{"id":2072,"date":"2025-11-05T12:21:57","date_gmt":"2025-11-05T11:21:57","guid":{"rendered":"https:\/\/lerroux.com\/?p=2072"},"modified":"2025-12-05T14:44:27","modified_gmt":"2025-12-05T13:44:27","slug":"publicidad-digital-influencers-e-ia-hacia-una-regulacion-responsable","status":"publish","type":"post","link":"https:\/\/lerroux.com\/en\/publicidad-digital-influencers-e-ia-hacia-una-regulacion-responsable\/","title":{"rendered":"Publicidad digital, influencers e IA: retos legales del I Congreso de Regulaci\u00f3n Publicitaria"},"content":{"rendered":"<p data-start=\"1026\" data-end=\"1142\">El pasado <strong data-start=\"616\" data-end=\"633\">29 de octubre<\/strong>, mi compa\u00f1era <strong data-start=\"648\" data-end=\"663\">Bego\u00f1a D\u00edaz<\/strong> y yo asistimos al <a href=\"https:\/\/iabspain.es\/congreso-regulacion-publicitaria-2025-guia-legal\/\"><strong data-start=\"682\" data-end=\"728\">primer Congreso de Regulaci\u00f3n Publicitaria<\/strong><\/a>, organizado por <strong data-start=\"745\" data-end=\"754\">ECIJA<\/strong> e<strong> iab\u00a0Spain<\/strong>. El encuentro reuni\u00f3 a expertos del sector legal, tecnol\u00f3gico y publicitario para analizar las <strong data-start=\"868\" data-end=\"918\">nuevas claves legales de la publicidad digital<\/strong>, tanto en el presente como en el futuro.<\/p>\n<p data-start=\"1026\" data-end=\"1142\">La jornada fue inaugurada por <strong data-start=\"1056\" data-end=\"1077\">Alejandro Touri\u00f1o<\/strong>, quien resumi\u00f3 la misi\u00f3n del congreso con un lema contundente:\u201cAportar seguridad jur\u00eddica a los justiciables\u201d. En un entorno donde la <strong data-start=\"1218\" data-end=\"1240\">publicidad digital<\/strong> nos rodea e influye en nuestras decisiones de consumo, <strong data-start=\"1296\" data-end=\"1338\">garantizar la transparencia y la \u00e9tica<\/strong> se ha convertido en un reto prioritario. Uno de los principales temas abordados fue la regulaci\u00f3n del papel de los <strong data-start=\"1454\" data-end=\"1469\">influencers<\/strong> como nuevos actores del ecosistema publicitario.<\/p>\n<h2 data-start=\"1525\" data-end=\"1597\">Influencers y responsabilidad: hacia la profesionalizaci\u00f3n del sector<\/h2>\n<p data-start=\"1599\" data-end=\"1891\"><strong data-start=\"1599\" data-end=\"1621\">Jos\u00e9 Domingo G\u00f3mez<\/strong>, director general de <strong data-start=\"1643\" data-end=\"1658\">Autocontrol<\/strong>, record\u00f3 que <em data-start=\"1672\" data-end=\"1746\">\u201cconvertir al creador de contenido en un medio publicitario es leg\u00edtimo\u201d<\/em>.<br data-start=\"1747\" data-end=\"1750\" \/>Sin embargo, tambi\u00e9n implica asumir <strong data-start=\"1786\" data-end=\"1815\">responsabilidades legales<\/strong> desde el momento en que el influencer convierte su actividad en un negocio.