{"id":807,"date":"2026-07-16T11:36:32","date_gmt":"2026-07-16T11:36:32","guid":{"rendered":"https:\/\/www.muchasmetas.com\/blog\/?p=807"},"modified":"2026-07-16T11:36:32","modified_gmt":"2026-07-16T11:36:32","slug":"impacto-ley-ia-ue-marketing-digital-guia-para-empresas","status":"publish","type":"post","link":"https:\/\/www.muchasmetas.com\/blog\/impacto-ley-ia-ue-marketing-digital-guia-para-empresas\/","title":{"rendered":"El Impacto de la Ley de Inteligencia Artificial (AI Act) de la UE en el Marketing Digital: Gu\u00eda para Empresas"},"content":{"rendered":"<section id=\"bt_bb_section6a594e474e9f3\" class=\"bt_bb_section bt_bb_layout_boxed_1200 bt_bb_vertical_align_top bt_bb_top_spacing_none bt_bb_bottom_spacing_none pt-blog20\"  data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;}}\"><div class=\"bt_bb_port\"><div class=\"bt_bb_cell\"><div class=\"bt_bb_cell_inner\"><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><div  class=\"bt_bb_text\" ><\/p>\n<p>La adopci\u00f3n de la <strong>inteligencia artificial<\/strong> ha dejado de ser una tendencia para convertirse en el motor tecnol\u00f3gico de la creaci\u00f3n de contenidos, la automatizaci\u00f3n de la publicidad y la personalizaci\u00f3n de campa\u00f1as. En este contexto, el nuevo <strong>Reglamento de Inteligencia Artificial de la Uni\u00f3n Europea<\/strong>, conocido como el <em><strong>AI Act<\/strong><\/em> (Reglamento UE 2024\/1689), establece el primer marco jur\u00eddico del mundo para regular el uso de la IA.<\/p>\n<p>En <strong>Espa\u00f1a<\/strong>, esta regulaci\u00f3n se complementa con el proyecto de <strong>Ley Org\u00e1nica para el buen uso y la gobernanza de la inteligencia artificial<\/strong>, aprobado el 26 de mayo de 2026. Para los equipos de marketing, agencias y plataformas de e-commerce, esto significa que la viabilidad de sus estrategias comerciales y de contenidos est\u00e1 sujeta ahora a un <strong>marco legal<\/strong> que cambia las reglas del juego.<\/p>\n<p><strong>\u00bfC\u00f3mo afectar\u00e1 esto a empresas y marcas?<\/strong> En este art\u00edculo, analizaremos en qu\u00e9 consiste la norma de IA de la Uni\u00f3n Europea, qu\u00e9 <strong>plazos<\/strong> de aplicaci\u00f3n tiene y c\u00f3mo afecta especialmente al marketing digital.<\/p>\n<p><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;,&quot;xl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;,&quot;xl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfC\u00f3mo Afecta la Ley Europea de IA al Marketing Digital?<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p><strong>La ley clasifica las herramientas de IA en una pir\u00e1mide de riesgo<\/strong> que determina directamente sus obligaciones. La mayor parte de las aplicaciones habituales de marketing se concentran en las tres categor\u00edas definidas por la ley.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.9.5\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h3 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Riesgo inaceptable (pr\u00e1cticas prohibidas)<\/span><\/span><\/h3><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Ciertas pr\u00e1cticas est\u00e1n estrictamente vetadas <strong>desde febrero de 2025<\/strong> en la UE. En marketing, esto <strong>proh\u00edbe el uso de t\u00e9cnicas subliminales<\/strong> que manipulen de forma consciente o inconsciente el comportamiento de compra del usuario caus\u00e1ndole alg\u00fan perjuicio. Tambi\u00e9n <strong>se proh\u00edbe explotar vulnerabilidades de grupos espec\u00edficos<\/strong> (por edad, discapacidad o situaci\u00f3n socioecon\u00f3mica) con fines comerciales.<\/p>\n<p>Adem\u00e1s, <strong>se proh\u00edben de forma absoluta las aplicaciones que generen desnudos falsos o contenido expl\u00edcito sin consentimiento<\/strong> de personas identificables, debiendo las empresas contar con filtros t\u00e9cnicos eficaces para evitar su producci\u00f3n antes de diciembre de 2026.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.9.5\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h3 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Alto riesgo (sujeto a controles estrictos)<\/span><\/span><\/h3><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Aunque de manera general esta categor\u00eda no est\u00e1 relacionada al marketing, s\u00ed te afecta si utilizas IA para el <strong>reclutamiento de personal en tu empresa<\/strong> (con cribado autom\u00e1tico de curr\u00edculums) o si empleas <strong>algoritmos de puntuaci\u00f3n y perfilado<\/strong> para evaluar la solvencia crediticia de tus clientes.