New Law Related to Advertising for Tourist Purposes

The new law creates the obligation for those using the image of a tourist attraction to indicate the geographical and cultural place, the locality and province where the advertised attraction is found. In addition, the advertiser must add all the pertinent information which, if omitted could give rise to confusion or error in the general public.

In particular, for images contained in visual advertisements the required information shall be in type with a height larger than 2mm or for billboards 2% of the advertising space. Also, the message shall be easily read in the context of the advertisement.

For images to be shown on television or in films the information shall have a height larger than 2% of the size of the screen used for the advertisement, and a minimal presence on screen of three seconds. The advertisement shall be easily read by the public.

Finally, this law establishes that the procedures and the sanctions for infractions will be the provided by the Law No 22,802 of Commercial Loyalty, currently ranging between Ar$ 100 and Ar$ 500.000 plus additional fines for repetitive offenders.