{"id":12151,"date":"2025-10-07T10:40:12","date_gmt":"2025-10-07T08:40:12","guid":{"rendered":"https:\/\/lfchannel.com\/?p=12151"},"modified":"2025-10-10T12:18:25","modified_gmt":"2025-10-10T10:18:25","slug":"nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/","title":{"rendered":"Nou \u201cCodi de publicitat a trav\u00e9s de influencers 2025\u201d:  aquestes s\u00f3n les claus que has de tenir en compte"},"content":{"rendered":"<p>En els \u00faltims anys, el fenomen del <strong>influencer m\u00e0rqueting ha crescut sense parar<\/strong> tant a nivell global com local. A Espanya, s&#8217;ha consolidat com <strong>una de les eines de m\u00e0rqueting m\u00e9s utilitzades per les marques, <\/strong>com demostra l&#8217;augment de la inversi\u00f3 en l&#8217;\u00faltim any, segons el<strong> <a href=\"https:\/\/iabspain.es\/estudio\/estudio-de-inversion-publicitaria-en-medios-digitales-2024\/\" target=\"_blank\" rel=\"noopener\">Advertising Bureau Spain<\/a> <\/strong>(IAB): +23,9% vs. 2023. Ja l&#8217;any anterior, el creixement va ser molt similar, amb un +22,8% respecte al 2022.<\/p>\n<p>L&#8217;auge d&#8217;aquesta tend\u00e8ncia ha fet que <strong>aquest tipus d&#8217;activacions requereixin d&#8217;una revisi\u00f3 i actualitzaci\u00f3 del codi de conducta original<\/strong>, llan\u00e7at en 2020 per l&#8217;Associaci\u00f3 Espanyola d&#8217;Anunciants (AEA) i AUTOCONTROL, l&#8217;Organisme independent nacional d&#8217;Autoregulaci\u00f3 Publicit\u00e0ria. Al llarg dels \u00faltims 5 anys han sorgit noves normatives i directives europees que impacten en el sector del m\u00e0rqueting de influencers i que tamb\u00e9 han de ser considerades a l&#8217;hora d&#8217;exercir aquesta activitat. Ha de ser igual d&#8217;important <a href=\"https:\/\/lfchannel.com\/ca\/retorn-de-la-inversio-en-influencers\/\" target=\"_blank\" rel=\"noopener\"><strong>saber mesurar el RO<\/strong>I<\/a> que complir amb el vessant legal en aquestes activacions.<\/p>\n<p>Coautoritzat pel Interactive IAB, l&#8217;associaci\u00f3 de publicitat, m\u00e0rqueting i comunicaci\u00f3 digital a Espanya, en aquesta nova versi\u00f3 del codi <strong>s&#8217;inclouen tots els canvis normatius que afecten els creadors de contingut audiovisual o influencers, ag\u00e8ncies de publicitat i\/o m\u00e0rqueting i\/o comunicaci\u00f3 <\/strong>que ofereixin aquest servei, els qui hauran d&#8217;informar de la seva exist\u00e8ncia als influencers, afavorir la possible adhesi\u00f3 d&#8217;aquests al codi i incloure a m\u00e9s la necessitat del seu compliment en els contractes.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#Quines_novetats_porta_aquest_nou_codi_i_quan_entra_en_vigor\" >Quines novetats porta aquest nou codi i quan entra en vigor?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#1_Una_definicio_mes_amplia_de_publicitat\" >1. Una definici\u00f3 m\u00e9s \u00e0mplia de publicitat<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#2_Mes_claredat_en_la_identificacio_de_publicitat\" >2. M\u00e9s claredat en la identificaci\u00f3 de publicitat<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#3_Responsabilitat_compartida_per_a_creadors_i_agencies\" >3. Responsabilitat compartida per a creadors i ag\u00e8ncies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#4_Formalitzacio_i_mes_rigor\" >4. Formalitzaci\u00f3 i m\u00e9s rigor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#5_Major_proteccio_al_menor\" >5. Major protecci\u00f3 al menor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lfchannel.com\/ca\/nou-codi-de-publicitat-a-traves-de-influencers-2025-aquestes-son-les-claus-que-has-de-tenir-en-compte\/#6_Us_de_la_intelligencia_artificial\" >6. \u00das de la intel\u00b7lig\u00e8ncia artificial<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Quines_novetats_porta_aquest_nou_codi_i_quan_entra_en_vigor\"><\/span>Quines novetats porta aquest nou codi i quan entra en vigor?