Advertising of Goods and Services: New Guidelines

Through Resolution 12/2024, the Secretariat of Industry and Commerce amended the regulations governing the advertising of goods and services, aiming to make them clearer, more understandable, and useful for consumers. Additionally, it repealed—and in some ways, replaced—Resolution 915-E/2017 of the former Secretariat of Commerce, which had consolidated various provisions on advertising.

The new regulations state that any advertising of goods and services considered an offer under Consumer Protection Law 24240 (CPL) must include information on its territorial and temporal scope, as well as the details of the offeror. Specific requirements must also be met, depending on the means of publication (print, television, cinema, or digital).

Advertisements must include information on the essential characteristics of the product, sales conditions, and stock availability (if applicable), and must be accessible via a website or toll-free phone line, with mandatory disclaimers and mentions.

The Resolution also sets specific requirements for advertising the prices of goods and services, both financed and non-financed, and does not exempt offerors from the requirements established by other regulations (such as Law 24799 on Fight Against Alcoholism). Any non-compliance will be penalized according to the provisions of the CPL and Fair-Trade Decree 274.