{"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":"les-affirmations-marketing-visent-juin-2026","status":"publish","type":"post","link":"https:\/\/regask.com\/fr\/marketing-claims-crosshairs-june-2026\/","title":{"rendered":"All\u00e9gations marketing scrut\u00e9es de pr\u00e8s\u00a0: les \u00e9tiquettes \u00e9nerg\u00e9tiques de l\u2019UE, 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>Les all\u00e9gations marketing ont fait l&#039;objet d&#039;un nouvel examen en juin 2026, l&#039;UE, la Cor\u00e9e du Sud et l&#039;Italie ayant chacune pris des mesures concernant l&#039;\u00e9tiquetage et la publicit\u00e9 des produits.<\/strong> Ces mesures couvrent des domaines tr\u00e8s diff\u00e9rents (simplification des \u00e9tiquettes d&#039;efficacit\u00e9, r\u00e8gles de justification pour les produits commercialis\u00e9s gr\u00e2ce \u00e0 l&#039;IA et examen de la transparence des influenceurs), mais elles convergent vers une question commune\u00a0: une all\u00e9gation peut-elle \u00eatre justifi\u00e9e et est-elle clairement divulgu\u00e9e\u00a0? Pour les marques menant des campagnes sur ces march\u00e9s, ce fil conducteur est\u2026 <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW119633567 BCX0\">le<\/span><span class=\"NormalTextRun SCXW119633567 BCX0\">\u00a0Signal utile.<\/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-1621361591\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1621361591 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h3><span class=\"NormalTextRun SCXW57751530 BCX0\">L&#039;UE a pris des mesures pour simplifier l&#039;\u00e9nergie et\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW57751530 BCX0\">pneu<\/span><span class=\"NormalTextRun SCXW57751530 BCX0\">\u00a0\u00e9tiquetage<\/span><\/h3>\n\t<div id=\"gap-1281886008\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1281886008 {\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 Commission europ\u00e9enne a propos\u00e9 de simplifier l&#039;\u00e9nergie et\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">pneu<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">\u00a0r\u00e8gles d&#039;\u00e9tiquetage des appareils \u00e9lectrom\u00e9nagers, des appareils \u00e9lectroniques et\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185397173 BCX0\">pneus<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">. La simplification est\u00a0<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\">pas la m\u00eame chose que<\/span><span class=\"NormalTextRun SCXW185397173 BCX0\"> L\u2019assouplissement des r\u00e8gles, m\u00eame avec un cadre d\u2019\u00e9tiquetage plus clair, d\u00e9finit les conditions que les marques doivent respecter. Les modifications transitoires apport\u00e9es aux formats ou au contenu des \u00e9tiquettes entra\u00eenent r\u00e9guli\u00e8rement des mises \u00e0 jour des visuels, des emballages et des supports de communication sur le lieu de vente. Les entreprises commercialisant des produits r\u00e9glement\u00e9s dans l\u2019UE devraient examiner attentivement la proposition afin d\u2019en comprendre les implications pratiques en mati\u00e8re d\u2019\u00e9tiquetage, plut\u00f4t que de supposer que \u201c\u00a0plus simple\u00a0\u201d signifie moins de travail \u00e0 court terme. En effet, les transitions d\u2019\u00e9tiquetage impliquent g\u00e9n\u00e9ralement une p\u00e9riode de coexistence des anciens et des nouveaux formats.<\/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\">La Cor\u00e9e du Sud a clarifi\u00e9 les fondements de son marketing bas\u00e9 sur l&#039;IA<\/span><\/span><\/h3>\n\t<div id=\"gap-1131064832\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1131064832 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW130479870 BCX0\">La Cor\u00e9e du Sud\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">Commerce \u00e9quitable<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0La Commission a propos\u00e9 des modifications \u00e0 son avis relatif \u00e0 la justification publicitaire, afin de clarifier les obligations des produits commercialis\u00e9s avec des all\u00e9gations concernant l&#039;IA ou les nouvelles technologies. Alors que les mentions \u201c\u00a0aliment\u00e9 par l&#039;IA\u00a0\u201d et autres all\u00e9gations similaires se r\u00e9pandent sur les produits de consommation, les autorit\u00e9s de r\u00e9glementation examinent attentivement les informations disponibles.