<\/p>\n<p>Estas herramientas son definidas por la ley como <strong>sistemas de alto riesgo<\/strong>. Si empleas uno de ellos, asumes la responsabilidad de implementar una supervisi\u00f3n humana real, garantizar la calidad de los datos de entrenamiento y registrar la actividad (con logs correctamente almacenados y legibles).<\/p>\n<p>\n<\/div><div data-bb-version=\"5.9.5\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h3 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Riesgo limitado (transparencia)<\/span><\/span><\/h3><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>En esta definici\u00f3n es donde se encuentra el d\u00eda a d\u00eda del marketing digital: <strong>chatbots, asistentes conversacionales y creaci\u00f3n de contenido generativo<\/strong> (im\u00e1genes, copies, voz o v\u00eddeo). Su uso es totalmente <strong>legal<\/strong>, pero est\u00e1 sujeto a los estrictos deberes de transparencia definidos en el <strong>Art\u00edculo 50<\/strong>, que analizaremos en detalle ahora.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.9.5\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.9.5\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>El Art\u00edculo 50: Obligaciones para Marcas y Creadores que Usan IA<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p><strong>El Art\u00edculo 50 del <em>AI Act<\/em> redefine c\u00f3mo deben comunicarse las marcas con su audiencia<\/strong>. Si tu empresa utiliza IA, debes cumplir con la transparencia en cuatro escenarios bien definidos a partir de <strong>agosto de 2026<\/strong>:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li><strong>Interacci\u00f3n directa (chatbots y asistentes)<\/strong>: Al implementar chats de atenci\u00f3n al cliente o asistentes virtuales, debes informar expl\u00edcitamente al usuario que est\u00e1 interactuando con una IA en su primer contacto. El mensaje debe ser claro y no estar enterrado en los t\u00e9rminos y condiciones de la web.<\/li>\n<li><strong>Marcaje digital del contenido<\/strong>: Si utilizas herramientas para generar im\u00e1genes de producto (como modelos virtuales para moda), v\u00eddeos corporativos o audios con voz sint\u00e9tica, debes asegurarte que el sistema de IA generativa incorpore un marcado digital. El proveedor est\u00e1 obligado a garantizar que las salidas est\u00e9n marcadas en un formato legible por m\u00e1quina y sean detectables como generadas o manipuladas artificialmente.<\/li>\n<li><strong>Reconocimiento de emociones<\/strong>: Si empleas sistemas inteligentes en tiendas f\u00edsicas para analizar el estado de \u00e1nimo o expresiones de los usuarios frente a un escaparate o anuncio, debes informarles antes de capturar cualquier dato biom\u00e9trico.<\/li>\n<li>\n<p><strong><em>Deepfakes<\/em> y textos generados por IA<\/strong>: Los <em>deepfakes<\/em> publicitarios (im\u00e1genes, audios o v\u00eddeos que se parezcan a personas, objetos o lugares reales y que parezcan aut\u00e9nticos) deben contener una advertencia visible en pantalla.<\/p>\n<p>Por otro lado, si publicas <strong>textos generados por IA<\/strong> para informar sobre asuntos de inter\u00e9s general, debes advertir de ello, a menos que el contenido haya pasado por una revisi\u00f3n editorial y control humano sustantivo antes de su publicaci\u00f3n. El contenido claramente fant\u00e1stico o f\u00edsicamente imposible (por ejemplo, dragones) queda fuera de la definici\u00f3n de <em>deepfake<\/em>.<\/p>\n<\/li>\n<\/ul>\n<p><strong>\u00bfC\u00f3mo debes etiquetar tu contenido?<\/strong> La ley exige que estas notificaciones se realicen a m\u00e1s tardar en el momento de la primera interacci\u00f3n o exposici\u00f3n del usuario con el contenido. No obstante, si el contenido es parte de una <strong>obra creativa, art\u00edstica, sat\u00edrica o ficticia<\/strong>, la marca o etiqueta puede mostrarse de una manera que \u00abno obstaculice la visualizaci\u00f3n o el disfrute de la obra\u00bb.