Abstract The purpose of this work was to analyze the behavior of marketing and responsible management in Ecuador; as a reflection of the importance of contrasting with facts the information received through marketing where the post-truth discourse may be implicit, for which greenwashing practices are exposed. A descriptive level of research was used and as a research technique for the collection of data and relevant information, the bibliographic or documentary that supports the theoretical review and the results presented. As a main conclusion, it was determined that in the business world the post-truth discourse can be present when communicating through misleading advertising about the social and environmental management that a company or organization supposedly carries out, this practice being known as greenwashing.

Resumen El presente trabajo tuvo como finalidad analizar el comportamiento del marketing y la gestión responsable en Ecuador; como una reflexión de la importancia que tiene contrastar con hechos la información recibida a través del marketing en donde puede estar implícito el discurso posverdadero, para lo cual se expone prácticas de greenwashing. Se utilizó un nivel de investigación de tipo descriptivo y como técnica de investigación para la recolección de datos e información relevante la bibliográfica o documental que respalda la revisión teórica y los resultados presentados. Como principal conclusión se determinó que en el mundo empresarial el discurso posverdadero puede estar presente al momento de comunicar a través de una publicidad engañosa sobre la gestión social y ambiental que una empresa u organización supuestamente realiza, siendo esta práctica conocida como greenwashing o lavado verde.

E-commerce and e-marketing has grown significantly over the past few years. More businesses are moving away from original forms of marketing tools such as newspapers, magazines, billboards and televisions and instead prefer online platforms such as social media. The article focuses on false, misleading and deceptive online marketing representations. It examines the legislative framework that seeks to protect online consumers in South Africa in terms of the Electronic Communications and Transactions Act 25 of 2002 (ECTA), the Consumer Protection Act 68 of 2008 (CPA) as well as the Social Media Code¹ of the Advertising Regulatory Board (ARB). It is recommended that although a consolidated statute that makes provision for both offline and online consumers would be ideal, the current provisions in ECTA could also be reviewed to ensure that they are in line with the new developments in marketing trends such as influencer marketing. The Social Code of the ARB is also important to complement ECTA and the CPA, as well as to promote the overall protection of consumers in South Africa.

Resumen Introducción: la publicidad televisiva es una estrategia utilizada por la industria farmacéutica para ofrecer sus productos. En el caso de los medicamentos de venta libre, se tiene la responsabilidad de ajustarse a la normativa relacionada con estos productos, con el propósito de proteger al televidente de influencias negativas por posible publicidad imprecisa o engañosa. Objetivo: evaluar el cumplimiento normativo de la publicidad televisiva de medicamentos de venta libre en Colombia de agosto de 2018 en los canales nacionales Caracol y RCN. Metodología: se revisaron las grabaciones de anuncios publicitarios de medicamentos en los canales Caracol y RCN. Aleatoriamente, se seleccionaron los días 2, 4, 22 y 26 de agosto de 2018. La revisión de las grabaciones se realizó por dos evaluadores independientes. Los datos de los anuncios publicitarios se analizaron con estadística descriptiva. Resultados: se identificaron 624 anuncios publicitarios relacionados con medicamentos de venta libre: 601 pautas (96,3 %) y 23 comerciales (3,7 %). Entre los 624 anuncios emitidos, 226 (36,2 %) de 18 medicamentos no cumplieron con algunas condiciones establecidas en la normatividad. Discusión: este estudio, comparado con la publicación del 2014, mostró un incremento en la cantidad de anuncios que no cumplen con la norma, pasando de 8 % a 36,2 %. La principal situación de incumplimiento se debe al tamaño de la fuente, que puede limitar la lectura en poblaciones especiales. Conclusiones: los anuncios televisivos emitidos en los canales nacionales Caracol y RCN, en un 36,2 %, no cumplen con los requisitos definidos por la normatividad vigente.

