The Superintendency of Industry and Commerce (SIC) found misleading information in the advertising of Dove and Pond ‘s products.
The Superintendency of Industry and Commerce (SIC) imposed a fine of $ 726 million on Unilever for misleading information and advertising in the advertising pieces of its “Dove complete reconstruction” and “Pond’s age miracle” products.
The SIC assures that the following proclamations that appear in the promotional campaigns are imprecise: “You can prevent hair damage before it occurs”; “Deeply nourish avoiding 90% of damage before it occurs” from the line; and, “Pond’s age miracle” A solution to reduce wrinkles and age spots “,” Pond’s age miracle offers you three benefits in a single product: Reduces wrinkles, diminishes age spots “, and spots caused by Sun'”.
For this reason, the entity concluded that the proclamations violate the provisions of articles 23, 29 and 30 of the Consumer Statute.
The research also showed that the objective conditions announced in the advertising under study do not have reliable scientific support to support them.
In this way, the SIC violated the right of consumers to: receive protection against misleading advertising; and to obtain clear, truthful, sufficient, timely, verifiable, understandable, precise and suitable information about the advertised products and that does not mislead them.
Against the sanction of the Superintendency of Industry and Commerce, there is an appeal for reconsideration and appeal.