<\/p>\n<p data-start=\"1893\" data-end=\"1996\"><a href=\"https:\/\/www.autocontrol.es\/?gad_source=1&amp;gad_campaignid=22732060269&amp;gbraid=0AAAAAp5NTH9AYnyTSUhPRRemp5T1vdcgs&amp;gclid=Cj0KCQiAiKzIBhCOARIsAKpKLAMUXrokLs1DIKTqtXX-sxc_trDlt6drLLsq536E2jA58dQp6r5jCYUaAjSbEALw_wcB\">AUTOCONTROL<\/a> impulsa actualmente la <strong data-start=\"1928\" data-end=\"1961\">profesionalizaci\u00f3n del sector<\/strong> con herramientas preventivas como:<\/p>\n<ul data-start=\"1998\" data-end=\"2224\">\n<li data-start=\"1998\" data-end=\"2032\">\n<p data-start=\"2000\" data-end=\"2032\">El <strong data-start=\"2003\" data-end=\"2029\">Copy Advice Influencer<\/strong>,<\/p>\n<\/li>\n<li data-start=\"2033\" data-end=\"2095\">\n<p data-start=\"2035\" data-end=\"2095\">La designaci\u00f3n de la <strong data-start=\"2056\" data-end=\"2064\">CNMC<\/strong> como autoridad competente, y<\/p>\n<\/li>\n<li data-start=\"2096\" data-end=\"2224\">\n<p data-start=\"2098\" data-end=\"2224\">El <strong data-start=\"2101\" data-end=\"2131\">certificado de influencers<\/strong>, inspirado en la iniciativa europea de <strong data-start=\"2171\" data-end=\"2179\">EASA<\/strong> (<em data-start=\"2181\" data-end=\"2222\">European Advertising Standards Alliance<\/em>).<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2226\" data-end=\"2468\">Este certificado, disponible por solo <strong data-start=\"2264\" data-end=\"2276\">25 euros<\/strong>, se completa en <strong data-start=\"2293\" data-end=\"2306\">2,5 horas<\/strong> e incluye una evaluaci\u00f3n final. Su objetivo es garantizar que los creadores de contenido conozcan y cumplan las <strong data-start=\"2419\" data-end=\"2467\">normas de comunicaci\u00f3n comercial responsable<\/strong>.<\/p>\n<h2 data-start=\"2226\" data-end=\"2468\">Regulaci\u00f3n de los usuarios de especial relevancia (UER)<\/h2>\n<p data-start=\"2541\" data-end=\"2800\"><strong data-start=\"2541\" data-end=\"2570\">Jos\u00e9 \u00c1ngel Garc\u00eda Cabrera<\/strong>, subdirector de Audiovisual de la <strong data-start=\"2605\" data-end=\"2613\">CNMC<\/strong>, explic\u00f3 los criterios introducidos por el <a href=\"https:\/\/www.boe.es\/diario_boe\/txt.php?id=BOE-A-2024-8716\"><strong data-start=\"2657\" data-end=\"2682\">Real Decreto 444\/2024<\/strong><\/a> para identificar a los llamados <em data-start=\"2715\" data-end=\"2754\">Usuarios de Especial Relevancia (UER)<\/em>. Un <strong data-start=\"2761\" data-end=\"2775\">influencer<\/strong> ser\u00e1 considerado UER si:<\/p>\n<ul data-start=\"2802\" data-end=\"3029\">\n<li data-start=\"2802\" data-end=\"2872\">\n<p data-start=\"2804\" data-end=\"2872\">Ejerce <strong data-start=\"2811\" data-end=\"2840\">responsabilidad editorial<\/strong> en la creaci\u00f3n de contenidos.<\/p>\n<\/li>\n<li data-start=\"2873\" data-end=\"2918\">\n<p data-start=\"2875\" data-end=\"2918\">Tiene <strong data-start=\"2881\" data-end=\"2915\">m\u00e1s de un mill\u00f3n de seguidores<\/strong>.<\/p>\n<\/li>\n<li data-start=\"2919\" data-end=\"2961\">\n<p data-start=\"2921\" data-end=\"2961\">Publica <strong data-start=\"2929\" data-end=\"2958\">al menos 24 v\u00eddeos al a\u00f1o<\/strong>.<\/p>\n<\/li>\n<li data-start=\"2962\" data-end=\"3029\">\n<p data-start=\"2964\" data-end=\"3029\">Genera <strong data-start=\"2971\" data-end=\"3028\">ingresos anuales iguales o superiores a 300.000 euros<\/strong>.