Your company must comply with laws on marketing content that keep changing. VARYCON helps you apply the disclaimers, labels, badges and claims your legal team requires, in every market, efficiently.
A summary for orientation, as of 30 September 2026. It is not legal advice. Have your legal team confirm what applies to you.
Applies Now
Accessibility requirements apply to many consumer digital services in the EU, including online shops.
Applies Now
Images, video and audio that look real but were generated or altered by AI must be disclosed. Some AI-generated text on matters of public interest must be disclosed too.
Applies Now
Generic claims such as "eco-friendly", offset-based carbon-neutral claims and uncertified sustainability labels now count as unfair commercial practices. This EU rule against greenwashing, known as EmpCo, includes products already on the market.
Upcoming
Technology moves fast, and every advance challenges the status quo and the legal frameworks built for it. More regulation is on the way.
What a missed rule can cost
Fines, pulled content, costly rework and lost shelf visibility.
A green claims rule changes in Europe. Your team changes it once, in one central place, usually at headquarters.
This looks like a text swap. In practice, a new claim also takes space, so the layout adapts too.
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A longer legal line, a second badge or a local mark takes space. The rest of the asset has to adapt.
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Required elements should not cover logos, subtitles or each other. They have to be legible on every background and at every size.
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Clear space around the logo or the product does not go away. The required elements and the brand design have to fit together.
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A story, a banner and a video leave different space, and each market adds its own elements. That is too many layouts to check by hand.
Take the AI label. It has to stay clear of logos and subtitles, so its position changes in every market and format. Read why the AI label has to move
Your legal team decides which rules apply. Here is what each one changes in your content production.
Approved claim wording is kept per market. Your rules can block generic eco wording and unapproved eco-badges. When a claim is banned in one market, you change it there, and only the affected assets are regenerated.
Every asset carries a record of how it was assembled, so you can show which parts were AI-generated. That record is your audit trail. The label is placed for each market and format. Read why the AI label has to move
Subtitles are generated as part of production. Alt text is built into every asset, not added afterward.
VARYCON runs on secure Google Cloud infrastructure with EU server options. Every content change, user action and system event is logged.
Each asset is composed to the retailer specification: sizes, backgrounds, naming, metadata and GS1 formats. Retailers score listings on image completeness, and low scores cost visibility.
VARYCON connects to your buyout systems to check and embed usage rights in each asset.
Regulated industries add their own rules. We build them into the assets, market by market.
Pharma
Promotional rules, approved clinical claims and required statements for each indication and country.
Banking
Required risk warnings, mandatory disclosures and approved product terms for each market.
Food and Beverage
Nutrition and health claims, required labeling and mandatory information for each market.
These are three examples. The same approach works for other regulated industries. Your experts decide which rules apply, and VARYCON builds them into every asset. Read more about pharma analysis.
Your legal and regulatory teams own the governance. They define disclaimers, claim restrictions, labels, accessibility requirements and channel specifications, per market and channel.
Programmed once into you the managed layer behind every asset VARYCON creates. Stored centrally instead of in briefs and PDFs.
Your Content Supply Chain composes each localized, personalized or channel-specific asset with the right rules automatically.
When a rule changes, you update it once. New assets follow it automatically. Existing assets can be regenerated and distributed again.
VARYCON does not give legal advice or certify compliance. Responsibility stays with your organization.
Every market, claim and label adds versions, and each one has to be right for you to keep selling. In one real campaign, the automated process took about 99% less time than the manual estimate.
localized assets in one campaign
products in that campaign
minimum estimated manual effort
automated, from production to distribution
Every rendered variant keeps a record of how it was assembled. The speed and the audit trail come from the same engine.
Marketing compliance at scale means every marketing asset follows the applicable rules. That holds even when one master asset turns into hundreds or thousands of personalized, localized and channel-specific versions. That takes compliance automation: the rules must apply during production, because reviewing each finished asset by hand cannot keep up.
No tool can do that on its own. Your legal and regulatory teams decide what applies and define your rules. VARYCON applies them consistently to every asset and lets you update them in one place. Compliance then does not depend on checking each file by hand.
A checking or approval tool reviews an asset after it is made. A person then fixes what it flags. VARYCON applies your rules while each asset is made. Each one starts with the right claims, labels and legal text for its market. When a rule changes, you update it once and regenerate the affected assets. Review tools and VARYCON can work side by side. Teams that want a review step can keep one.
No. Every required claim, badge or label takes space in the asset, and that space differs by market and format. Required elements must stay clear of logos and subtitles and stay readable on any background. Some rules fix how an element looks. Others leave room for your brand. So the layout has to adapt, not only the words. VARYCON composes each asset with its required elements in place. The AI label is one example. Read why the AI label has to move
Your legal and regulatory teams own the governance and decide which rules apply.. VARYCON applies them to every asset. Role-based access limits who can change the rules, and every content change, user action and system event is logged. That gives you an audit trail for marketing content governance.
Two stand out. The EU AI Act rules on labeling AI-generated content have applied since 2 August 2026. The EU rules against greenwashing, known as EmpCo (Directive 2024/825), have applied since 27 September 2026. Accessibility, data protection and sector rules such as health claims also apply, depending on your products and channels. Your legal team confirms which ones apply to you.
Not necessarily. The EU AI Act requires disclosure mainly for images, video and audio that look real but were generated or altered by AI. It also covers certain AI-generated text on matters of public interest. Whether a specific ad needs a label depends on what it shows and how it was made. Define the rule with your legal team. VARYCON applies whatever rule you define, per market and channel. See which layers of an ad trigger a label
Legal disclaimers, regional warnings and accessibility rules are stored as central rules. When a rule changes, you update it once, for the affected markets only. New assets follow it automatically. Existing assets can be regenerated and distributed again. VARYCON automates the roll-out of a regulatory change across your assets.
Yes. Pharma, banking and food and beverage each have their own rules, such as approved claims, required warnings and required labeling. Your experts define those rules per market, and VARYCON builds them into every asset. The same approach works for other regulated industries.
Yes. Every asset carries a record of how it was assembled, including which parts were AI-generated. Every content change, user action and system event is also logged.
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