<\/p>\n<p>En el caso del <strong>texto<\/strong>, <strong>no es necesario etiquetar si<\/strong> el contenido ha pasado por un proceso de <strong>revisi\u00f3n humana<\/strong> y existe una <strong>persona f\u00edsica o jur\u00eddica que asume la responsabilidad editorial<\/strong>. Esta revisi\u00f3n debe ser sustantiva, no s\u00f3lo una aprobaci\u00f3n superficial.<\/p>\n<p>Cabe se\u00f1alar que en <strong>junio de 2026<\/strong> el Parlamento Europeo aprob\u00f3 un <strong>paquete de enmiendas<\/strong> que aplazan alguna de las obligaciones al <strong>2 de diciembre de 2026<\/strong>. En concreto, <strong>se aplaza el requisito de marcado en formato legible por m\u00e1quina (Art\u00edculo 50.2)<\/strong> aplicable a los sistemas de IA generativa que ya se encontraban en el mercado antes de dicho momento. Por lo tanto, los <strong>creadores y marcas<\/strong> que utilicen chatbots o publiquen deepfakes y textos generados por IA deber\u00e1n ser transparentes a partir de <strong>agosto de 2026<\/strong>.<\/p>\n<p>No obstante, la forma final de estas etiquetas se est\u00e1 refinando a trav\u00e9s del <strong>C\u00f3digo de Pr\u00e1cticas sobre IA generativa<\/strong>, que servir\u00e1 como punto de referencia para el cumplimiento.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>El Calendario de Adaptaci\u00f3n: Plazos del AI Act<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>El <em>AI Act<\/em> <strong>entr\u00f3 en vigor en agosto de 2024<\/strong>, pero sus obligaciones se han ido aplicando <strong>progresivamente<\/strong> para facilitar la adaptaci\u00f3n t\u00e9cnica de las empresas. En <strong>junio de 2026<\/strong>, el acuerdo aprobado en el Parlamento Europeo introdujo <strong>ajustes en los plazos<\/strong> para dar mayor seguridad jur\u00eddica al sector.<\/p>\n<p>\n<\/div><div  class=\"bt_bb_text\" ><\/p>\n<div class=\"div-tabla-blog\">\n<table class=\"tabla-blog\">\n<thead>\n<tr>\n<th>Fecha de aplicaci\u00f3n<\/th>\n<th>Hitos y obligaciones legales<\/th>\n<th>Impacto en marketing<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>2 de febrero de 2025<\/strong><\/td>\n<td>Entrada en vigor de las prohibiciones de riesgo inaceptable y mandato de alfabetizaci\u00f3n (<em>Art. 4<\/em>).<\/td>\n<td>Retirada de sistemas de manipulaci\u00f3n subliminal. Formaci\u00f3n obligatoria para el equipo en uso de IA.<\/td>\n<\/tr>\n<tr>\n<td><strong>2 de agosto de 2025<\/strong><\/td>\n<td>Obligaciones para proveedores de modelos de IA de prop\u00f3sito general (GPAI).<\/td>\n<td>Auditor\u00eda de APIs de generaci\u00f3n de texto o imagen para verificar derechos de autor.<\/td>\n<\/tr>\n<tr>\n<td><strong>Junio de 2026<\/strong><\/td>\n<td>Publicaci\u00f3n del C\u00f3digo de Buenas Pr\u00e1cticas definitivo sobre contenidos generados por IA.<\/td>\n<td>Adopci\u00f3n voluntaria de est\u00e1ndares t\u00e9cnicos para garantizar la presunci\u00f3n de conformidad.<\/td>\n<\/tr>\n<tr>\n<td><strong>2 de agosto de 2026<\/strong><\/td>\n<td>Aplicaci\u00f3n de las obligaciones de transparencia del Art\u00edculo 50.<\/td>\n<td>Obligatorio avisar del uso de chatbots y etiquetar de forma visible contenidos generados por IA.<\/td>\n<\/tr>\n<tr>\n<td><strong>2 de diciembre de 2026<\/strong><\/td>\n<td>Fin del plazo para el marcado de agua legible por m\u00e1quina de sistemas antiguos.<\/td>\n<td>Actualizaci\u00f3n de contenidos sint\u00e9ticos preexistentes en la web que sigan accesibles.<\/td>\n<\/tr>\n<tr>\n<td><strong>2 de diciembre de 2027<\/strong><\/td>\n<td>Aplicaci\u00f3n de las directrices para sistemas de IA de alto riesgo aut\u00f3nomos.<\/td>\n<td>Supervisi\u00f3n rigurosa de algoritmos de perfilado predictivo comercial o cribado de RRHH.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div data-bb-version=\"5.2.6\"  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 ul-titulos bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_none\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_left&quot;,&quot;def&quot;:&quot;left&quot;},&quot;bt_bb_padding_&quot;:{&quot;current_class&quot;:&quot;bt_bb_padding_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Flexibilidad para PYMEs y Startups<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Para evitar frenar la innovaci\u00f3n, los legisladores han incluido facilidades para las empresas m\u00e1s peque\u00f1as y las denominadas small mid-caps (empresas de mediana capitalizaci\u00f3n de hasta 750 empleados y 150 millones de euros de facturaci\u00f3n):<\/p>\n<p>\n<\/div><div  class=\"bt_bb_text\" ><\/p>\n<div class=\"div-tabla-blog\">\n<table class=\"tabla-blog\">\n<thead>\n<tr>\n<th>Tipo de Empresa<\/th>\n<th>L\u00edmites de Facturaci\u00f3n<\/th>\n<th>Medidas de Simplificaci\u00f3n Operativa<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Microempresas<\/strong><\/td>\n<td>\u2264 2.000.000 \u20ac<\/td>\n<td>Cumplimiento simplificado de sistemas de calidad y acceso prioritario gratuito a entornos de prueba (sandboxes).