Abstract Introduction: Advertising broadcast by mass media is a strategy used by the pharmaceutical sectors to offer their products. For of over-the-counter drugs, this sector is responsible for complying with the regulations related to these products, in order to protect the viewers from negative influences, for possible inaccurate or misleading advertising. Objective: To evaluate regulatory compliance in television advertising of over-the-counter drugs in Colombia in August 2018 on Caracol and RCN national channels. Methods: The recordings of the drug advertisements of two national television channels Caracol and RCN were reviewed. The days 2, 4, 22, 26 of august 2018 were randomly selected. Two independent evaluators reviewed the recordings. The data from the advertisements was analyzed with descriptive statistics. Results: A total of 624 commercials related to over-the-counter drugs were identified: 601 guidelines (96.3%) and 23 commercials (3.7%). Among the 624 advertisements broadcast by both national channels, 226 (36.2%) of 18 drugs did not meet some of the conditions established in the regulations. Discussion: Compared to the work done in 2014, shows that there was an increase in the number of advertisements that do not comply with the norm (from 8% to 36.2%). The main non-compliance situation presented by advertisements is related to the source size since small letters can limit the reading of special populations. Conclusion: 36.2% of the television advertisements broadcast on the national television channels Caracol and RCN do not meet the requirements defined by current regulations.

There are currently several media adverts on radio and television in which "experts" confidently inform the public of their unique kinds of toothpaste which not only strengthen but can rebuild enamel and lost tooth substance.The concerns raised in this paper relate to pharmaceutical companies preying on uninformed, concerned, and often-compromised consumers to promote their products. To this end, some make fallacious claims, misrepresent or overinflate their products' therapeutic potential, which all overtly or covertly create false hopes and unrealistic expectations. The profession needs to collectively identify a body that will monitor the information presented to the public by dental manufacturers, advertising bodies, and social media websites. If we stand by and say nothing, we agree with the data and legitimize the product. Dental clinicians need to be more accountable, active, and visible on television, social media sites and in popular publications providing educational information and, if necessary, dispelling false perceptions. We have a duty to the public

Abstract Objetive: This works aims to differentiate between subliminal and deceptive advertising, delving into the history and development of the latter, and expose the means and forms of deception commonly used by industries. Methodology: A review of the main doctrinal contributions on the matter has been carried out, as well as an analysis of the applicable legislation. Results: Likewise, both its current Spanish regulations and the existing regulations to protect the consumer are detailed. Limitations: The continuous growth and evolution of the use of misleading food advertising in recent decades has resulted in a consumer ignorant of the reality of their purchase. Conclusions: Every day there are more innovative products made up of ingredients totally unknown to the population. Consequently, companies take advantage of such ignorance to sell their product through misleading advertising and labelling.

Resumen Objetivo: Este trabajo tiene como objetivo diferenciar entre la publicidad subliminal y engañosa, ahondando en la historia, y el desarrollo de la última, y exponer los medios y formas de engaño comúnmente empleados por las industrias. Metodología: Se ha realizado una revisión de las principales aportaciones doctrinales en la materia, así como un análisis de la legislación aplicable. Resultados: Se detalla tanto su normativa española actual como la regulación existente para proteger al consumidor. Limitaciones: El continuo crecimiento y evolución del uso de la publicidad engañosa en alimentos en las últimas décadas, ha dado lugar a un consumidor que desconoce la realidad de su compra. Conclusiones: Cada día son más los productos innovadores formados por ingredientes totalmente desconocidos por la población. En consecuencia, las empresas aprovechan tal desconocimiento para vender su producto a través de una publicidad y un etiquetado confuso.

Abstract This research provides some of the first empirical evidence on consumer perceptions of deception and harm in advertising. It has focused on consumers, as they may be misled by advertisements. According to the study context, it had a qualitative approach and descriptive-correlational scope, since it develops and details the particularity of a phenomenon; that is, the study problem. The sample comes from the consumers of the commercial sector of the province of Tungurahua, we worked with 384 individuals (98 men and 286 women). Based on a questionnaire of twenty questions, the level of perception of the advertisements in the consumers was obtained. The main results revealed that commercial companies do engage in this type of misleading advertising; therefore, consumers have revealed a negative attitude towards purchasing decisions based on advertising messages. On the other hand, the system of monitoring, tracking and evaluation of advertising content should be much more efficient to contribute to an improvement in the ethical advertising system.

