{"id":10343,"date":"2026-06-30T10:17:58","date_gmt":"2026-06-30T02:17:58","guid":{"rendered":"https:\/\/regask.com\/?p=10343"},"modified":"2026-07-08T14:54:36","modified_gmt":"2026-07-08T06:54:36","slug":"marketingaussagen-im-visier-juni-2026","status":"publish","type":"post","link":"https:\/\/regask.com\/de\/marketing-claims-crosshairs-june-2026\/","title":{"rendered":"Marketingaussagen unter der Lupe: EU-Energielabel, Korea\u2026"},"content":{"rendered":"<p id=\"ember1956\" class=\"ember-view reader-text-block__paragraph\"><span class=\"TextRun SCXW119633567 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW119633567 BCX0\"><strong>Im Juni 2026 gerieten Marketingaussagen erneut in den Fokus der \u00d6ffentlichkeit, als die EU, S\u00fcdkorea und Italien jeweils Ma\u00dfnahmen zur Kennzeichnung und Werbung von Produkten ergriffen.<\/strong> Die Ma\u00dfnahmen umfassen sehr unterschiedliche Bereiche (eine Vereinfachung der Effizienzkennzeichnung, Nachweisregeln f\u00fcr KI-gest\u00fctzte Produkte und eine \u00dcberpr\u00fcfung der Transparenz von Influencern), laufen aber auf eine zentrale Frage hinaus: L\u00e4sst sich eine Behauptung belegen und wird sie klar offengelegt? F\u00fcr Marken, die Kampagnen in diesen M\u00e4rkten durchf\u00fchren, ist dieser gemeinsame Nenner \u2026 <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW119633567 BCX0\">Die<\/span><span class=\"NormalTextRun SCXW119633567 BCX0\">\u00a0Nutzsignal.<\/span><\/span><span class=\"EOP Selected SCXW119633567 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n\t<div id=\"gap-1205122601\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1205122601 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h3><span class=\"NormalTextRun SCXW57751530 BCX0\">Die EU hat Schritte unternommen, um den Energie- und Energiesektor zu vereinfachen.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW57751530 BCX0\">Reifen<\/span><span class=\"NormalTextRun SCXW57751530 BCX0\">\u00a0Beschriftung<\/span><\/h3>\n\t<div id=\"gap-910685043\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-910685043 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW185397173 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185397173 BCX0\">Die Europ\u00e4ische Kommission schlug eine Vereinfachung des Energie- und\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">Reifen<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">\u00a0Kennzeichnungsvorschriften f\u00fcr Haushaltsger\u00e4te, Elektronik und\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">Reifen<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">. Vereinfachung ist\u00a0<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">nicht dasselbe wie<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\"> Trotz Lockerungen und eines \u00fcbersichtlicheren Kennzeichnungsrahmens bleiben die Anforderungen an Marken bestehen, und \u00dcbergangs\u00e4nderungen bei Etikettenformaten oder -inhalten erfordern regelm\u00e4\u00dfig Aktualisierungen von Artwork, Verpackung und POS-Materialien. Unternehmen, die regulierte Waren in die EU exportieren, sollten den Vorschlag hinsichtlich der damit verbundenen praktischen \u00c4nderungen der Kennzeichnung lesen und nicht annehmen, dass \u201ceinfacher\u201d kurzfristig weniger Aufwand bedeutet; Etikettenumstellungen bedeuten in der Regel eine \u00dcbergangsphase, in der alte und neue Formate parallel verwendet werden.<\/span><\/span><span class=\"EOP SCXW185397173 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h3><span class=\"TextRun MacChromeBold SCXW72296690 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW72296690 BCX0\">S\u00fcdkorea pr\u00e4zisierte die Nachweispflichten f\u00fcr KI-Marketing<\/span><\/span><\/h3>\n\t<div id=\"gap-1318312479\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1318312479 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW130479870 BCX0\">S\u00fcdkoreas\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">Fairer Handel<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0Die Kommission schlug \u00c4nderungen an ihren Hinweisen zur Werbebegr\u00fcndung vor, um die Pflichten f\u00fcr Produkte zu pr\u00e4zisieren, die mit Aussagen zu KI oder neuen Technologien beworben werden. Da sich Bezeichnungen wie \u201cKI-gest\u00fctzt\u201d und \u00e4hnliche Hinweise bei Konsumg\u00fctern immer weiter verbreiten, reagieren die Regulierungsbeh\u00f6rden.