{"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":"lallemagne-publie-des-lignes-directrices-sur-letiquetage-des-contenus-publicitaires-generes-par-lia-en-vertu-de-la-loi-europeenne-sur-lia","status":"publish","type":"post","link":"https:\/\/regask.com\/fr\/germany-issues-guidance-on-labeling-ai-generated-advertising-content-under-the-eu-ai-act\/","title":{"rendered":"L\u2019Allemagne publie des lignes directrices sur l\u2019\u00e9tiquetage des publicit\u00e9s g\u00e9n\u00e9r\u00e9es par l\u2019IA\u2026"},"content":{"rendered":"<p>Sur <strong>4 f\u00e9vrier 2026,<\/strong> le <strong>Autorit\u00e9 allemande de la concurrence<\/strong> de nouvelles directives ont \u00e9t\u00e9 publi\u00e9es pour clarifier comment <strong>Contenu publicitaire g\u00e9n\u00e9r\u00e9 par l&#039;IA<\/strong> doit \u00eatre \u00e9tiquet\u00e9 sous le <strong>R\u00e8glement (UE) 2024\/1689 relatif \u00e0 l&#039;intelligence artificielle<\/strong> et la loi allemande sur la concurrence d\u00e9loyale. Publi\u00e9 par le <strong>Office central de lutte contre la concurrence d\u00e9loyale Francfort-sur-le-Main eV (Wettbewerbszentrale)<\/strong>, Ces lignes directrices s&#039;appliquent aux entreprises utilisant l&#039;IA dans leurs communications commerciales. Les obligations de transparence concern\u00e9es s&#039;appliqueront \u00e0 compter de cette date. <strong>2 ao\u00fbt 2026. <\/strong><\/p>\n<div class=\"row\"  id=\"row-342462316\">\n\n\t<div id=\"col-844826958\" 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-1183724895\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1183724895 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h2>D\u00e9tails de la mise \u00e0 jour<\/h2>\n\t<div id=\"gap-1887163761\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1887163761 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Le guide explique comment <strong>Article 50 de la loi europ\u00e9enne sur l&#039;IA<\/strong> s&#039;applique aux cas d&#039;utilisation en mati\u00e8re de publicit\u00e9 et de marketing, en mettant l&#039;accent sur les obligations de transparence pour <strong>deepfakes, textes g\u00e9n\u00e9r\u00e9s par l&#039;IA, chatbots, <\/strong>et<strong> Avatars d&#039;IA.<\/strong> Ce document pr\u00e9cise les cas o\u00f9 un \u00e9tiquetage est requis, notamment lorsque le contenu g\u00e9n\u00e9r\u00e9 par l&#039;IA ressemble \u00e0 des personnes, des objets ou des \u00e9v\u00e9nements r\u00e9els et peut para\u00eetre authentique.<\/p>\n<p>Le document clarifie \u00e9galement la distinction entre <strong>\u201c fournisseurs \u201d et \u201c op\u00e9rateurs \u201d,<\/strong> confirmant que les entreprises utilisant des syst\u00e8mes d&#039;IA \u00e0 des fins commerciales sont admissibles en tant que <strong>op\u00e9rateurs<\/strong> et sont responsables du respect de ces r\u00e8gles, sauf si l&#039;utilisation est purement personnelle et non professionnelle.<\/p>\n<p>En outre, les lignes directrices abordent les risques de <strong>\u201c Lavage par l&#039;IA \u201d,\u201d<\/strong> souligner que le fait de commercialiser des produits ou des services comme \u00e9tant bas\u00e9s sur l&#039;IA sans fonctionnalit\u00e9 d&#039;IA substantielle peut constituer <strong>pratiques commerciales trompeuses<\/strong> sous le <strong>Loi allemande contre la concurrence d\u00e9loyale (UWG).\u00a0<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-844826958 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1264083934\" 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>Obligations de transparence en vertu de l&#039;article 50<\/h2>\n\t<div id=\"gap-1894849253\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1894849253 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>g\u00e9n\u00e9r\u00e9s ou manipul\u00e9s par l&#039;IA <strong>contenu image, audio ou vid\u00e9o<\/strong> qui ressemble \u00e0 des personnes, des objets ou des \u00e9v\u00e9nements r\u00e9els et qui peut para\u00eetre authentique doit \u00eatre <strong>clairement \u00e9tiquet\u00e9 <\/strong>sous<strong> Article 50(4)<\/strong> de la loi europ\u00e9enne sur l&#039;IA.<\/p>\n<p>Pour <strong>Textes g\u00e9n\u00e9r\u00e9s par l&#039;IA<\/strong> Publi\u00e9 dans l&#039;int\u00e9r\u00eat public, une divulgation peut \u00eatre exig\u00e9e \u00e0 moins que le contenu n&#039;ait fait l&#039;objet d&#039;une enqu\u00eate. <strong>Un v\u00e9ritable examen humain ou un contr\u00f4le \u00e9ditorial.\u00a0<\/strong><\/p>\n<p>Lors du d\u00e9ploiement <strong>chatbots ou avatars IA,<\/strong> les utilisateurs doivent \u00eatre <strong>inform\u00e9 d\u00e8s le d\u00e9but de l&#039;interaction<\/strong> qu&#039;ils communiquent avec un syst\u00e8me d&#039;IA, et <strong>\u00e9tiquetage lisible par machine<\/strong> est requis.