Resumen Esta investigación proporciona algunas de las primeras pruebas empíricas sobre la percepción de los consumidores sobre el engaño y el daño en la publicidad. Se ha centrado en los consumidores, a medida que ellos pueden ser burlados por los anuncios. De acuerdo al contexto de estudio, se tuvo un enfoque cualitativo y alcance descriptivo-correlacional, ya que se desarrolla y detalla la particularidad de un fenómeno; es decir, el problema de estudio. La muestra proviene de los consumidores del sector comercial de la provincia de Tungurahua, se trabajó con 384 individuos (98 hombres y 286 mujeres). Con base a un cuestionario de veinte preguntas se obtuvo el nivel de percepción de los anuncios publicitarios en los consumidores. Los resultados principales revelaron que las empresas comerciales si realizan ese tipo de publicidad engañosa, por lo tanto, los consumidores han revelado una actitud negativa hacia las decisiones de compra basadas en mensajes publicitarios. Por otra parte, el sistema de monitoreo, seguimiento y evaluación de contenido publicitario debe ser mucho más eficiente para contribuir a una mejora en el sistema ético publicitario.

Abstract Drug promotion and advertisement by pharmaceutical industry influence medical prescription and, in some cases, the information provided is incomplete or biased. The objective was to analyze the advertisements deliv ered by medical representatives and determine if the information was appropriate for rational prescribing. It is a prospective study (March to November 2018) by collecting print advertisements randomly received in neurology centers. It was evaluated if they met the ethical criteria established by the WHO, using as a reference leaflets from Administración Nacional de Medicamentos, Alimentos y Tecnología Médica (ANMAT), Food and Drugs Ad ministration (FDA) and pharmacology books. A committee of pharmacology physicians analyzed if the content of the pamphlets was misleading according to the WHO. Sixty advertisements were analyzed, being anti-epileptics and antidepressants the most advertised drugs. The 33.3% (n = 20) of them included leaflets in accordance to ANMAT. One case presented an “off-label” indication. Drug action was presented in 31.7% (n = 19) of the pam phlets, adverse reactions in 40% (n = 24), posology in 45% (n = 27), contraindications in 38.3% (n = 23) and the necessary precautions in 36.7% (n = 22) of them. The information provided was false in 80% (n = 48) and 53.3% (n = 32) contained misleading images; and 69.2% (n = 18) of the graphics were false. The information provided by medical advertisements analyzed in this study would be insufficient to know and prescribe a new drug. Lack of information in posology, contraindication, drug action and adverse reactions do not contribute to rational use of medications.

Resumen La publicidad y promoción de medicamentos por parte de la industria farmacéutica ejerce influencia sobre la prescripción médica y, en algunos casos, la información provista es incompleta o sesgada. El objetivo fue analizar las publicidades entregadas por representantes médicos y determinar si la información era apropiada para la prescripción racional. Es un estudio prospectivo (marzo a noviembre 2018) mediante la recolección de publicidades impresas recibidas aleatoriamente en centros de neurología. Se evaluó si cumplían los criterios éticos establecidos por la OMS, utilizando como referencia prospectos de la Administración Nacional de Medicamentos, Alimentos y Tecnología médica (ANMAT), la Food and Drugs Administration (FDA) y libros de farmacología. Un comité de médicos farmacólogos analizó si el contenido de los folletos era engañoso según la OMS. Se analizaron 60 publicidades, siendo antiepilépticos y antidepresivos los más publicitados. El 33.3% (n = 20) incluían prospectos acordes según ANMAT. Un caso presentaba indicación off-label. Los folletos ex ponían el mecanismo de acción en el 31.7% (n = 19), las reacciones adversas medicamentosas 40% (n = 24), la posología en el 45% (n = 27), las contraindicaciones 38.3% (n = 23) y en 36.7% (n = 22) las precauciones necesarias. La información brindada era falaz en el 80% (n = 48) y el 53.3% (n = 32) tenían imágenes capcio sas. El 69.2% (n = 18) de los gráficos eran capciosos. En el presente trabajo, la información brindada por la publicidad médica sería insuficiente para conocer y prescribir nuevos fármacos. La falta de información en la posología, contraindicaciones, mecanismos de acción y reacciones adversas no contribuyen al uso racional de medicamentos.

