{"id":2083,"date":"2026-10-04T19:57:51","date_gmt":"2026-10-04T17:57:51","guid":{"rendered":"https:\/\/markaigen.com\/?p=2083"},"modified":"2026-10-07T05:38:53","modified_gmt":"2026-10-07T03:38:53","slug":"eu-ai-transparency-rules-for-marketing-teams-in-2026","status":"publish","type":"post","link":"https:\/\/markaigen.com\/nl\/topics\/governance-ethics-and-legal\/eu-ai-transparency-rules-for-marketing-teams-in-2026\/","title":{"rendered":"EU-regels voor AI-transparantie in marketing in 2026"},"content":{"rendered":"\n<!-- a4e:12-01 -->\n\n\n<article class=\"a4e-article\" lang=\"nl\" data-no-translation data-a4e-id=\"12-01\" data-a4e-topic=\"governance-ethics-and-legal\">\n<header class=\"a4e-hero\"><div class=\"a4e-shell\"><nav class=\"a4e-breadcrumb\" aria-label=\"Kruimelpad\"><a href=\"https:\/\/markaigen.com\/nl\/topics\/\">Onderwerpen<\/a><span aria-hidden=\"true\">\/<\/span><a href=\"https:\/\/markaigen.com\/nl\/topics\/governance-ethics-and-legal\/\">Governance, ethiek en wetgeving<\/a><\/nav><div class=\"a4e-hero-grid\"><div><p class=\"a4e-eyebrow\">Governance, ethiek en wetgeving <span aria-hidden=\"true\">\u00b7<\/span> Praktische inzichten<\/p><h1>EU-regels voor AI-transparantie in marketing in 2026<\/h1><p class=\"a4e-deck\">Beoordeel de AI Act-plichten voor chatbots en campagnecontent, onderscheid aanbieders van gebruiksverantwoordelijken en leg keuzes voor publicatie vast.<\/p><div class=\"a4e-byline\"><span>Wael Al Saleh<\/span><span aria-hidden=\"true\">\u00b7<\/span><time datetime=\"2026-10-04T17:57:51+00:00\">4 oktober 2026<\/time> <span aria-hidden=\"true\">\u00b7<\/span> 2 min leestijd<\/div><\/div><div class=\"a4e-visual\"><svg class=\"a4e-graphic\" viewBox=\"0 0 240 240\" aria-hidden=\"true\" focusable=\"false\"><circle cx=\"120\" cy=\"120\" r=\"100\" fill=\"none\" stroke=\"#819ffc\" stroke-opacity=\".24\"\/><circle cx=\"120\" cy=\"120\" r=\"73\" fill=\"none\" stroke=\"#819ffc\" stroke-opacity=\".35\" stroke-dasharray=\"3 8\"\/><g class=\"a4e-orbit\"><circle cx=\"120\" cy=\"20\" r=\"7\" fill=\"#9fded8\"\/><circle cx=\"205\" cy=\"171\" r=\"5\" fill=\"#9671ff\"\/><\/g><g class=\"a4e-float\"><rect x=\"61\" y=\"61\" width=\"118\" height=\"118\" rx=\"29\" fill=\"#14245c\" stroke=\"#6898ff\" stroke-opacity=\".7\"\/><g class=\"a4e-focus\" transform=\"translate(84 84) scale(3)\" fill=\"none\" stroke=\"#fff\" stroke-width=\"1.45\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><path d=\"m12 3 8 3v6c0 5-8 9-8 9s-8-4-8-9V6Z\"\/><path d=\"m8 12 3 3 5-6\"\/><\/g><\/g><g class=\"a4e-glow\" fill=\"#98b8ff\"><circle cx=\"39\" cy=\"180\" r=\"3\"\/><circle cx=\"201\" cy=\"53\" r=\"3\"\/><\/g><\/svg><label class=\"a4e-motion\"><input type=\"checkbox\" data-a4e-pause> Pauzeer animatie<\/label><\/div><\/div><\/div><\/header>\n<div class=\"a4e-shell a4e-reading\"><aside class=\"a4e-rail\"><details class=\"a4e-toc\" open><summary>In dit artikel<\/summary><ol><li><a href=\"#section-nl-1\"><span>01<\/span>Onderscheid de verantwoordelijkheden<\/a><\/li><li><a href=\"#section-nl-2\"><span>02<\/span>Bekijk de bezoekerservaring<\/a><\/li><li><a href=\"#section-nl-3\"><span>03<\/span>Bewaar bewijs van de uitvoering<\/a><\/li><li><a href=\"#section-nl-4\"><span>04<\/span>Hanteer de juiste ingangsdatum<\/a><\/li><\/ol><\/details><button class=\"a4e-copy\" type=\"button\" data-a4e-copy>Kopieer artikellink<\/button><p class=\"a4e-copy-status\" aria-live=\"polite\"><\/p><\/aside><div class=\"a4e-story\"><p class=\"a4e-lead\">Een bruikbare beoordeling van AI-transparantie begint bij de toepassing. Een marketingchatbot, een aangepaste productvideo en een artikel met AI-ondersteuning kunnen verschillende verplichtingen opleveren. Breng die toepassingen eerst in kaart voordat je bepaalt welke melding een bezoeker nodig heeft.