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1264083934 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-869677471\" 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>Exposition \u00e0 l&#039;application de la loi<\/h2>\n\t<div id=\"gap-1346353958\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1346353958 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Le non-respect des obligations de transparence peut entra\u00eener <strong>amendes administratives en vertu de la loi europ\u00e9enne sur l&#039;IA<\/strong> et <strong>actions civiles intent\u00e9es par des concurrents ou des associations<\/strong> en vertu de la loi allemande sur la concurrence d\u00e9loyale.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-869677471 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-607967544\" 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>Date d&#039;entr\u00e9e en vigueur<\/h2>\n\t<div id=\"gap-842379925\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-842379925 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Les obligations pertinentes en mati\u00e8re de transparence et d&#039;\u00e9tiquetage en vertu de <strong>Loi europ\u00e9enne sur l&#039;intelligence artificielle<\/strong> Les sujets abord\u00e9s dans ce guide s&#039;appliqueront \u00e0 partir de <strong>2 ao\u00fbt 2026. <\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-607967544 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1166052178\" 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>Pourquoi c&#039;est important<\/h2>\n\t<div id=\"gap-262370137\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-262370137 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Cette mise \u00e0 jour apporte des \u00e9claircissements r\u00e9glementaires sur <strong>obligations de transparence et d&#039;\u00e9tiquetage obligatoires<\/strong> Pour les contenus publicitaires g\u00e9n\u00e9r\u00e9s par l&#039;IA, cette solution favorise l&#039;alignement sur la gouvernance num\u00e9rique de l&#039;UE tout en minimisant les contraintes de conformit\u00e9 inutiles. Elle renforce les attentes concernant la v\u00e9racit\u00e9 des all\u00e9gations relatives \u00e0 l&#039;IA et r\u00e9duit les risques juridiques et de r\u00e9putation.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1166052178 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1579882931\" 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>\u00c0 qui cela s&#039;adresse-t-il ?<\/h2>\n\t<div id=\"gap-504806701\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-504806701 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Ces directives concernent <strong>\u00e9quipes juridiques et de conformit\u00e9, marketing et communication, fonctions num\u00e9riques et informatiques, <\/strong>et<strong> \u00e9quipes de gouvernance de l&#039;IA<\/strong> impliqu\u00e9 dans la publicit\u00e9, l&#039;engagement client et le contenu destin\u00e9 au public.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1579882931 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-994733426\" 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>Prochaines \u00e9tapes<\/h2>\n\t<div id=\"gap-71192773\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-71192773 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Les organisations devraient examiner les utilisations actuelles et pr\u00e9vues de <strong>IA g\u00e9n\u00e9rative<\/strong> en mati\u00e8re de publicit\u00e9, d&#039;interfaces clients et de communications publiques, afin d&#039;identifier o\u00f9 <strong>\u00e9tiquetage ou divulgation<\/strong> est requis. Les \u00e9quipes juridiques, de conformit\u00e9, marketing et num\u00e9riques doivent \u00e9valuer les all\u00e9gations marketing li\u00e9es \u00e0 l&#039;IA et les informations divulgu\u00e9es sur les chatbots afin de garantir leur pr\u00e9paration avant le <strong>2 ao\u00fbt 2026<\/strong> date d&#039;applicabilit\u00e9.