\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW130479870 BCX0\">signalisation<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\"> Ces all\u00e9gations doivent \u00eatre \u00e9tay\u00e9es par les m\u00eames exigences de preuve que toute autre all\u00e9gation de performance\u00a0; la nouveaut\u00e9 de la technologie n\u2019abaisse pas le niveau de preuve requis. Les marques utilisant l\u2019IA ou des technologies \u00e9mergentes en Cor\u00e9e devraient pouvoir\u2026 <\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">preuve<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0quelle est la fonctionnalit\u00e9\u00a0<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">fait<\/span><span class=\"NormalTextRun SCXW130479870 BCX0\">\u00a0et cela porte ses fruits, car ce cadre est d\u00e9sormais explicitement d\u00e9sign\u00e9 comme faisant partie du champ d&#039;application de la justification.<\/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\">L&#039;Italie a examin\u00e9 la transparence du marketing d&#039;influence.<\/span><\/span><\/h3>\n\t<div id=\"gap-1734472251\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1734472251 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"NormalTextRun SCXW21241554 BCX0\">L&#039;Autorit\u00e9 italienne de la publicit\u00e9 (IAP), organisme d&#039;autor\u00e9gulation de la publicit\u00e9, a publi\u00e9 2025 rapports de suivi sur la transparence du marketing d&#039;influence dans les secteurs des compl\u00e9ments alimentaires et des cosm\u00e9tiques. Ces rapports permettent d&#039;identifier les domaines d&#039;intervention prioritaires de l&#039;autorit\u00e9 de r\u00e9gulation, et ici, l&#039;attention se porte sp\u00e9cifiquement sur deux cat\u00e9gories\u00a0: les compl\u00e9ments alimentaires et les cosm\u00e9tiques, toutes deux surveill\u00e9es de pr\u00e8s en mati\u00e8re de transparence. Les marques actives dans ces secteurs en Italie doivent veiller \u00e0 ce que leurs relations avec les cr\u00e9ateurs de contenu soient transparentes. <\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">r\u00e9v\u00e9l\u00e9<\/span><span class=\"NormalTextRun SCXW21241554 BCX0\">\u00a0de mani\u00e8re claire et coh\u00e9rente dans tous les formats, puisque le secteur fait l&#039;objet d&#039;une observation active et document\u00e9e plut\u00f4t que de contr\u00f4les ponctuels occasionnels.<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Qu\u2019est-ce que cela signifie pour les marques\u00a0?<\/span><\/b><\/h3>\n\t<div id=\"gap-800805929\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-800805929 {\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\">Qu&#039;il s&#039;agisse d&#039;une note d&#039;efficacit\u00e9, d&#039;une mise en avant d&#039;une fonctionnalit\u00e9 d&#039;IA ou d&#039;un\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW19834537 BCX0\">influenceur<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\"> En mati\u00e8re de transparence, trois organismes de r\u00e9glementation ont converg\u00e9 ce mois-ci vers la m\u00eame exigence\u00a0: les all\u00e9gations doivent \u00eatre \u00e9tay\u00e9es et clairement expliqu\u00e9es. <\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">r\u00e9v\u00e9l\u00e9<\/span><span class=\"NormalTextRun SCXW19834537 BCX0\">. La solution pratique consiste \u00e0 maintenir \u00e0 jour les preuves justificatives des all\u00e9gations de performance et de technologie, \u00e0 traiter les modifications d&#039;\u00e9tiquetage comme un travail d&#039;emballage n\u00e9cessitant un d\u00e9lai raisonnable, et \u00e0 int\u00e9grer la divulgation dans les contrats des influenceurs et dans le contenu plut\u00f4t que de la laisser aux cr\u00e9ateurs individuels.\u00a0<\/span><a href=\"http:\/\/regask.com\/fr\/\"><strong><span class=\"NormalTextRun SpellingErrorV2Themed SCXW19834537 BCX0\">RegASK<\/span><\/strong><\/a><span class=\"NormalTextRun SCXW19834537 BCX0\">\u00a0Ce service assure le suivi des \u00e9volutions en mati\u00e8re d&#039;\u00e9tiquetage, d&#039;all\u00e9gations et de publicit\u00e9 aupr\u00e8s des organismes de r\u00e9glementation internationaux, aidant ainsi les \u00e9quipes charg\u00e9es des marques et de la conformit\u00e9 \u00e0 maintenir leurs campagnes en phase avec les derni\u00e8res exigences avant qu&#039;une all\u00e9gation ne devienne un risque.<\/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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