FALSE MARKETING

PROJECT TWO

FALSE MARKETING Daniel Blandón - Ana Sofia Henao Maria del Mar Figueroa - Kelly Riascos PONTIFICIA UNIVERSIDAD JAVERIANA

DEFINITION False marketing is an untrue or misleading information given to you to get you to buy something, or to come visit their store.

The one whose message does not correspond to reality or is insufficient, in a way that leads or may lead to error, deception or confusion.

CAUSES This problem occurs when the companies wants to: - Increase sales of a particular product or service by deceiving the consumer.

- Be better than the competition, for example with comparisons.

- To obtain economic benefits with new false campaigns.

WHO IS ENVOLVED? The main parties involved are the companies that make false marketing and consumers.

For the investigations of these cases, who intervenes and investigates is the SIC*, who has followed up and has also sanctioned multiple companies in our country.

EXAMPLES

1

Super Industry sanctions ¨Mercadeo y moda S.A.S.¨ for misleading information and lack of quality in the after-sales service.

2

It initiated an investigation of 14 companies for alleged misleading advertising, having advertised cleaning products with specific benefits regarding COVID-19: - Productos Familia S.A. - Clorox De Colombia S.A.

SOLUTIONS CONSUMERS People have to be sure where the information comes from investigate the sources.

Consumers can report to SIC (Superintendencia de Indutris y Comerio), if they feel or think that companies use false marketing to sell their product.

In the virtual book (fleckbook), companies must have the link of “questions, complaints and claims” of the product that they are selling. If the product that the company is selling doesn't say what they are promising, they have to deal with the law mentioned before.

COMPANIES A more strict law with more details than the law in numeral 13, article 5 of the law 1480 of 2011 in Colombia. We suggest that if a company does false marketing, they have to pay a fine as a consequence.

The marketing area of companies should avoid exaggerations, review the content of influencers, don’t retouch pictures or videos excessively, and always follow the ethics of the company and respect the law.

Each company at the time of launching a product, and its marketing is based on data that they have prepared, must provide a document that shows the name of the people who participated in the tests and that proves that the product fulfills what it promises.

FALSE MARKETING Daniel Blandón Maria del Mar Figueroa Ana Sofia Henao Kelly Riascos

PONTIFICIA UNIVERSIDAD JAVERIANA ENGLISH 4