{"id":779,"date":"2021-05-18T22:54:00","date_gmt":"2021-05-18T17:54:00","guid":{"rendered":"http:\/\/bklaw.com.co\/?p=779"},"modified":"2021-11-05T05:35:13","modified_gmt":"2021-11-05T00:35:13","slug":"key-aspects-to-include-in-offers-and-promotional-adverts","status":"publish","type":"post","link":"https:\/\/www.bendiksenlaw.co\/es\/aspectos-claves-a-incluir-en-las-ofertas-y-promociones\/","title":{"rendered":"Aspectos claves a incluir en las ofertas y promociones"},"content":{"rendered":"<p>Debido a la dif\u00edcil situaci\u00f3n econ\u00f3mica generada por las restricciones y cierres a los establecimientos de comercio por la pandemia del COVID-19, son cada vez m\u00e1s los comerciantes que recurren a la estrategia de las ofertas y promociones como incentivo a los consumidores y como mecanismo de cooptaci\u00f3n de una mayor base de clientes. Si bien las ofertas o promociones son un mecanismo bastante \u00fatil, estas son meticulosamente vigiladas por la Superintendencia de Industria y Comercio para garantizar que no haya vulneraci\u00f3n alguna a los derechos de los consumidores, por lo que es recomendable tener en cuenta ciertos requisitos.<\/p>\n\n\n\n<p>El Estatuto del Consumidor (Ley 480 de 2011) en su art\u00edculo 5, numeral 10, enuncia que se entiende como oferta el ofrecimiento temporal por un comerciante de productos de que posean condiciones m\u00e1s favorables frente a su versi\u00f3n \u201cest\u00e1ndar\u201d de forma gratuita y\/o por el mismo precio que esta versi\u00f3n est\u00e1ndar. Por su parte, las promociones se entienden como el ofrecimiento de productos por un comerciante que tengan contenido extra por un precio reducido, en forma gratuita o el contenido habitual de producto por un precio reducido. Tambi\u00e9n se entender\u00e1n como promociones los sistemas de incentivos al consumidor, como rifas o concursos.<\/p>\n\n\n\n<p>Todas aquellas estrategias o eventos comerciales que realice una marca o empresa, que puedan entenderse como ofertas o promociones, deben seguir unos par\u00e1metros claros para evitar incurrir en una infracci\u00f3n de los derechos del consumidor. Seg\u00fan la Superintendencia de Industria y Comercio, las promociones y ofertas deben tener como m\u00ednimo la siguiente informaci\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Plena identificaci\u00f3n del producto, servicio o beneficio que se ofrece.<\/li><li>Condiciones de tiempo, modo y lugar para acceder al beneficio.<\/li><li>Requisitos y condiciones para su entrega.<\/li><li>Plazo del incentivo.<\/li><\/ul>\n\n\n\n<p>Es importante que cada uno de estos puntos sean estrat\u00e9gicamente planteados al momento de realizar la campa\u00f1a publicitaria correspondiente para evitar una sanci\u00f3n de la SIC por haber inducido a error a los consumidores. Tambi\u00e9n es importante la inclusi\u00f3n de estos elementos para evitar inconvenientes frente a los consumidores que puedan generar un detrimento en la reputaci\u00f3n de la marca o empresa.<\/p>\n\n\n\n<p>En el caso en que se omita la fecha de inicio de la promoci\u00f3n u oferta, se entender\u00e1 que \u00e9sta rige desde el mismo momento en que fue dada a conocer al p\u00fablico. Esto significa que la oferta ser\u00e1 vinculante a\u00fan incluso si el promotor no est\u00e1 listo para dar comienzo a la misma.<\/p>\n\n\n\n<p>Cuando en estos anuncios se omite el plazo de vigencia de la promoci\u00f3n u oferta, \u00e9sta estar\u00e1 vigente hasta que se de a conocer su revocatoria. Para esto, en el anuncio de la finalizaci\u00f3n de la promoci\u00f3n u oferta deber\u00e1n utilizarse los mismos medios y en la misma intensidad que aquellos medios e intensidad que fueron utilizados al momento del anuncio inicial. Esta omisi\u00f3n puede generar un gasto adicional en cuestiones de publicidad al tener que realizar una segunda campa\u00f1a. Adem\u00e1s, el infractor tambi\u00e9n se enfrentar\u00eda a una posible sanci\u00f3n de la SIC si se determina que no hubo igualdad en los medios o la intensidad entre la primera y segunda campa\u00f1a.<\/p>\n\n\n\n<p>Por \u00faltimo, respecto de las rifas y\/o concursos es importante resaltar que si poseen el elemento del azar, se est\u00e1 bajo la categor\u00eda de los juegos promocionales, que hacen parte de la categor\u00eda de los juegos de suerte y azar. En este caso habr\u00eda que seguir la regulaci\u00f3n de Coljuegos en la materia y solicitar su autorizaci\u00f3n antes de proceder a realizar la rifa o concurso.<\/p>\n\n\n\n<p>B\u00e9ndiksenLaw le brinda asesor\u00eda en la planeaci\u00f3n legal de sus campa\u00f1as publicitarias para evitar sanciones.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.bendiksenlaw.co\/es\/eng\/contact-us\/\">contactarnos<\/a>&nbsp;para m\u00e1s informaci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>The difficult economic situation generated by the restrictions and closures of commercial establishments due to the COVID-19 pandemic has generated an increase in offers and promotions that are being advertised by companies as a commercial strategy to encourage consumers to buy their products and to build a bigger client base. Offers and promotions are a [&hellip;]<\/p>","protected":false},"author":3,"featured_media":1327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Key aspects to include in offers and promotional adverts - B\u00e9ndiksenLaw<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bendiksenlaw.co\/es\/aspectos-claves-a-incluir-en-las-ofertas-y-promociones\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Key aspects to include in offers and promotional adverts - B\u00e9ndiksenLaw\" \/>\n<meta property=\"og:description\" content=\"The difficult economic situation generated by the restrictions and closures of commercial establishments due to the COVID-19 pandemic has generated an increase in offers and promotions that are being advertised by companies as a commercial strategy to encourage consumers to buy their products and to build a bigger client base. 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