<\/p>\n<p>\u00c0 mesure que les organisations mettent en \u0153uvre ces exigences, <a href=\"http:\/\/regask.com\/fr\/\"><strong>RegASK<\/strong><\/a> apporte son soutien aux \u00e9quipes de conformit\u00e9 en traduisant l&#039;\u00e9volution des r\u00e8gles de transparence de l&#039;IA en informations exploitables. <a href=\"http:\/\/regask.com\/fr\/\"><strong>RegASK<\/strong><\/a> est une plateforme de pointe d&#039;intelligence r\u00e9glementaire et d&#039;orchestration des flux de travail bas\u00e9e sur l&#039;IA agentielle, qui permet aux organisations mondiales des secteurs hautement r\u00e9glement\u00e9s, notamment les produits de consommation et les sciences de la vie, de naviguer de mani\u00e8re proactive dans des environnements r\u00e9glementaires complexes. <strong>En combinant une IA agentielle avanc\u00e9e avec des experts impliqu\u00e9s, <a href=\"http:\/\/regask.com\/fr\/\">RegASK<\/a><\/strong> Fournit des informations pr\u00e9dictives exploitables en temps opportun et une automatisation de bout en bout dans plus de 160 pays. <a href=\"http:\/\/regask.com\/fr\/\"><strong>En savoir plus <\/strong><\/a>ou<a href=\"https:\/\/regask.com\/fr\/reserver-une-demo\/\"><strong> r\u00e9servez une d\u00e9mo maintenant.\u00a0<\/strong><\/a><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-994733426 > .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-1073519289\">\n\n\t<div id=\"col-1625265010\" 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>FAQ<\/h3>\n\t<div id=\"gap-8816521\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-8816521 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<h4>Quels sont les \u00e9l\u00e9ments d\u00e9clencheurs des obligations d&#039;\u00e9tiquetage pour la publicit\u00e9 g\u00e9n\u00e9r\u00e9e par l&#039;IA en vertu de la r\u00e9glementation europ\u00e9enne sur l&#039;IA\u00a0?<\/h4>\n\t<div id=\"gap-1640198141\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1640198141 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Un \u00e9tiquetage est requis lorsque du contenu g\u00e9n\u00e9r\u00e9 ou manipul\u00e9 par l&#039;IA, comme des images, des fichiers audio ou vid\u00e9o, ressemble \u00e0 des personnes, des objets ou des \u00e9v\u00e9nements r\u00e9els et peut para\u00eetre authentique.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1625265010 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1647717984\" 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>Qui est responsable de la conformit\u00e9 lorsque l&#039;IA est utilis\u00e9e dans la publicit\u00e9\u00a0?<\/h4>\n\t<div id=\"gap-71203334\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-71203334 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Les entreprises utilisant des syst\u00e8mes d&#039;IA \u00e0 des fins commerciales sont consid\u00e9r\u00e9es comme <strong>op\u00e9rateurs<\/strong> et sont responsables du respect de la r\u00e9glementation europ\u00e9enne en mati\u00e8re d&#039;IA.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1647717984 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-992976324\" 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>Quand s&#039;appliquent les obligations de transparence \u00e9voqu\u00e9es dans les lignes directrices\u00a0?<\/h4>\n\t<div id=\"gap-709152392\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-709152392 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Les dispositions pertinentes s&#039;appliqueront \u00e0 compter de<strong> 2 ao\u00fbt 2026.<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-992976324 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1417013380\" 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>Comment la norme RegASK peut-elle aider les organisations \u00e0 se pr\u00e9parer aux exigences de transparence en mati\u00e8re de publicit\u00e9 bas\u00e9e sur l&#039;IA\u00a0?<\/h4>\n\t<div id=\"gap-1823437698\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1823437698 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><a href=\"http:\/\/regask.com\/fr\/\"><strong>RegASK<\/strong><\/a> Aide les \u00e9quipes \u00e0 suivre les mises \u00e0 jour r\u00e9glementaires li\u00e9es \u00e0 l&#039;IA, \u00e0 \u00e9valuer leur applicabilit\u00e9 dans diff\u00e9rentes juridictions et \u00e0 mettre en \u0153uvre les exigences de divulgation et d&#039;\u00e9tiquetage gr\u00e2ce \u00e0 des flux de travail et des renseignements r\u00e9glementaires bas\u00e9s sur l&#039;IA.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1417013380 > .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 v27.4) - 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. Stay compliant with transparency rules.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/regask.com\/fr\/lallemagne-publie-des-lignes-directrices-sur-letiquetage-des-contenus-publicitaires-generes-par-lia-en-vertu-de-la-loi-europeenne-sur-lia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Germany Issues Guidance on Labeling AI-Generated Advertising Content Under the EU AI Act\" \/>\n<meta property=\"og:description\" content=\"Discover Germany&#039;s guidance on labeling AI-generated advertising content under the EU AI Act. 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