Publicidad en los negocios digitales
Published date | 25 May 2022 |
Author | Andres Pumarino |
La ley del consumidor ha definido la publicidad como “la comunicación que el proveedor dirige al público por cualquier medio idóneo al efecto, para informarlo y motivarlo a adquirir o contratar un bien o servicio, entendiéndose incorporadas al contrato las condiciones objetivas contenidas en la publicidad hasta el momento de celebrar el contrato. Son condiciones objetivas aquellas señaladas en el artículo 28. Se define además al anunciante: como “el proveedor de bienes, prestador de servicios o entidad que, por medio de la publicidad, se propone ilustrar al público acerca de la naturaleza, características, propiedades o atributos de los bienes o servicios cuya producción, intermediación o prestación constituye el objeto de su actividad, o motivarlo a su adquisición.”
El contexto digital ha llevado a muchas empresas a entrar al mundo de la publicidad, esta publicidad se da en el contexto de redes sociales, sitios web debemos fijarnos en diversos temas al momento de considerar realizar publicidad.
Entre los temas claves, si yo crearé mi propia publicidad uno de los aspectos más importante es el respecto del derecho de autor, esto significa que debo tener conciencia qué imágenes estoy utilizando, tengo autorización para poder usarlas en el contexto de realizar publicidad. Si utilizo música, estoy facultado para emplearla, podría darse el caso que me suspendan la publicidad. ¿Qué alternativa tengo para no vulnerar derechos de autor? . Es recomendable siempre recurrir a bancos de fotos que permitan su utilización comercial como también música disponible en estas condiciones, siempre es importante considerar la existencia de licencias.
Además, en relación a la publicidad y la información que se entregue en línea por los Vendedores, en una Plataforma operada por ellos, debe ser completa, clara, precisa y de fácil acceso. Todo ello en un lenguaje simple y de fácil comprensión, y de forma previa a la compra del producto o contratación del servicio. Adicionalmente, tratándose de información básica comercial de los servicios y de los productos de fabricación nacional o de procedencia extranjera, así como su identificación, instructivos de uso y garantías, y la difusión que de ellos se haga, deberán efectuarse en idioma castellano. Todo lo anterior con el objeto de que los Consumidores cuenten con todos los antecedentes necesarios para tomar una decisión de consumo informada.
Es importante tener presente que los Vendedores que ofrezcan productos o servicios...
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