Publicidad, redes sociales, empresa y aspectos legales claves
Published date | 01 December 2021 |
Author | Andres Pumarino |
Las redes sociales reflejan las relaciones existentes en la sociedad y la empresa es un elemento integrante de ésta. La entrada de la empresa en las redes sociales era inevitable. Las redes sociales tienen un vedado tratamiento de datos, es importante tener el consentimiento libre del usuario al minuto de recoger sus datos.
Pero el tema de protección de datos no es el único, también debemos tener presente el derecho al honor y propia imagen, propiedad intelectual y la protección de los consumidores.
Los contenidos digitales o menciones realizadas por influencers que tengan naturaleza publicitaria sean identificables como tales para sus seguidores. Así, en aquellos casos en los que la naturaleza publicitaria del contenido no sea clara y manifiesta, establece la obligación de incluir una indicación al respecto que debe ser explícita, inmediata y adecuada al medio y mensaje sobre la naturaleza publicitaria de tales menciones o contenidos.
Así como surgen estos nuevos códigos de autorregulación en España, es importante tener presente ciertas recomendaciones para los influencers, en el caso de emitir boletas de honorarios por los servicios prestados, el servicio de impuestos internos (SII) cuenta automáticamente con la información de los ingresos en las declaraciones de renta de los influencers. Se trata de una transacción no simple de fiscalizar y relativamente nueva Chile. No podemos olvidar que la regulación siempre va un paso atrás de los nuevos servicios que van apareciendo.
A partir de estas definiciones, podemos sostener que la publicidad comprendería toda divulgación pública de un mensaje o noticia determinada por diferentes medios, sin embargo este concepto escapa a la finalidad por la cual es regulada en la LPC, acercándose más bien a la segunda definición, esto es, aquella que tiene un elemento de carácter comercial. En efecto, el ámbito de la publicidad de la que se ocupa el SERNAC se encuentra definido en la LPC, en su artículo 1 número 4°, donde se define 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...
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