ABSTRACT: Deceptive advertising is presented in a disorderly manner in the Chilean Consumer Protection Law (LPC), making the concept difficult to comprehend. Systematization might show it clearer and more orderly way while maintaining loyalty with its text. This attempt stems from the law of contracts, specifically the contractual breach and its remedies. On the one hand, a broad and neutral notion of deceptive advertising is proposed, while on the other, the characterization as effects of certain phenomena that is adjacent to it.

RESUMEN: La publicidad engañosa se presenta de forma desordenada en la Ley 19.496 sobre Protección de los Derechos de los Consumidores (LPC), dificultando su comprensión. Resulta posible una sistematización que presente las cosas de una manera más clara y ordenada. El intento que ofrecemos se nutre del Derecho de contratos, específicamente del incumplimiento contractual y sus remedios. De una parte, proponemos una noción amplia y neutra de publicidad engañosa, de otra, la caracterización como efectos de ciertos fenómenos adyacentes a ella.

Abstract The purpose of this work is to address what some of the judgments of our courts have come to call erroneous advertising in order to determinate whether, in fact, we are facing a new advertising category or, on the contrary, it constitutes the negative face of advertising misleading. The method used has been to review the judgments of the Santiago Courts of Appeal that have alluded to it between the years 2015 to 2018, critically analyzing them, based on excusability of the supplier's error and its recognoscibility by the consumer, nothing that we are not faced with a kind of advertising other than misleading and that the use of it is unnecessary, a matter that affects The scope of Law 19.496 on the Protection of Consumer Rights, since there being a supplier error, recognized by the supplier there is no trust to protect, so civil law must to returned to.

Resumen El presente trabajo tiene por propósito abordar lo que algunas sentencias de nuestros tribunales han denominado publicidad errónea con el objetivo de dilucidar si, efectivamente, nos encontramos ante una nueva categoría publicitaria o, por el contrario, ella constituye la faz negativa de la publicidad engañosa. El método utilizado ha consistido en revisar las sentencias de las Cortes de Apelaciones de Santiago que han aludido a ella entre los años 2015 al 2018, analizándolas desde una perspectiva crítica, a partir de la excusabilidad del error del proveedor y de la recognoscibilidad de este por parte del consumidor, constatando que no nos encontramos ante una especie de publicidad distinta de la engañosa y que el recurso a ella es innecesario, cuestión que incide en el ámbito de aplicación de la Ley n.° 19496 sobre Protección de Derechos de los Consumidores, toda vez que existiendo error del proveedor, reconocido por el consumidor, no hay confianza que proteger, debiendo retornarse al derecho civil.

Abstract The objective of this article is to examine the regulation of commercial advertising aimed at financial consumers in our legal system, specifically in Law 19.496 on the Protection of Consumer Rights (LPC) and in the regulatory regulations issued by mandate of article 62 of that law, as well as the protection to be dispensed against the illicit advertising typified in them or that may be derived from some of its precepts. The method used is systematic and jurisprudential, given that those of the LPC and the Regulations that govern advertising directed to the financial consumer are analyzed, in addition to the few judgments that have set the scope of said precepts. The result obtained is the identification of misleading advertising and aggressive advertising and the systematization of the applicable protection in such cases as mechanism to provide an effective protection to this consumer.

Resumen El objetivo de este artículo es examinar la regulación de la publicidad comercial dirigida al consumidor financiero en nuestro ordenamiento jurídico, específicamente en la Ley 19.496 sobre Protección de los Derechos de los Consumidores (LPC) y en la normativa reglamentaria dictada en cumplimiento del artículo 62 de dicha ley, así como la tutela que debe dispensársele frente a los ilícitos publicitarios tipificados en ellas o que pueden desprenderse de algunos de sus preceptos. El método utilizado es el sistemático y el jurisprudencial, dado que se analizan los artículos de la LPC y los Reglamentos que disciplinan la publicidad dirigida al consumidor financiero, además de las escasas sentencias que han fijado el alcance de dichos preceptos. El resultado obtenido es la identificación de la publicidad engañosa y de la publicidad agresiva y la sistematización de la tutela aplicable en tales supuestos como mecanismos que permiten otorgar una efectiva tutela a dicho consumidor.