<\/p><section aria-labelledby=\"section-nl-1\"><h2 id=\"section-nl-1\">Onderscheid de verantwoordelijkheden<\/h2><p>Artikel 50 lid 1 gaat over aanbieders van systemen die rechtstreeks met mensen communiceren. Lid 2 betreft machineleesbare markering en detecteerbaarheid van synthetische uitvoer. Lid 4 bevat verplichtingen voor gebruiksverantwoordelijken rond deepfakes en bepaalde teksten van algemeen belang. De uitzondering voor tekst vraagt menselijke beoordeling of redactionele controle \u00e9n redactionele verantwoordelijkheid. <sup><a href=\"#ref-nl-1\" aria-label=\"Bron 1\">[1]<\/a><\/sup> Alleen een tool aanschaffen lost je eigen rol dus niet op.<\/p><\/section><section aria-labelledby=\"section-nl-2\"><h2 id=\"section-nl-2\">Bekijk de bezoekerservaring<\/h2><p>Controleer bij een chatbot de eerste interactie, mobiele weergave en toegankelijkheid van de melding. Onderzoek bij een synthetische video wat kijkers kunnen verwarren met een echte persoon, plaats of gebeurtenis. Laat twijfelgevallen juridisch beoordelen, waaronder de vraag of je organisatie door ontwikkeling of eigen branding zelf aanbieder is geworden.<\/p><\/section><section aria-labelledby=\"section-nl-3\"><h2 id=\"section-nl-3\">Bewaar bewijs van de uitvoering<\/h2><p>Leg systeem, leverancier, doel, doelgroep, relevante verplichting, gekozen melding en goedkeurder vast. Bewaar schermafbeeldingen van de gepubliceerde versie. Een correcte melding in een ontwerpbestand zegt weinig wanneer een overlay deze mobiel verbergt. Bewaar bij inhoudelijk beoordeelde teksten van algemeen belang de correcties en de naam van de redactioneel verantwoordelijke.<\/p><\/section><section aria-labelledby=\"section-nl-4\"><h2 id=\"section-nl-4\">Hanteer de juiste ingangsdatum<\/h2><p>Volgens de Commissie geldt artikel 50 vanaf 2 augustus 2026. De beperkte overgang tot 2 december betreft uitsluitend lid 2 voor daarvoor in aanmerking komende systemen die v\u00f3\u00f3r 2 augustus op de markt zijn gebracht. <sup><a href=\"#ref-nl-2\" aria-label=\"Bron 2\">[2]<\/a><\/sup> Beoordeel die uitzondering apart. Geef openstaande toepassingen een eigenaar en beoordelingsdatum, zodat uitstel bij een leverancier niet ongemerkt ook jouw meldingen vertraagt.<\/p><\/section>\n<details class=\"a4e-sources\" open><summary>Bronnen en onderbouwing<\/summary><ol><li id=\"ref-nl-1\"><a href=\"https:\/\/ai-act-service-desk.ec.europa.eu\/en\/ai-act\/article-50\" rel=\"noopener\">EU AI Act Article 50 \u2014 provider and deployer obligations<\/a><\/li><li id=\"ref-nl-2\"><a href=\"https:\/\/digital-strategy.ec.europa.eu\/en\/faqs\/transparency-obligations-under-article-50-ai-act\" rel=\"noopener\">Commission Article 50 transparency FAQs<\/a><\/li><\/ol><p class=\"a4e-source-note\">Bronnen gecontroleerd op 4 oktober 2026. De beschreven werkwijzen en denkvoorbeelden zijn redactionele analyse.