{"id":10343,"date":"2026-06-30T10:17:58","date_gmt":"2026-06-30T02:17:58","guid":{"rendered":"https:\/\/regask.com\/?p=10343"},"modified":"2026-06-30T10:17:58","modified_gmt":"2026-06-30T02:17:58","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":"Las afirmaciones de marketing de alimentos bajo escrutinio: Declaraciones de propiedades saludables de la UE,\u2026"},"content":{"rendered":"<p id=\"ember1956\" class=\"ember-view reader-text-block__paragraph\"><span class=\"TextRun SCXW160658945 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW160658945 BCX0\">La aplicaci\u00f3n de las normas sobre declaraciones de marketing de alimentos se intensific\u00f3 en varios mercados importantes a mediados de 2026, y present\u00f3 una alta proporci\u00f3n de alertas regulatorias riesgosas en relaci\u00f3n con su volumen. Las se\u00f1ales m\u00e1s destacadas\u00a0<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">no lo eran<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">\u00a0consultas<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">,<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">\u00a0Fueron decisiones: una declaraci\u00f3n de propiedades saludables rechazada en la UE, una queja publicitaria admitida en el Reino Unido y normas de respaldo m\u00e1s estrictas en Corea del Sur. El denominador com\u00fan es la justificaci\u00f3n.\u00a0<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">muy diferente<\/span><span class=\"NormalTextRun SCXW160658945 BCX0\">\u00a0En todos los reg\u00edmenes, los reguladores se hacen la misma pregunta: <strong>\u00bfPuedes demostrar qu\u00e9 implican tu empaque y tu publicidad?<\/strong><\/span><\/span><\/p>\n\t<div id=\"gap-746155462\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-746155462 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h3><b><span data-contrast=\"none\">La UE rechaz\u00f3 una afirmaci\u00f3n sobre la salud.<\/span><\/b><\/h3>\n\t<div id=\"gap-1226215713\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1226215713 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"none\">Se public\u00f3 un reglamento de la Comisi\u00f3n Europea que deniega la autorizaci\u00f3n de una declaraci\u00f3n de propiedades saludables espec\u00edfica. El r\u00e9gimen de declaraciones de propiedades saludables de la UE se basa en un principio que a\u00fan genera problemas para las marcas: una declaraci\u00f3n debe estar autorizada antes de poder utilizarse, y los beneficios impl\u00edcitos para la salud, la percepci\u00f3n de bienestar, las sugerencias funcionales e incluso las im\u00e1genes tambi\u00e9n se consideran declaraciones. Una denegaci\u00f3n marca el l\u00edmite y sirve como incentivo para revisar la redacci\u00f3n dudosa que ya aparece en el envase o en los materiales de la campa\u00f1a. Detectarla durante la revisi\u00f3n del dise\u00f1o se reduce a una correcci\u00f3n de texto; detectarla despu\u00e9s del lanzamiento implica un cambio de etiqueta.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">El Reino Unido vot\u00f3 en contra de un anuncio de alimentos menos saludables.<\/span><\/b><\/h3>\n\t<div id=\"gap-1722096874\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1722096874 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"none\">La Autoridad de Normas Publicitarias del Reino Unido confirm\u00f3 una queja sobre publicidad online de pago de un producto alimenticio poco saludable. El escrutinio de la promoci\u00f3n de alimentos con alto contenido en grasas, sal y az\u00facar (HFSS, por sus siglas en ingl\u00e9s) se ha intensificado, y el canal digital se encuentra directamente en el \u00e1mbito de aplicaci\u00f3n. Las publicaciones de pago en redes sociales y plataformas online deben cumplir con los mismos est\u00e1ndares que la publicidad tradicional, a pesar de que a menudo se elaboran y publican mucho m\u00e1s r\u00e1pido. Las marcas que realizan marketing de resultados para alimentos y bebidas deben considerar las normas HFSS como una limitaci\u00f3n creativa desde la fase de briefing, ya que la velocidad del entorno digital es precisamente lo que genera publicaciones que no cumplen con la normativa.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Corea del Sur endureci\u00f3 las normas sobre patrocinios.<\/span><\/b><\/h3>\n\t<div id=\"gap-278814923\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-278814923 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"none\">La Comisi\u00f3n de Comercio Justo de Corea del Sur modific\u00f3 sus directrices para la publicidad de patrocinios y testimonios, endureciendo las expectativas de transparencia. El marketing de influencers se ha convertido en un objetivo prioritario para la aplicaci\u00f3n de la ley, y las relaciones comerciales no reveladas o insuficientemente reveladas son f\u00e1ciles de detectar, pero dif\u00edciles de refutar. Cualquier marca que utilice creadores de contenido en Corea, o que implemente una estrategia global de marketing de influencers, necesita que la transparencia est\u00e9 incluida en el contrato y sea visible en el propio contenido.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">\u00bfQu\u00e9 significa esto para las marcas de alimentos y bebidas?<\/span><\/b><\/h3>\n\t<div id=\"gap-1569083430\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1569083430 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"none\">La aplicaci\u00f3n de las normas no respeta fronteras ni canales: la denegaci\u00f3n de una declaraci\u00f3n de propiedades saludables en la UE, una resoluci\u00f3n brit\u00e1nica sobre publicidad digital y las normas coreanas sobre patrocinios son tres caras de una misma moneda: que lo que se afirma se pueda justificar y que se divulgue lo que se cobra por decir. Es fundamental crear expedientes de justificaci\u00f3n antes de publicar las declaraciones, considerar las normas sobre alimentos ricos en grasas, az\u00facares y sal (HFSS, por sus siglas en ingl\u00e9s) y las normas de divulgaci\u00f3n como aportaciones creativas, no como a\u00f1adidos posteriores, y revisar los contenidos publicados en funci\u00f3n de las decisiones vigentes. La brecha entre lo \u201cimpl\u00edcito\u201d y lo \u201cdeclarado\u201d es precisamente donde se aplica la normativa. <a href=\"http:\/\/regask.com\/es\/\"><strong>RegASK<\/strong><\/a> Realiza un seguimiento del etiquetado, las afirmaciones y las decisiones publicitarias en todos los organismos reguladores globales, lo que ayuda a los equipos de marca y cumplimiento a mantener las campa\u00f1as en curso alineadas con la normativa m\u00e1s reciente.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Food marketing claims enforcement intensified across several major markets in mid-2026, and it carried a high share of risky regulatory alerts relative to its volume. The standout signals\u00a0weren&#8217;t\u00a0consultations,\u00a0they were decisions: a refused health claim in the EU, an upheld advertising complaint in the UK, and tighter endorsement rules in South Korea. The common thread is&#8230;<\/p>","protected":false},"author":46,"featured_media":10344,"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 v27.8 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Food Marketing Claims Enforcement: Key Regulatory Updates<\/title>\n<meta name=\"description\" content=\"Explore food marketing claims enforcement and its impact on advertising regulations across multiple global markets.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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