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El nou<strong> \u201cCodi de conducta de publicitat a trav\u00e9s de influencers 2025\u201d va entrar en vigor el passat 1 d&#8217;octubre de 2025 <\/strong>i ja est\u00e0 disponible per a la seva consulta i desc\u00e0rrega <a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\"><strong>aqu\u00ed<\/strong><\/a>. Des de LF Channel, hem fet una an\u00e0lisi complet del document amb la intenci\u00f3 d&#8217;exposar de manera clara i breu les principals novetats que cal tenir en compte per a la seva aplicaci\u00f3 d&#8217;ara endavant:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12170\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025-2-1-scaled.jpg\" alt=\"Infograf\u00eda sobre el nuevo c\u00f3digo de influencers 2025\" width=\"420\" height=\"690\" \/><\/p>\n<p style=\"text-align: center;\"><a href='https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025.pdf' class='small-button smallred' target=\"_blank\">Desc\u00e0rrega aqu\u00ed la\u00a0infografia<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Una_definicio_mes_amplia_de_publicitat\"><\/span>1. Una definici\u00f3 m\u00e9s \u00e0mplia de publicitat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A partir d&#8217;ara, tamb\u00e9 <strong>seran considerades com a publicitat aquelles cessions o regals de productes oferits per part de les marques,<\/strong> aix\u00ed com les experi\u00e8ncies, entrades a esdeveniments o serveis que s&#8217;ofereixin als influencers, catalogades com a pagament en esp\u00e8cies, independentment del valor del producte o servei. Es considerar\u00e0 llavors publicitat, tamb\u00e9 es considerar\u00e0 publicitat a qualsevol esment o contingut gr\u00e0fic relatiu a una marca comercial que estigui dirigida a la promoci\u00f3 de productes o serveis i\/o siguin divulgats a canvi d&#8217;una contraprestaci\u00f3.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Mes_claredat_en_la_identificacio_de_publicitat\"><\/span>2. M\u00e9s claredat en la identificaci\u00f3 de publicitat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Qualsevol acci\u00f3 publicit\u00e0ria o esment a una marca quan hi hagi una contraprestaci\u00f3 pel mig haur\u00e0 de ser catalogada com a \u201cpublicitat\u201d o \u201ccol\u00b7laboraci\u00f3 pagada\u201d<strong>. Ja no es podran utilitzar els termes relatius a la cessi\u00f3 o regalia com a \u201cregal\u201d, \u201cgifted\u201d o \u201cgifting\u201d.<\/strong> Aquests esments hauran de ser correctament mostrades en els continguts publicats pel influencer, apareixent amb claredat i des de l&#8217;inici del contingut, no entre un embolic d&#8217;etiquetes afegides al final del post o en una lletra min\u00fascula i pr\u00e0cticament il\u00b7legible en la cantonada inferior d&#8217;un v\u00eddeo.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Responsabilitat_compartida_per_a_creadors_i_agencies\"><\/span>3. Responsabilitat compartida per a creadors i ag\u00e8ncies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tant <strong>el propi influencer com la seva ag\u00e8ncia de representaci\u00f3 o aquella que estigui gestionant la col\u00b7laboraci\u00f3 seran responsables <\/strong>de qualsevol incompliment, sent tots els implicats responsables de respectar tots els aspectes d&#8217;aquest nou codi de conducta.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Formalitzacio_i_mes_rigor\"><\/span>4. Formalitzaci\u00f3 i m\u00e9s rigor<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Els contractes que es formalitzin en el marc de qualsevol col\u00b7laboraci\u00f3, hi hagi una contraprestaci\u00f3 pel mig o no, hauran de <strong>recollir expressament el comprom\u00eds de complir amb aquest codi de conducta i totes les seves implicacions.