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW130479870 BCX0\">Signalgebung<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\"> dass diese Behauptungen die gleiche Beweislast tragen wie alle anderen Leistungsversprechen, die Neuheit der Technologie senkt die Beweisanforderungen nicht. Marken, die KI oder Framing mit neuen Technologien in Korea einsetzen, sollten dazu in der Lage sein. <\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">Beweis<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0welche Funktion\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">tut<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0und liefert, weil diese Rahmung nun ausdr\u00fccklich als Gegenstand der Beweisf\u00fchrung genannt wird.<\/span><\/p>\n<h3><span class=\"TextRun MacChromeBold SCXW238234330 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW238234330 BCX0\">Italien hat die Transparenz im Influencer-Marketing \u00fcberpr\u00fcft.<\/span><\/span><\/h3>\n\t<div id=\"gap-1437216947\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1437216947 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW21241554 BCX0\">Die italienische Werbeaufsichtsbeh\u00f6rde IAP hat Monitoringberichte f\u00fcr 2025 zur Transparenz von Influencer-Marketing in den Bereichen Nahrungserg\u00e4nzungsmittel und Kosmetik ver\u00f6ffentlicht. Diese Berichte geben Aufschluss dar\u00fcber, worauf die Aufsichtsbeh\u00f6rden ihren Fokus richten. Hier liegt der Fokus klar auf zwei Kategorien: Nahrungserg\u00e4nzungsmittel und Kosmetik, die beide hinsichtlich ihrer Offenlegungspraktiken besonders beobachtet werden. Marken, die in diesen Kategorien in Italien aktiv sind, sollten sicherstellen, dass die Beziehungen zu Influencern transparent sind. <\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">offengelegt<\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">\u00a0Die \u00dcberwachung erfolgt klar und einheitlich \u00fcber alle Formate hinweg, da der Sektor einer aktiven, dokumentierten Beobachtung unterliegt und nicht nur gelegentlichen Stichproben.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Was bedeutet das f\u00fcr Marken?<\/span><\/b><\/h3>\n\t<div id=\"gap-1558510998\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1558510998 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW19834537 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW19834537 BCX0\">Ob es sich nun um eine Effizienzbewertung, einen Hinweis auf eine KI-Funktion oder eine\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW19834537 BCX0\">Influencer<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\"> Offenlegung: Drei Aufsichtsbeh\u00f6rden kamen diesen Monat zu demselben Schluss: Behauptungen m\u00fcssen belegt und klar formuliert sein. <\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">offengelegt<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">. Die praktische Antwort besteht darin, die Belege f\u00fcr Leistungs- und Technologieaussagen stets aktuell zu halten, \u00c4nderungen der Kennzeichnung als Verpackungsarbeit mit entsprechender Vorlaufzeit zu behandeln und die Offenlegung in Influencer-Vertr\u00e4ge und -Inhalte einzubauen, anstatt dies den einzelnen Kreativen zu \u00fcberlassen.\u00a0<\/span><a href=\"http:\/\/regask.com\/de\/\"><strong><span class=\"NormalTextRun SpellingErrorV2Themed SCXW19834537 BCX0\">RegASK<\/span><\/strong><\/a><span class=\"NormalTextRun SCXW19834537 BCX0\">\u00a0Verfolgt Entwicklungen in den Bereichen Kennzeichnung, Werbeaussagen und Werbung bei globalen Regulierungsbeh\u00f6rden und hilft so Marken- und Compliance-Teams, Kampagnen an die neuesten Erwartungen anzupassen, bevor eine Behauptung zu einer Haftung wird.<\/span><\/span><span class=\"EOP SCXW19834537 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing claims came under renewed scrutiny in June 2026, with the EU, South Korea, and Italy each acting on how products are labelled and advertised. The measures span very different territory (an efficiency-label simplification, substantiation rules for AI-marketed products, and a review of influencer transparency) but they converge on one question that cuts across all&#8230;<\/p>","protected":false},"author":46,"featured_media":10602,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Food Marketing Claims Enforcement in the EU<\/title>\n<meta name=\"description\" content=\"Explore the latest in food marketing claims enforcement and how new regulations impact product labeling and advertising.\" \/>\n<meta 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