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3031\" data-end=\"3432\">Adem\u00e1s, record\u00f3 la importancia de <strong data-start=\"3065\" data-end=\"3108\">identificar correctamente la publicidad<\/strong>. Seg\u00fan el <a href=\"https:\/\/www.boe.es\/buscar\/act.php?id=BOE-A-2022-11311\"><strong data-start=\"3121\" data-end=\"3183\">art\u00edculo 136 de la Ley General de Comunicaci\u00f3n Audiovisual<\/strong><\/a>, solo pueden usarse los t\u00e9rminos <strong data-start=\"3217\" data-end=\"3233\">\u201cpublicidad\u201d<\/strong> o <strong data-start=\"3236\" data-end=\"3247\">\u201cpubli\u201d<\/strong>. No se permiten expresiones como \u201ccolaboraci\u00f3n pagada\u201d. El aviso debe ser <strong data-start=\"3324\" data-end=\"3360\">visible y f\u00e1cilmente reconocible<\/strong> dentro del contenido, para garantizar la transparencia ante el usuario. Las <strong data-start=\"3438\" data-end=\"3470\">sanciones por incumplimiento<\/strong> pueden alcanzar los <strong data-start=\"3491\" data-end=\"3507\">30.000 euros<\/strong> si la infracci\u00f3n se prolonga durante m\u00e1s de un mes, o <strong data-start=\"3562\" data-end=\"3578\">10.000 euros<\/strong> si dura menos.<\/p>\n<h3 data-start=\"3600\" data-end=\"3664\">Inteligencia artificial y creatividad: aliados, no sustitutos<\/h3>\n<p data-start=\"3666\" data-end=\"3954\">En la mesa redonda sobre <strong data-start=\"3691\" data-end=\"3710\">IA y publicidad<\/strong>, <strong data-start=\"3712\" data-end=\"3729\">Cristina Lera<\/strong> (Chief Data &amp; Technology Officer de <strong data-start=\"3766\" data-end=\"3785\">IPG Mediabrands<\/strong>) defendi\u00f3 una visi\u00f3n positiva del papel de la inteligencia artificial en el sector. Compar\u00f3 la IA con un cuchillo: \u201c<em>Puede ser buena o mala, seg\u00fan c\u00f3mo la utilicemos<\/em>\u201d. La IA, afirm\u00f3, <strong data-start=\"3971\" data-end=\"3998\">potencia la creatividad<\/strong> de los equipos y abre nuevas oportunidades. Sin embargo, insisti\u00f3 en la necesidad de establecer <strong data-start=\"4095\" data-end=\"4113\">l\u00edmites claros<\/strong> y <strong data-start=\"4116\" data-end=\"4161\">no delegar completamente en la tecnolog\u00eda<\/strong>. La clave est\u00e1 en <strong data-start=\"4182\" data-end=\"4216\">preservar la aportaci\u00f3n humana<\/strong> y el pensamiento cr\u00edtico que nos hace \u00fanicos.<\/p>\n<h3 data-start=\"4269\" data-end=\"4320\">\u00c9tica de los datos y personalizaci\u00f3n responsable<\/h3>\n<p data-start=\"4322\" data-end=\"4647\"><strong data-start=\"4322\" data-end=\"4340\">Miguel Herranz<\/strong>, DPO de <strong data-start=\"4349\" data-end=\"4364\">Grupo Prisa<\/strong>, destac\u00f3 la importancia de un uso <strong data-start=\"4399\" data-end=\"4447\">transparente y \u00e9tico de los datos personales<\/strong>. El <strong data-start=\"4454\" data-end=\"4494\">consentimiento informado del usuario<\/strong> debe ser la base de cualquier proceso de personalizaci\u00f3n, y este debe <strong data-start=\"4565\" data-end=\"4598\">recibir un beneficio tangible<\/strong> en forma de servicios adaptados a sus intereses. Herranz alert\u00f3 tambi\u00e9n sobre el <strong data-start=\"4681\" data-end=\"4756\">riesgo de concentraci\u00f3n de informaci\u00f3n en los modelos de lenguaje (LLM)<\/strong> y el impacto que la <strong data-start=\"4777\" data-end=\"4807\">monetizaci\u00f3n del contenido<\/strong> puede tener en la diversidad informativa. Defendi\u00f3 una IA que fomente <strong data-start=\"4880\" data-end=\"4921\">la cultura, la lectura y la reflexi\u00f3n<\/strong>, y no \u00fanicamente el consumo pasivo.