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Major_proteccio_al_menor\"><\/span>5. Major protecci\u00f3 al menor<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La normativa en aquest cas es torna m\u00e9s estricta, amb <strong>la necessitat de formalitzar un contracte entre els pares o tutors legals del <\/strong>menor, que sempre que tingui una edat compresa entre els 14 i 18 anys haur\u00e0 de ser signat tamb\u00e9 pel nen\/a.<\/p>\n<p>A m\u00e9s, els continguts promoguts per menors sempre hauran de respectar la normativa legal i deontol\u00f2gica general i del sector al qual corresponguin i no incloure declaracions o presentacions visuals perjudicials per al seu desenvolupament f\u00edsic, mental o moral.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Us_de_la_intelligencia_artificial\"><\/span>6. \u00das de la intel\u00b7lig\u00e8ncia artificial<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En el cas que la comunicaci\u00f3 comercial es generi o modifiqui essencialment amb sistemes d&#8217;intel\u00b7lig\u00e8ncia artificial, hauran de complir-se les exig\u00e8ncies legals sobre aquest tema. A m\u00e9s, sempre s&#8217;adoptaran les cauteles necess\u00e0ries per a evitar que la utilitzaci\u00f3 de sistemes de IA pugui induir a error.<\/p>\n<p>M\u00e9s enll\u00e0 d&#8217;aquestes claus gen\u00e8riques, Convidem als qui desenvolupin algun tipus d&#8217;activitat relacionada amb la influ\u00e8ncia digital i la gesti\u00f3 de influencers a consultar <strong><a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\">el codi al complet<\/a><\/strong>, ja que inclou recomanacions detallades sobre com indicar el contingut publicitari en cadascuna de les xarxes socials existents i que s\u00f3n objecte de la seva difusi\u00f3.<\/p>\n<p>Finalment, tamb\u00e9 volem aclarir que<strong> estem parlant d&#8217;un codi d&#8217;adhesi\u00f3 voluntari, i per tant no vinculant, <\/strong>per\u00f2 l&#8217;incompliment de la qual pot ser objecte de den\u00fancia per part de qualsevol usuari o associaci\u00f3, podent derivar en infraccions normatives com la Llei General de Publicitat, la Llei de Compet\u00e8ncia Deslleial o la Llei General de Comunicaci\u00f3 Audiovisual. En els casos m\u00e9s greus, com a publicitat encoberta o dirigida a menors d&#8217;edat, m\u00e9s enll\u00e0 del mal d&#8217;imatge intr\u00ednsec que poden pat influencers i les seves ag\u00e8ncies, els implicats poden enfrontar-se a multes de fins a 750.000 \u20ac si les autoritats competents decideixen intervenir.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En els \u00faltims anys, el fenomen del influencer m\u00e0rqueting ha crescut sense parar tant a nivell global com local. A Espanya, s&#8217;ha consolidat com una de les eines de m\u00e0rqueting m\u00e9s utilitzades per les marques, com demostra l&#8217;augment de la inversi\u00f3 en l&#8217;\u00faltim any, segons el Advertising Bureau Spain (IAB): +23,9% vs. 2023. Ja l&#8217;any [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":12147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[47,67],"tags":[],"class_list":["post-12151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-tendencies_comunicacio"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Descobreix les novetats del nou \u201cCodi de publicitat a trav\u00e9s de *influencers\u201d per a ag\u00e8ncies i creadors de contingut.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Clara Hern\u00e1ndez\"\/>\n\t<link rel=\"canonical\" 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