checking every first-person line ("I used this for a month") against something that actually happened. This is not legal advice.

The rule text is from the KFTC press page, read 2026-10-01. Sume facts are from Avatar videos.

가상인물 표시 후에도 문제가 될 수 있나요?

보도자료는 가상인물임을 표시했더라도, 그 가상인물이 추천·보증하는 내용이 사용경험 또는 체험 등에 근거한 것으로 표현되고 그 내용이 실제 발생한 경험적 사실에 부합하지 않으면 부당한 표시·광고에 해당될 수 있다고 설명합니다.

In short: the label answers who is speaking; it does not make an invented experience true.

How does an avatar script turn into a claim?

An avatar video is a one-way, script-driven render: per Avatar videos, it turns a ready avatar into a script-driven talking video. The avatar says whatever the script or video_inputs text says, and nothing cited here says Sume checks the text for truthfulness. Responsibility for the words stays with the advertiser.

An avatar itself can be made from a text prompt, structured traits, or a reference image, per Create new avatar. Nothing in that page makes the avatar a real customer.

How can I rewrite experience lines?

Replace first-person experience with product facts you can document, or attribute a statement to a real person who gave it. The on-screen mark is a separate job, covered in the Korea FTC placement guidance post.

What limits apply to the script itself?

Sume accepts scripts whose estimated duration is 4-60 seconds inclusive; longer scripts are shortened or split into multiple jobs. Inline captions burn the script text into the final MP4, so the claim is visible on screen as well as spoken. Review the text before you render.