<\/p><\/details>\n<div class=\"a4e-disclosure\"><a href=\"https:\/\/markaigen.com\/nl\/ai-use-policy\/\">Hoe Markaigen AI gebruikt<\/a><span> \u00b7 <\/span><a href=\"https:\/\/markaigen.com\/nl\/contact\/\">Geef een correctie door<\/a><\/div><\/div><\/div>\n<section class=\"a4e-next\"><div class=\"a4e-shell\"><div class=\"a4e-section-label\"><p class=\"a4e-eyebrow\">Van inzicht naar toepassing<\/p><h2>Werk verder met deze bronnen<\/h2><\/div><div class=\"a4e-resources\"><a class=\"a4e-resource\" href=\"https:\/\/markaigen.com\/nl\/learn\/frameworks\/ai-governance-framework-marketing\/\"><span class=\"a4e-resource-kind\">Praktijk<\/span><strong>Pas het toe met dit framework<\/strong><span class=\"a4e-arrow\" aria-hidden=\"true\">\u2197<\/span><\/a><a class=\"a4e-resource\" href=\"https:\/\/markaigen.com\/nl\/tools\/prompt-library\/#prompt-ontwerp-een-concepttest\"><span class=\"a4e-resource-kind\">Promptbibliotheek<\/span><strong>Ontwerp een concepttest<\/strong><span class=\"a4e-arrow\" aria-hidden=\"true\">\u2197<\/span><\/a><a class=\"a4e-resource\" href=\"https:\/\/markaigen.com\/nl\/tools\/ai-platforms\/\"><span class=\"a4e-resource-kind\">AI-platforms<\/span><strong>Verken relevante AI-tools<\/strong><span class=\"a4e-arrow\" aria-hidden=\"true\">\u2197<\/span><\/a><a class=\"a4e-resource\" href=\"https:\/\/markaigen.com\/nl\/research\/state-of-ai-in-marketing\/enterprise\/\"><span class=\"a4e-resource-kind\">Onderzoek<\/span><strong>Bekijk het bedrijfsonderzoek<\/strong><span class=\"a4e-arrow\" aria-hidden=\"true\">\u2197<\/span><\/a><\/div><div class=\"a4e-faqs\"><h3>Vragen die hierbij passen<\/h3><ul><li><a href=\"https:\/\/markaigen.com\/nl\/learn\/knowledge-center\/#faq-gov-04\">Kan een AI-assistent zijn eigen marketingclaims goedkeuren?<span aria-hidden=\"true\"> \u2197<\/span><\/a><\/li><li><a href=\"https:\/\/markaigen.com\/nl\/learn\/knowledge-center\/#faq-gov-03\">Een medewerker plakte beperkte data in een AI-tool. Wat legt het team vast?<span aria-hidden=\"true\"> \u2197<\/span><\/a><\/li><\/ul><\/div><\/div><\/section>\n<section class=\"a4e-related\"><div class=\"a4e-shell\"><h2>Verder lezen over dit onderwerp<\/h2><ul><li><a href=\"https:\/\/markaigen.com\/nl\/topics\/governance-ethics-and-legal\/check-the-limited-december-2026-ai-marking-transition\/\">Controleer de beperkte AI-overgang tot december 2026<\/a><p>Controleer welke bestaande AI-systemen onder de markeringsregeling tot 2 december 2026 vallen en houd andere transparantieplichten op hun eigen planning.<\/p><\/li><li><a href=\"https:\/\/markaigen.com\/nl\/topics\/governance-ethics-and-legal\/ai-advertising-labels-and-eu-duties-are-separate\/\">AI-labels in advertenties en EU-plichten verschillen<\/a><p>Vergelijk Meta\u2019s AI-labels met Europese meldingsplichten, controleer de daadwerkelijke advertentieweergave en bewaar bewijs per campagne-uiting en markt.<\/p><\/li><\/ul><div class=\"a4e-news-links\"><h3>Uit de nieuwsfeed<\/h3><p>Bronberichten met links naar de oorspronkelijke uitgevers.<\/p><ul><li><a href=\"https:\/\/markaigen.com\/nl\/news\/google-wants-ai-content-fact-checked-gemini-utm-tags-seo-pulse\/\">Google Wants AI Content Fact-Checked, Gemini UTM Tags \u2013 SEO Pulse<\/a><p>3 okt 2026<\/p><\/li><li><a href=\"https:\/\/markaigen.com\/nl\/news\/whos-liable-when-ai-agents-go-rogue\/\">Who\u2019s liable when AI agents go rogue?<\/a><p>28 sep 2026<\/p><\/li><li><a href=\"https:\/\/markaigen.com\/nl\/news\/states-are-rewriting-the-rules-of-social-media\/\">States are rewriting the rules of social media<\/a><p>30 sep 2026<\/p><\/li><\/ul><\/div><\/div><\/section>\n<\/article>\n\n","protected":false},"excerpt":{"rendered":"<p>Beoordeel de AI Act-plichten voor chatbots en campagnecontent, onderscheid aanbieders van gebruiksverantwoordelijken en leg keuzes voor publicatie 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