<\/td>\n<\/tr>\n<tr>\n<td><strong>Peque\u00f1as Empresas<\/strong><\/td>\n<td>\u2264 10.000.000 \u20ac<\/td>\n<td>Plantillas y formularios de documentaci\u00f3n t\u00e9cnica simplificados ante evaluaciones de conformidad.<\/td>\n<\/tr>\n<tr>\n<td><strong>Mediana Empresa<\/strong><\/td>\n<td>\u2264 50.000.000 \u20ac<\/td>\n<td>Canales de comunicaci\u00f3n exclusivos con la AESIA (Agencia Espa\u00f1ola de Supervisi\u00f3n de la Inteligencia Artificial) y multas limitadas al importe m\u00ednimo de la escala.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Adem\u00e1s, <strong>la ley obliga a los Estados miembros<\/strong> a tener operativos <em><strong>sandboxes<\/strong><\/em><strong> regulatorios<\/strong> (espacios aislados de prueba controlados por las autoridades) antes de agosto de 2026. En Espa\u00f1a, participar de buena fe en estos entornos supervisados por la AESIA ofrece <strong>inmunidad frente a multas administrativas en caso de fallos t\u00e9cnicos involuntarios<\/strong> en el desarrollo de nuevas herramientas.<\/p>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div data-bb-version=\"5.2.6\"  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 ul-titulos bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_none\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_left&quot;,&quot;def&quot;:&quot;left&quot;},&quot;bt_bb_padding_&quot;:{&quot;current_class&quot;:&quot;bt_bb_padding_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Posibles Sanciones por la Ley de IA de la Uni\u00f3n Europea<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>La autoridad de control en Espa\u00f1a es la <strong>Agencia Espa\u00f1ola de Supervisi\u00f3n de Inteligencia Artificial (AESIA)<\/strong>, cuya sede se encuentra en A Coru\u00f1a. Con su propio cuerpo de inspectores operativos y <strong>potestad sancionadora plena<\/strong>, la AESIA es la encargada de vigilar de cerca el mercado. Estas son las sanciones previstas en la ley en julio de 2026:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li><strong>Infracciones muy graves (Pr\u00e1cticas prohibidas o riesgo inaceptable)<\/strong>: El incumplimiento de las prohibiciones categ\u00f3ricas de la ley (como el uso de sistemas de manipulaci\u00f3n subliminal o la categorizaci\u00f3n biom\u00e9trica no permitida) se sanciona con multas de hasta <strong>35.000.000 \u20ac o el 7 %<\/strong> del volumen de negocios total anual a nivel mundial del ejercicio financiero anterior (la cantidad mayor de las dos, o la menor en caso de PYMEs).<\/li>\n<li><strong>Infracciones graves (Incumplimiento de obligaciones)<\/strong>: Saltarse las normas aplicables a los sistemas de alto riesgo o las obligaciones de transparencia estipuladas en el reglamento conlleva multas de hasta <strong>15.000.000 \u20ac o el 3 %<\/strong> del volumen de negocios total anual a nivel mundial (la cantidad mayor de las dos, o la menor en caso de PYMEs).<\/li>\n<li><strong>Infracciones leves (Informaci\u00f3n incorrecta o enga\u00f1osa)<\/strong>: Proporcionar informaci\u00f3n inexacta, incompleta o enga\u00f1osa a los organismos notificados o a las autoridades nacionales competentes en respuesta a una solicitud se sanciona con multas de hasta <strong>7.500.000 \u20ac o el 1 %<\/strong> del volumen de negocios total anual a nivel mundial (la cantidad mayor de las dos, o la menor en caso de PYMEs).