Análisis de la publicidad engañosa y abusiva, como un derecho del consumidor dentro de la legislación ecuatoriana y legislación comparada

Abstract

The commerce and trading of goods and services has become one of the keystones of modern civilization’s development. Through history, providers of goods and services have searched for mechanisms that facilitate the wide diffusion of their offerings, so the consumers would feel attracted to acquire them; consequently, the phenomenon of advertisement has emerged. Unfortunately, the interest of some providers to increase their patrimony at all costs has motivated the creation of illegal techniques to promote their products; so the figures of false and abusive advertisement are born. With this background, Consumer’s Law emerges as a legal subject tending to solve controversies that are originated from the consumer’s relationship, among them, false and abusive advertisement. The peak of the digital era that we live in has driven the use of the Internet for commercial activity. Web pages like OLX and MercadoLibre have signified a true revolution in terms of the way of buying and selling. However, with the advances of technology, new techniques have also emerged to advertise online in a false and abusive way; this is why it acquires a crucial importance el knowledge about the legal protection that consumers affected by these practices count on.