{"id":9512,"date":"2026-02-23T23:38:28","date_gmt":"2026-02-23T15:38:28","guid":{"rendered":"https:\/\/regask.com\/?p=9512"},"modified":"2026-02-23T23:38:28","modified_gmt":"2026-02-23T15:38:28","slug":"alemania-publica-directrices-sobre-el-etiquetado-del-contenido-publicitario-generado-por-ia-segun-la-ley-de-ia-de-la-ue","status":"publish","type":"post","link":"https:\/\/regask.com\/es\/germany-issues-guidance-on-labeling-ai-generated-advertising-content-under-the-eu-ai-act\/","title":{"rendered":"Alemania publica directrices sobre el etiquetado de anuncios generados por IA\u2026"},"content":{"rendered":"<p>En <strong>4 de febrero de 2026,<\/strong> el <strong>Autoridad de Competencia Alemana<\/strong> public\u00f3 una nueva gu\u00eda que aclara c\u00f3mo <strong>Contenido publicitario generado por IA<\/strong> debe estar etiquetado debajo de la <strong>Ley de Inteligencia Artificial de la UE (Reglamento (UE) 2024\/1689)<\/strong> y la ley alemana de competencia desleal. Emitida por la <strong>Oficina Central de Lucha contra la Competencia Desleal Frankfurt am Main eV (Wettbewerbszentrale)<\/strong>, La gu\u00eda se aplica a las empresas que utilizan IA en sus comunicaciones comerciales. Las obligaciones de transparencia pertinentes se aplicar\u00e1n a partir de... <strong>2 de agosto de 2026. <\/strong><\/p>\n<div class=\"row\"  id=\"row-269681801\">\n\n\t<div id=\"col-1014814156\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div id=\"gap-1559358384\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1559358384 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h2>Detalles de la actualizaci\u00f3n<\/h2>\n\t<div id=\"gap-1807016386\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1807016386 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>La gu\u00eda explica c\u00f3mo <strong>Art\u00edculo 50 de la Ley de IA de la UE<\/strong> Se aplica a casos de uso de publicidad y marketing, centr\u00e1ndose en las obligaciones de transparencia para <strong>deepfakes, textos generados por IA, chatbots, <\/strong>y<strong> Avatares de IA.<\/strong> Aclara cu\u00e1ndo es necesario el etiquetado, en particular cuando el contenido generado por IA se asemeja a personas, objetos o eventos reales y puede parecer aut\u00e9ntico.<\/p>\n<p>El documento tambi\u00e9n aclara la distinci\u00f3n entre <strong>\u201cproveedores\u201d y \u201coperadores\u201d,<\/strong> confirmando que las empresas que utilizan sistemas de IA con fines comerciales califican como <strong>operadores<\/strong> y son responsables del cumplimiento a menos que el uso sea puramente personal y no profesional.<\/p>\n<p>Adem\u00e1s, la gu\u00eda aborda los riesgos de <strong>\u201cLavado de IA\u201d<\/strong> enfatizando que comercializar productos o servicios como basados en IA sin una funcionalidad de IA sustancial puede constituir <strong>pr\u00e1cticas comerciales enga\u00f1osas<\/strong> bajo el <strong>Ley alemana contra la competencia desleal (UWG).\u00a0<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1014814156 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-606003622\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Obligaciones de transparencia en virtud del art\u00edculo 50<\/h2>\n\t<div id=\"gap-408058186\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-408058186 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Generado o manipulado por IA <strong>contenido de imagen, audio o v\u00eddeo<\/strong> que se asemeja a personas, objetos o eventos reales y puede parecer aut\u00e9ntico debe ser <strong>claramente etiquetado <\/strong>bajo<strong> Art\u00edculo 50(4)<\/strong> de la Ley de IA de la UE.<\/p>\n<p>Para <strong>Textos generados por IA<\/strong> publicado en inter\u00e9s p\u00fablico, se podr\u00e1 exigir su divulgaci\u00f3n a menos que el contenido haya sido objeto de <strong>revisi\u00f3n humana significativa o control editorial.\u00a0<\/strong><\/p>\n<p>Al implementar <strong>chatbots o avatares de IA,<\/strong> Los usuarios deben ser <strong>informado al inicio de la interacci\u00f3n<\/strong> que se est\u00e1n comunicando con un sistema de IA, y <strong>etiquetado legible por m\u00e1quina<\/strong> se requiere.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-606003622 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1482208770\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Exposici\u00f3n a la aplicaci\u00f3n de la ley<\/h2>\n\t<div id=\"gap-1681670898\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1681670898 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>El incumplimiento de las obligaciones de transparencia puede dar lugar a: <strong>multas administrativas en virtud de la Ley de IA de la UE<\/strong> y <strong>Reclamaciones civiles de competidores o asociaciones<\/strong> seg\u00fan la legislaci\u00f3n alemana sobre competencia desleal.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1482208770 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-985933820\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Fecha de entrada en vigor<\/h2>\n\t<div id=\"gap-662656248\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-662656248 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Las obligaciones pertinentes en materia de transparencia y etiquetado en virtud de la <strong>Ley de Inteligencia Artificial de la UE<\/strong> Los aspectos discutidos en esta gu\u00eda se aplicar\u00e1n a partir de <strong>2 de agosto de 2026. <\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-985933820 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-878196263\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Por qu\u00e9 es importante<\/h2>\n\t<div id=\"gap-828915556\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-828915556 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Esta actualizaci\u00f3n proporciona claridad regulatoria sobre <strong>obligaciones obligatorias de transparencia y etiquetado<\/strong> Para el contenido publicitario generado por IA, se fomenta la alineaci\u00f3n con la gobernanza digital de la UE y se minimiza la carga innecesaria de cumplimiento normativo. Refuerza las expectativas sobre la veracidad de las afirmaciones relacionadas con la IA y reduce el riesgo legal y reputacional.