This paper illustrates how labelling claims of a testosterone booster supplement mislead consumers. The labelling claims misappropriate scientific terminology, exaggerate and misrepresent research as evidence for the product's purported efficacy.

RESUMO Introdução: diante de um mercado saturado e com excesso de oferta de cursos de graduação e pós-graduação, as mídias sociais tornaram-se um atrativo veículo para publicidade em Odontologia. Entretanto, são frequentes as postagens com violações éticas, mercantilização e conteúdo em desacordo com o Código de Defesa do Consumidor. Objetivo: o presente artigo tem como objetivo contribuir para a discussão e elucidação das questões relativas à publicação de imagens clínicas e de pacientes nas mídias sociais, com o intuito comercial e autopromoção, enfocando os desdobramentos éticos e legais. Conclusão: as mídias/redes sociais são valiosas ferramentas de divulgação e troca de informação, por sua agilidade, caráter democrático e baixo custo. Contudo, sua utilização de forma abusiva e enganosa, com infrações éticas e legais, associada à dificuldade de fiscalização, pode trazer sérios prejuízos, resultando em jurisprudências desfavoráveis.

ABSTRACT Introduction: In a saturated market with an over-supply of undergraduate and graduate programs, social media have become attractive means of advertising in Dentistry. However, posts frequently contain ethical violations and lead to service commodification, and their contents are often in disagreement with the Code of Consumer Protection. Objective: This article, which focuses on ethical and legal developments, contributes to the discussion and elucidation of questions associated with advertising that uses clinical images and photographs of patients in social media for commercial purposes and self-promotion. Conclusion: Social media and networks are valuable tools of dissemination and exchange of information because of their flexibility, democratic character and low cost. However, their abusive or misleading use, as well as the ethical and legal violations associated with the difficulty in controlling their use, may lead to serious damages and unfavorable court decisions.

RESUMEN Introducción: La publicidad de medicamentos y suplementos dietarios en televisión tiene un impacto directo en los patrones de consumo y la salud pública de la población, por lo que se requiere cuantificar la frecuencia de la publicidad de los medicamentos y suplementos dietarios y evaluar su contenido respecto a la normativa nacional e internacional. Metodología: Se grabó toda publicidad relacionada con medicamentos y suplementos dietarios emitida durante la franja familiar en un canal de televisión nacional. Se cuantificó la frecuencia, tiempo de duración total y se evaluó el cumplimiento de los requerimientos del ente regulador de medicamentos (Invima), la Superintendencia de Industria y Comercio (SIC) y la Organización Mundial de la Salud (OMS). Resultados: El tiempo de duración de los anuncios comerciales durante la transmisión de la franja familiar fue de 237,4 minutos. El 9,8% correspondió a medicamentos y el 0,8% a suplementos dietarios. Se identificó el incumplimiento en algunos criterios establecidos por el Invima y la OMS, además de cinco anuncios bajo supervisión de la SIC por publicidad engañosa. Conclusiones: Hay mayor proporción en la emisión de anuncios de medicamentos que de suplementos dietarios. Existe un porcentaje importante de no conformidad de los requerimientos del Invima y de la OMS.

SUMMARY Introduction: The advertising of drugs and dietary supplements on television has a direct impact on the consumption patterns and the public health of the population, thus establishing the need to quantify the frequency of advertising of drugs and dietary supplements and additionally assess the content of the advertising regarding the current regulations of Invima, WHO and SIC. Methodology: During the week of June 27 to July 3, 2016 on a national television channel there were recorded all advertising related to drugs and dietary supplements broadcasted during the family strip from 7:00-21:30. 37 drug advertisements and 4 dietary supplement advertisements were analyzed, and frequency and total duration time were quantified. In addition, a checklist type matrix was used to evaluate compliance with the requirements of the Invima and WHO ethical criteria (only for drug commercials), to subsequently determine the percentage of compliance and non-compliance of each requirement. Results: It was obtained that during the study week the average duration of advertising space during the transmission of the family band was 237.4 minutes, equivalent to approximately 4 hours; and that the proportion of these advertising spaces spread in advertisements of drugs and dietary supplements, corresponded on average to 9.8% to advertisements for drugs and 0.8% to advertisements for dietary supplements. Non-compliance was identified with both the Invima requirements and the WHO ethical criteria, and finally five advertisements of drugs that were under supervision of the SIC by misleading advertising. Conclusions: It was possible to quantify the length of time spent in drug commercials and dietary supplements in relation to the total time of emission of the family band, evidencing a greater proportion in the advertisement of drugs than of dietary supplements.