<\/p>\n<h3 data-start=\"4649\" data-end=\"4957\">Spotify e IA: personalizaci\u00f3n con prop\u00f3sito<\/h3>\n<p data-start=\"5012\" data-end=\"5352\"><strong data-start=\"5012\" data-end=\"5030\">Beatriz Medina<\/strong>, directora de Ventas en <strong data-start=\"5055\" data-end=\"5066\">Spotify<\/strong>, explic\u00f3 c\u00f3mo la IA ha transformado la plataforma, que hoy es <strong data-start=\"5129\" data-end=\"5167\">mucho m\u00e1s que audio: tambi\u00e9n v\u00eddeo<\/strong>. Gracias a la segmentaci\u00f3n de datos, Spotify <strong data-start=\"5215\" data-end=\"5262\">conecta a los artistas con sus mayores fans<\/strong>, ofreciendo <strong data-start=\"5275\" data-end=\"5302\">mensajes personalizados<\/strong> y <strong data-start=\"5305\" data-end=\"5351\">acceso preferente a entradas de conciertos<\/strong>. No obstante, Medina coincidi\u00f3 con Lera en que no se debe <strong data-start=\"5411\" data-end=\"5456\">delegar toda la experiencia en algoritmos<\/strong> o listas automatizadas como <em data-start=\"5485\" data-end=\"5509\">Descubrimiento Semanal<\/em>. Reivindic\u00f3 el valor del <strong data-start=\"5537\" data-end=\"5556\">usuario curioso<\/strong>, el que explora m\u00e1s all\u00e1 de lo que la IA le sugiere, en palabras de <strong data-start=\"5625\" data-end=\"5646\">\u00c1lvaro Borrachero<\/strong>, \u201csin aborregar al personal\u201d.<\/p>\n<h2 data-start=\"5683\" data-end=\"5735\">Deepfake y derecho de imagen: el caso Lola Flores<\/h2>\n<p data-start=\"5737\" data-end=\"6057\"><strong data-start=\"5737\" data-end=\"5758\">\u00c1lvaro Borrachero<\/strong>, Senior Legal Advisor de <strong data-start=\"5784\" data-end=\"5796\">Heineken<\/strong>, present\u00f3 un caso emblem\u00e1tico: la <a href=\"https:\/\/www.youtube.com\/watch?v=Yewm6TfLZ3Q\"><strong data-start=\"5831\" data-end=\"5863\">campa\u00f1a de Cruzcampo de 2021<\/strong><\/a>, donde se \u201crevivi\u00f3\u201d digitalmente a <strong data-start=\"5899\" data-end=\"5914\">Lola Flores<\/strong> mediante <a href=\"https:\/\/www.youtube.com\/watch?v=BQLTRMYHwvE\"><em data-start=\"5924\" data-end=\"5934\">deepfake<\/em><\/a>. Este proyecto plante\u00f3 <strong data-start=\"5960\" data-end=\"5986\">retos legales in\u00e9ditos<\/strong>, al no existir entonces un marco claro para el uso de esta tecnolog\u00eda.<\/p>\n<p data-start=\"6059\" data-end=\"6129\">El an\u00e1lisis se centr\u00f3 en las dos vertientes del <strong data-start=\"6107\" data-end=\"6128\">derecho de imagen<\/strong>:<\/p>\n<ul data-start=\"6131\" data-end=\"6293\">\n<li data-start=\"6131\" data-end=\"6215\">\n<p data-start=\"6133\" data-end=\"6215\"><strong data-start=\"6133\" data-end=\"6153\">Derecho personal<\/strong>, de naturaleza fundamental y que se extingue con la muerte.