The Colombian consumer protection authority imposed a fine exceeding 800 million pesos on the company of a well-known influencer for disseminating misleading advertising. Through his social media platforms, he promoted a course offering followers the possibility of earning easy profits in less than five months.
In its decision, the authority emphasized a fundamental criterion for establishing this type of violation: objective claims about products or services are binding on the advertiser and, as such, must be verifiable and supported by evidence. This sets them apart from subjective claims, which are regarded as permissible creative resources within advertising messages.
Accordingly, it was concluded that promising immediate returns on investment through the simple publication of a video, or guaranteeing significant financial results within a short period, are claims likely to mislead consumers.
The risk was further heightened by the fact that these messages came from a public figure who used his own achievements as a marketing tool, potentially increasing his influence over the purchasing decisions of his followers.
