{"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":"afirmaciones-de-marketing-en-el-punto-de-mira-junio-de-2026","status":"publish","type":"post","link":"https:\/\/regask.com\/es\/marketing-claims-crosshairs-june-2026\/","title":{"rendered":"Afirmaciones de marketing bajo escrutinio: Etiquetas energ\u00e9ticas de la UE, Kore\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>Las afirmaciones de marketing volvieron a ser objeto de un escrutinio exhaustivo en junio de 2026, y la UE, Corea del Sur e Italia tomaron medidas respecto a c\u00f3mo se etiquetan y publicitan los productos.<\/strong> Las medidas abarcan territorios muy diferentes (una simplificaci\u00f3n de la etiqueta de eficiencia, reglas de justificaci\u00f3n para productos comercializados con IA y una revisi\u00f3n de la transparencia de los influencers), pero convergen en una pregunta que atraviesa las tres: \u00bfse puede justificar una afirmaci\u00f3n y se divulga claramente? Para las marcas que ejecutan campa\u00f1as en estos mercados, ese hilo conductor es <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW119633567 BCX0\">el<\/span><span class=\"NormalTextRun SCXW119633567 BCX0\">\u00a0se\u00f1al \u00fatil.<\/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-1450377291\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1450377291 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h3><span class=\"NormalTextRun SCXW57751530 BCX0\">La UE tom\u00f3 medidas para simplificar la energ\u00eda y\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW57751530 BCX0\">neum\u00e1tico<\/span><span class=\"NormalTextRun SCXW57751530 BCX0\">\u00a0etiquetado<\/span><\/h3>\n\t<div id=\"gap-1283489936\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1283489936 {\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\">La Comisi\u00f3n Europea propuso simplificar la energ\u00eda y\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">neum\u00e1tico<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">\u00a0normas de etiquetado en electrodom\u00e9sticos, aparatos electr\u00f3nicos y\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">llantas<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">. La simplificaci\u00f3n es\u00a0<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">no es lo mismo que<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\"> A pesar de la relajaci\u00f3n de las normas, un marco de etiquetado m\u00e1s claro sigue estableciendo los requisitos que las marcas deben cumplir, y los cambios transitorios en los formatos o el contenido de las etiquetas suelen conllevar actualizaciones en el dise\u00f1o gr\u00e1fico, el embalaje y los puntos de venta. Las empresas que venden productos regulados en la UE deber\u00edan analizar la propuesta para comprender los cambios pr\u00e1cticos en el etiquetado que implica, en lugar de suponer que una mayor simplicidad significa menos trabajo a corto plazo; las transiciones en el etiquetado suelen implicar un per\u00edodo de coexistencia de formatos antiguos y nuevos.<\/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\">Corea del Sur aclar\u00f3 la justificaci\u00f3n para el marketing de IA.<\/span><\/span><\/h3>\n\t<div id=\"gap-265255138\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-265255138 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW130479870 BCX0\">Corea del Sur\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">Comercio justo<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0La Comisi\u00f3n propuso enmiendas a su aviso de justificaci\u00f3n publicitaria, aclarando las obligaciones para los productos comercializados con afirmaciones sobre IA o nuevas tecnolog\u00edas. A medida que las denominaciones &quot;impulsadas por IA&quot; y similares se extienden a los productos de consumo, los reguladores est\u00e1n\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW130479870 BCX0\">se\u00f1alizaci\u00f3n<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\"> que estas afirmaciones conllevan la misma carga de fundamentaci\u00f3n que cualquier otra afirmaci\u00f3n de rendimiento, la novedad de la tecnolog\u00eda no reduce el list\u00f3n probatorio. Las marcas que utilizan IA o un enfoque de nuevas tecnolog\u00edas en Corea deber\u00edan poder <\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">evidencia<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0cu\u00e1l es la caracter\u00edstica\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">hace<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0y cumple, porque ese marco ahora se nombra expl\u00edcitamente como dentro del alcance para su justificaci\u00f3n.<\/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\">Italia revis\u00f3 la transparencia del marketing de influencia.<\/span><\/span><\/h3>\n\t<div id=\"gap-813871920\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-813871920 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW21241554 BCX0\">El organismo autorregulador de la publicidad en Italia, la IAP, public\u00f3 informes de seguimiento de 2025 sobre la transparencia del marketing de influencers en los sectores de complementos alimenticios y belleza. Los informes de seguimiento son una se\u00f1al \u00fatil de d\u00f3nde se centra la atenci\u00f3n de un regulador, y en este caso apunta directamente a dos categor\u00edas: complementos alimenticios y belleza, ambas supervisadas espec\u00edficamente por sus pr\u00e1cticas de divulgaci\u00f3n. Las marcas activas en estas categor\u00edas en Italia deben garantizar que las relaciones con los creadores sean transparentes. <\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">divulgado<\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">\u00a0De forma clara y coherente en todos los formatos, ya que el sector est\u00e1 bajo una observaci\u00f3n activa y documentada, en lugar de controles puntuales ocasionales.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">\u00bfQu\u00e9 significa esto para las marcas?<\/span><\/b><\/h3>\n\t<div id=\"gap-862782170\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-862782170 {\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\">Ya sea una calificaci\u00f3n de eficiencia, una llamada de funci\u00f3n de IA o una\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW19834537 BCX0\">influencers<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\"> divulgaci\u00f3n, tres reguladores coincidieron en la misma expectativa este mes, las afirmaciones deben estar fundamentadas y claramente <\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">divulgado<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">. La respuesta pr\u00e1ctica consiste en mantener actualizadas las pruebas que respaldan las afirmaciones sobre el rendimiento y la tecnolog\u00eda, tratar los cambios de etiquetado como un trabajo de empaquetado con un plazo de entrega real, e incorporar la divulgaci\u00f3n en los contratos con los influencers y en el contenido, en lugar de dejarlo en manos de los creadores individuales.\u00a0<\/span><a href=\"http:\/\/regask.com\/es\/\"><strong><span class=\"NormalTextRun SpellingErrorV2Themed SCXW19834537 BCX0\">RegASK<\/span><\/strong><\/a><span class=\"NormalTextRun SCXW19834537 BCX0\">\u00a0Realiza un seguimiento de las novedades en materia de etiquetado, afirmaciones y publicidad en todos los organismos reguladores mundiales, ayudando a los equipos de marca y cumplimiento normativo a mantener las campa\u00f1as alineadas con las \u00faltimas expectativas antes de que una afirmaci\u00f3n se convierta en un riesgo.<\/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>Las afirmaciones de marketing volvieron a ser objeto de un escrutinio exhaustivo en junio de 2026, cuando la UE, Corea del Sur e Italia tomaron medidas sobre el etiquetado y la publicidad de los productos. Estas medidas abarcan \u00e1mbitos muy diversos (una simplificaci\u00f3n del etiquetado de eficiencia, normas de justificaci\u00f3n para productos comercializados mediante IA y una revisi\u00f3n de la transparencia de los influencers), pero convergen en una cuesti\u00f3n que las atraviesa a todas\u2026<\/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 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