Advertising is any information or communication through any medium that influences consumer decisions to promote products or services and create brand recall.

It is important to be cautious with the claims used in advertising materials. In Colombia, a distinction is made between subjective and objective claims. Objective claims, such as “the cheapest,” “the best-selling,” or “the fastest acting,” are verifiable and must be supported by objective data. Therefore, making an objective claim without evidence could be considered misleading advertising. On the other hand, subjective claims such as “the best,” “the most beautiful,” or “the unparalleled” can be used, as they depend on the consumer’s perspective.

The information about the product or service should meet certain criteria so that the consumer can make an informed decision. It should be sufficient, truthful, timely, understandable, verifiable, accurate, and appropriate. Additionally, the advertising should include the features of the product or service, its properties, and the final price.

Yes, as long as the comparisons or claims made are accurate and based on verifiable information.

Omitting essential information regarding the product.
That the essential information about the product is not in Spanish.
Failure to include information about restrictions, limitations, exceptions and conditions of use of the product or service.
Failure to include true, accurate and complete prices.
Uninformed tied sales.

The general rule is that if the advertiser does not own the content (such as photographs, music, videos, etc.), they must license all the material used in the advertisement. Additionally, if the content features people, you need to obtain permission to use their image.

In addition to adhering to general advertising regulations, there are specific guidelines to follow in Colombia:
It is not allowed to use images, text, expressions, or representations that do not reflect the reality of the product (e.g., showing a toy larger than it actually is).
Be careful not to mislead, deceive, or confuse minors, as they have different needs and understanding.
Content suggesting that not purchasing a product will lead to social rejection is prohibited.
It may not contain images of sexual, violent or discriminatory content, nor images related to the consumption of narcotics or alcoholic beverages.
It is not allowed to claim or imply that a product replaces one of the three main meals of the day.