{"id":3606,"date":"2024-04-18T08:30:32","date_gmt":"2024-04-18T08:30:32","guid":{"rendered":"https:\/\/croma.legal\/blog\/es-licita-la-publicidad-testimonial-recomendado-por\/"},"modified":"2024-04-18T08:30:32","modified_gmt":"2024-04-18T08:30:32","slug":"es-licita-la-publicidad-testimonial-recomendado-por","status":"publish","type":"blog","link":"https:\/\/croma.legal\/ca\/bloc\/es-licita-la-publicidad-testimonial-recomendado-por\/","title":{"rendered":"\u00bfEs l\u00edcita la publicidad testimonial (&#8220;recomendado por&#8221;)?"},"content":{"rendered":"<p><strong>S\u00ed, el uso de recomendaciones de famosos o expertos como m\u00e9todo publicitario de los productos y\/o servicios de una marca es l\u00edcito<\/strong>. Es una pr\u00e1ctica extendida que se conoce como publicidad testimonial.<\/p>\n<p>As\u00ed, la publicidad testimonial es aquella que induce \u226a<em>a los consumidores a creer que refleja las opiniones, creencias, conclusiones o experiencias de una persona distinta al anunciante\u226b <\/em>(LEMA DEVESA, C., 2007)<em>.<\/em><\/p>\n<p>Se trata por tanto del empleo de un testimonio, ya sea una celebridad, un experto o un consumidor, para ensalzar las bondades del producto y\/o servicio en cuesti\u00f3n.<\/p>\n<p>A pesar de no contar con una regulaci\u00f3n espec\u00edfica, es un tipo de publicidad com\u00fanmente admitida por la doctrina y la jurisprudencia. No obstante, con tal de no incurrir en una pr\u00e1ctica desleal tiene que ajustarse, entre otros, al principio de veracidad del <a href=\"https:\/\/www.boe.es\/buscar\/act.php?id=BOE-A-1991-628#a5\">art\u00edculo 5 de la Ley de Competencia Desleal.<\/a><\/p>\n<p>Resulta de especial relevancia recordar que, el principio de veracidad impide hacer uso de mensajes que, aun siendo veraces, puedan inducir a error al consumidor.<\/p>\n<p>Asimismo, y aunque puede tratarse de una norma no vinculante para aquellas empresas no adheridas a Autocontrol, es importante tomar como referencia el <a href=\"https:\/\/www.autocontrol.es\/wp-content\/uploads\/2021\/05\/codigo-de-conducta-publicitaria-autocontrol.pdf\">C\u00f3digo de Conducta Publicitaria<\/a> (\u201c<strong>CCP<\/strong>\u201d). As\u00ed, el art\u00edculo 19 CCP s\u00ed regula espec\u00edficamente el uso de testimonios en publicidad condicion\u00e1ndolo a la veracidad de la \u201c<em>persona recomendante y\/o testimoniante\u201d<\/em>, as\u00ed como del \u201c<em>contenido de la recomendaci\u00f3n y\/o del testimonio\u201d<\/em>.<\/p>\n<p>En resumen, resulta esencial para no incurrir en eventuales actos desleales que los mensajes publicitarios de naturaleza testimonial est\u00e9n sujetos al principio de veracidad. Veracidad que debe cumplirse desde una triple perspectiva: (i) contenido del mensaje, (ii) cualidades del testimonio y (iii) opini\u00f3n\/fundamentos del testimonio.<\/p>\n<p><strong>Autores: <\/strong><a href=\"https:\/\/croma.legal\/sergio-de-juan-creix-cuatrecasas\/\">Sergio de Juan-Creix<\/a> | <a href=\"https:\/\/croma.legal\/sofia-perez\/\">Sof\u00eda P\u00e9rez<\/a> | <a href=\"https:\/\/croma.legal\/ines-millet\/\">In\u00e9s Millet<\/a><\/p>\n","protected":false},"featured_media":3253,"parent":0,"template":"","categorias-blog":[],"class_list":["post-3606","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfEs l\u00edcita la publicidad testimonial (&quot;recomendado por&quot;)?<\/title>\n<meta name=\"description\" content=\"\u00bfLa publicidad testimonial es l\u00edcita? 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