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 three: can a claim be substantiated, and is it clearly disclosed? For brands running campaigns across these markets, that shared thread is the useful signal.
The EU moved to simplify energy and tyre labelling
The European Commission proposed simplifying energy and tyre labelling rules across home appliances, electronics, and tyres. Simplification is not the same as relaxation, a cleaner labelling framework still sets the terms brands must meet, and transitional changes to label formats or content routinely trigger artwork, packaging, and point-of-sale updates. Companies selling regulated goods into the EU should read the proposal for the practical labelling changes it implies rather than assuming “simpler” means less work in the near term; label transitions usually mean a period of running old and new formats in parallel.
South Korea clarified substantiation for AI marketing
South Korea’s Fair-Trade Commission proposed amendments to its advertising substantiation notice, clarifying obligations for products marketed with AI or new-technology claims. As “AI-powered” and similar callouts spread across consumer products, regulators are signaling that these claims carry the same substantiation burden as any other performance claim, the novelty of the technology does not lower the evidentiary bar. Brands using AI or new-technology framing in Korea should be able to evidence what the feature does and delivers, because that framing is now explicitly named as in scope for substantiation.
Italy reviewed influencer marketing transparency
Italy’s advertising self-regulatory body, the IAP, published 2025 monitoring reports on influencer marketing transparency in the food supplement and beauty sectors. Monitoring reports are a useful signal of where a regulator’s attention is focused, and here it is pointed squarely at two categories: food supplements and beauty, both watched specifically for disclosure practices. Brands active in these categories in Italy should ensure creator relationships are disclosed clearly and consistently across formats, since the sector is under active, documented observation rather than occasional spot checks.
What does this mean for brands?
Whether it is an efficiency rating, an AI feature callout, or an influencer’s disclosure, three regulators converged on the same expectation this month, claims must be substantiated and clearly disclosed. The practical response is to keep substantiation evidence current for performance and technology claims, treat labelling changes as packaging work with real lead time, and build disclosure into influencer contracts and content rather than leaving it to individual creators. RegASK tracks labelling, claims, and advertising developments across global regulators, helping brand and compliance teams keep campaigns aligned with the latest expectations before a claim becomes a liability.