ABSTRACT Obesity is the most frequent metabolic disorder, for the treatment is fundamental to change the type of food and maintain a healthy lifestyle. Misleading advertising of so-called miraculous products leads to excessive, uncontrolled consumption and without prior evaluation of the effect on weight or their possible toxicity. A preliminary investigation was designed in mice, to verify the effect of the juice of Aloe barbadensis and a commercial product on the weight of normal and obese mice induced by monosodium glutamate(MSG),after four weeks of treatment. The group of mice induced to obesity with MSGhad a weight change percentage of 160.5 ± 37.5%, while in the group with normal body weight was of 59.4 ± 12.1%, this difference was significant (p<0,001). In the obese mice that received the juice of A. barbadensis, a non-significant weight decrease of 2.8% was achieved when compared with the weight at the beginning of the intervention (p(0.05). In obese mice treated with the commercial product,an increase in weight was observed, although in a smaller proportion than the obese ones that received water (3.5% and 4.4%, respectively). The results indicated that Aloe barbadensis juice induced a greater weight loss in obese animals, compared to the commercial product, however, this is not significant in the period considered.

RESUMEN La obesidad es el trastorno metabólico más frecuente, para el tratamiento es fundamental el cambio del tipo alimentación y mantener un estilo de vida saludable. La publicidad engañosa sobre productos denominados milagrosos conlleva a un consumo desmedido, no controlado y sin previa evaluación de los resultados sobre el peso y/o la posible toxicidad de los mismos. Se diseñó una investigación preliminar en ratones, para verificar el efecto del zumo de Aloe barbadensis y un producto comercial sobre el peso de ratones normopesos y obesos inducidos por glutamato monosódico (GMS), después de cuatro semanas de tratamiento. El grupo de ratones inducidos a obesidad con GMS, presentaron un porcentaje de cambio de peso de 160,5±37,5%, mientras que en el grupo de ratones normopesos fue de 59,4±12,1%, esta diferencia resultó significativa (p<0,001). En los ratones obesos que recibieron el zumo de A.barbadensis se logró un descenso no significativo de peso de 2,8% con respecto al peso al inicio de la intervención (p (0,05). En los ratones obesos tratados con el producto comercial se observó un aumento de peso, aunque en menor proporción que los obesos que recibieron agua (3,5% y 4,4%, respectivamente). Los resultados indican que el zumo de Aloe barbadensis induce un descenso de peso mayor en los animales obesos, comparado con el producto comercial, sin embargo, esto no es significativo en el periodo de observación.

Resumen La protección al consumidor de vivienda nueva tiene matices especiales en el derecho colombiano que ameritan su estudio. El presente artículo tiene como objetivo delinear los aspectos fundamentales de la normatividad jurídica que, a la par de las normas tradicionales del derecho privado, protegen al consumidor inmobiliario en el contexto colombiano. Para tal fin, este escrito se centra en un estudio normativo con miras a identificar las principales características de este ámbito de protección en subtemas de protección al consumidor como la obligación de información, la publicidad engañosa, la obligación de garantía, las cláusulas abusivas y la responsabilidad por producto defectuoso.

Abstract This article seeks to highline the fundamental aspects of the legal framework of protection to consumers according to the traditional rules of private law. The context is the Colombian housing industry. To fulfill its objective, the author will review the regulation in order to identify the main features of this area of protection as duty of information, misleading advertising, the warranty liability, unfair terms and product liability.