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-878196263 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1030525256\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Para qui\u00e9n es relevante<\/h2>\n\t<div id=\"gap-2063341965\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-2063341965 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Esta gu\u00eda es relevante para <strong>equipos legales y de cumplimiento, marketing y comunicaciones, funciones digitales y de TI, <\/strong>y<strong> Equipos de gobernanza de IA<\/strong> involucrado en publicidad, interacci\u00f3n con el cliente y contenido p\u00fablico.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1030525256 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-749417879\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Pr\u00f3ximos pasos<\/h2>\n\t<div id=\"gap-796794474\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-796794474 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Las organizaciones deben revisar los usos actuales y planificados de <strong>IA generativa<\/strong> en publicidad, interfaces de clientes y comunicaciones p\u00fablicas para identificar d\u00f3nde <strong>etiquetado o divulgaci\u00f3n<\/strong> Se requiere. Los equipos legales, de cumplimiento, de marketing y digitales deben evaluar las afirmaciones de marketing relacionadas con la IA y las divulgaciones de los chatbots para garantizar la preparaci\u00f3n antes de la <strong>2 de agosto de 2026<\/strong> fecha de aplicabilidad.<\/p>\n<p>A medida que las organizaciones ponen en pr\u00e1ctica estos requisitos, <a href=\"http:\/\/regask.com\/es\/\"><strong>RegASK<\/strong><\/a> Apoya a los equipos de cumplimiento al traducir las reglas de transparencia de IA en evoluci\u00f3n en informaci\u00f3n procesable. <a href=\"http:\/\/regask.com\/es\/\"><strong>RegASK<\/strong><\/a> es una plataforma l\u00edder de inteligencia regulatoria y orquestaci\u00f3n de flujo de trabajo con inteligencia artificial (IA) que permite a las organizaciones globales en sectores altamente regulados, incluidos productos de consumo y ciencias biol\u00f3gicas, navegar de manera proactiva en panoramas regulatorios complejos. <strong>Al combinar una IA de agentes avanzados con expertos en el sector, <a href=\"http:\/\/regask.com\/es\/\">RegASK<\/a><\/strong> Proporciona informaci\u00f3n predictiva y procesable oportuna y automatizaci\u00f3n de extremo a extremo en m\u00e1s de 160 pa\u00edses. <a href=\"http:\/\/regask.com\/es\/\"><strong>M\u00e1s informaci\u00f3n <\/strong><\/a>o<a href=\"https:\/\/regask.com\/es\/reservar-una-demostracion\/\"><strong> Reserve una demostraci\u00f3n ahora.\u00a0<\/strong><\/a><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-749417879 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>\n<div class=\"row\"  id=\"row-610465761\">\n\n\t<div id=\"col-1403107023\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<div class=\"is-divider divider clearfix\" style=\"margin-top:2em;margin-bottom:2em;max-width:20%;height:1px;background-color:#a5acd9;\"><\/div>\n<h3>Preguntas frecuentes<\/h3>\n\t<div id=\"gap-752633520\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-752633520 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<h4>\u00bfQu\u00e9 desencadena las obligaciones de etiquetado para la publicidad generada por IA seg\u00fan la Ley de IA de la UE?<\/h4>\n\t<div id=\"gap-1782681392\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1782681392 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>El etiquetado es necesario cuando el contenido generado o manipulado por IA, como im\u00e1genes, audio o v\u00eddeo, se asemeja a personas, objetos o eventos reales y puede parecer aut\u00e9ntico.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1403107023 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1883400884\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4>\u00bfQui\u00e9n es responsable del cumplimiento cuando se utiliza IA en la publicidad?<\/h4>\n\t<div id=\"gap-57725175\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-57725175 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Las empresas que utilizan sistemas de IA con fines comerciales califican como <strong>operadores<\/strong> y son responsables del cumplimiento de la Ley de IA de la UE.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1883400884 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1689095632\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4>\u00bfCu\u00e1ndo se aplican las obligaciones de transparencia analizadas en la orientaci\u00f3n?<\/h4>\n\t<div id=\"gap-1009955065\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1009955065 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Las disposiciones pertinentes se aplicar\u00e1n a partir de<strong> 2 de agosto de 2026.<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1689095632 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1612631365\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4>\u00bfC\u00f3mo puede RegASK ayudar a las organizaciones a prepararse para los requisitos de transparencia publicitaria de IA?<\/h4>\n\t<div id=\"gap-1198965170\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1198965170 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><a href=\"http:\/\/regask.com\/es\/\"><strong>RegASK<\/strong><\/a> ayuda a los equipos a rastrear actualizaciones regulatorias relacionadas con IA, evaluar la aplicabilidad en diferentes jurisdicciones y poner en funcionamiento los requisitos de divulgaci\u00f3n y etiquetado a trav\u00e9s de flujos de trabajo e inteligencia regulatoria impulsados por IA.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1612631365 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>","protected":false},"excerpt":{"rendered":"<p>On February 4, 2026, the German Competition Authority published new guidance clarifying how AI-generated advertising content must be labeled under the EU Artificial Intelligence Act (Regulation (EU) 2024\/1689) and German unfair competition law. Issued by the Central Office for Combating Unfair Competition Frankfurt am Main e.V. (Wettbewerbszentrale), the guidance applies to businesses using AI in&#8230;<\/p>","protected":false},"author":41,"featured_media":9513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[515,33],"tags":[],"class_list":["post-9512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-germany-regulations","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Germany Issues Guidance on Labeling AI Content<\/title>\n<meta name=\"description\" content=\"Discover Germany&#039;s guidance on labeling AI-generated advertising content under the EU AI Act. 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