<\/p>\n<\/li>\n<li data-start=\"6216\" data-end=\"6293\">\n<p data-start=\"6218\" data-end=\"6293\"><strong data-start=\"6218\" data-end=\"6241\">Derecho patrimonial<\/strong>, de valor econ\u00f3mico y transmisible a los herederos.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"6295\" data-end=\"6548\">Borrachero subray\u00f3 la importancia de <strong data-start=\"6332\" data-end=\"6389\">reforzar contractualmente las relaciones con agencias<\/strong> que utilicen IA, exigiendo <strong data-start=\"6417\" data-end=\"6467\">garant\u00edas de cumplimiento del Reglamento de IA<\/strong>, <strong data-start=\"6469\" data-end=\"6502\">obligaciones de transparencia<\/strong> y <strong data-start=\"6505\" data-end=\"6547\">marcado t\u00e9cnico de contenido sint\u00e9tico.<\/strong><\/p>\n<h2>Conclusiones: una gu\u00eda pr\u00e1ctica para la publicidad digital del futuro<\/h2>\n<p data-start=\"6629\" data-end=\"7065\">El <strong data-start=\"6632\" data-end=\"6673\">I Congreso de Regulaci\u00f3n Publicitaria<\/strong> se cerr\u00f3 con la presentaci\u00f3n de la <a href=\"https:\/\/iabspain.es\/estudio\/publicidad-digital-plataformas-proteccion-de-los-consumidores-y-propiedad-intelectual\/\"><strong data-start=\"6709\" data-end=\"6819\">Gu\u00eda Legal 2025: \u201cPublicidad Digital, plataformas, protecci\u00f3n de los consumidores y propiedad intelectual\u201d<\/strong><\/a>. Este documento ofrece <strong data-start=\"6845\" data-end=\"6876\">criterios y recomendaciones<\/strong> para aplicar correctamente las diferentes normativas que confluyen en el \u00e1mbito publicitario: <strong data-start=\"6971\" data-end=\"7064\">protecci\u00f3n de datos, propiedad intelectual, competencia desleal y derechos del consumidor<\/strong>.<\/p>\n<p data-start=\"198\" data-end=\"380\">Sin duda, un congreso inspirador que confirma que el futuro de la publicidad digital depender\u00e1 de un marco legal s\u00f3lido, \u00e9tico y transparente que impulse la innovaci\u00f3n responsable.<\/p>\n<p>&nbsp;<\/p>\n<p>Teresa Constanza Garc\u00eda Fontana<\/p>","protected":false},"excerpt":{"rendered":"<p>El pasado 29 de octubre, mi compa\u00f1era Bego\u00f1a D\u00edaz y yo asistimos al primer Congreso de Regulaci\u00f3n Publicitaria, organizado por ECIJA e iab\u00a0Spain. El encuentro reuni\u00f3 a expertos del sector legal, tecnol\u00f3gico y publicitario para analizar las nuevas claves legales de la publicidad digital, tanto en el presente como en el futuro. La jornada fue [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_joinchat":[],"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[1],"tags":[78,76,79,77,75,21,74,73],"class_list":["post-2072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-autocontrol","tag-cnmc","tag-congreso-publicidad","tag-derecho-de-imagen","tag-influencers","tag-inteligencia-artificial","tag-publicidad-digital","tag-regulacion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retos legales publicidad digital | Influencers e IA en debate<\/title>\n<meta name=\"description\" content=\"Influencia, IA y \u00e9tica marcan los retos legales publicidad digital 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