<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div data-bb-version=\"5.2.6\"  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 ul-titulos bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_none\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_left&quot;,&quot;def&quot;:&quot;left&quot;},&quot;bt_bb_padding_&quot;:{&quot;current_class&quot;:&quot;bt_bb_padding_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.9.5\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;def&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;def&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfC\u00f3mo Puede Prepararse una Empresa para la Ley de IA?<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Desde Muchas Metas, proponemos una hoja de ruta con cinco pasos a seguir para preparar a tu negocio ante el AI Act de la Uni\u00f3n Europea en el \u00e1mbito del marketing digital:<\/p>\n<ol class=\"box-gris\">\n<li><strong>Inventario de IA<\/strong>: Registra todas las herramientas que utiliza tu equipo (LLMs, IAs generativas de imagen, chatbots de atenci\u00f3n al cliente\u2026) e indica su finalidad, proveedor y los datos que procesa.<\/li>\n<li><strong>Clasificaci\u00f3n de riesgos<\/strong>: Determina el nivel de riesgo de cada herramienta y documenta la justificaci\u00f3n interna.<\/li>\n<li><strong>Formaci\u00f3n del personal (<em>AI Literacy<\/em>)<\/strong>: Implementa programas de formaci\u00f3n para el equipo (exigible desde febrero de 2025) sobre l\u00edmites, sesgos y uso \u00e9tico de la IA.<\/li>\n<li><strong>Actualizaci\u00f3n de avisos legales y pol\u00edticas<\/strong>: Revisa las pol\u00edticas de privacidad y los disclaimers de tu web. Aseg\u00farate de integrar la evaluaci\u00f3n de impacto del RGPD con la del <em>AI Act<\/em> si realizas perfilado publicitario de usuarios.<\/li>\n<li><strong>Gobernanza y registro de logs<\/strong>: Asegura un protocolo de registro de actividad t\u00e9cnica (<em>logging<\/em>) conservando los registros un m\u00ednimo de 6 meses para poder reportar incidentes graves a la AESIA en menos de 72 horas si fuera necesario.<\/li>\n<\/ol>\n<p>La entrada en vigor de las obligaciones del <strong>Art\u00edculo 50 el pr\u00f3ximo 2 de agosto de 2026<\/strong> es una <strong>oportunidad estrat\u00e9gica<\/strong> para reforzar la <strong>confianza<\/strong> con tu audiencia. En el ecosistema actual del marketing digital, la <strong>transparencia<\/strong> se est\u00e1 posicionando como un est\u00e1ndar de calidad.<\/p>\n<p><strong>No esperes a la fecha l\u00edmite para adaptar tus flujos de trabajo<\/strong>. Audita ahora tus herramientas y procesos para asegurar que cada interacci\u00f3n y contenido generado por IA cumpla con la normativa europea. Si logras integrar estas pr\u00e1cticas de forma natural, evitar\u00e1s riesgos legales y posicionar\u00e1s a tu marca como un referente de \u00e9tica y honestidad en el uso de la inteligencia artificial.<\/p>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;def&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><div  class=\"bt_bb_text\" ><\/p>\n<div class=\"box-gris\" style=\"text-align: center;\">\n<h3 style=\"font-size: 24px; line-height: 32px; color: #982783;\">Somos una Agencia de Marketing Digital especializada en<br \/>\nla creaci\u00f3n y optimizaci\u00f3n de estrategias basadas en datos.<\/h3>\n<p><span style=\"color: #000000;\"><strong>\u00a1Hacemos de tus metas las nuestras!<\/strong><\/span><\/p>\n<div class=\"text-center\"><a class=\"btn btn-theme know-more-btn\" href=\"https:\/\/www.muchasmetas.es\/contacto\">Cont\u00e1ctanos<\/a><\/div>\n<\/div>\n<p>\n<\/div><div class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;def&quot;:&quot;small&quot;,&quot;xl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;def&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;def&quot;:&quot;1&quot;,&quot;xl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;def&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><!-- cell_inner --><\/div><!-- cell --><\/div><!-- port --><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":810,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,2],"tags":[],"class_list":["post-807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inteligencia-artificial","category-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gu\u00eda sobre la Ley de IA de la UE para Empresas | Muchas Metas<\/title>\n<meta name=\"description\" content=\"\u00bfC\u00f3mo afecta la Ley de IA de la Uni\u00f3n Europea al marketing digital? 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