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The complaint before Cofepris points out that Capi Pérez has breached his post, due to the lack of regulation by the competent authorities.
The promotion of alcohol in Mexico is supposed to be widely regulated.
In regions such as Europe, they have opted for transparency certificates, to guarantee the neutral profile of these personalities when they collaborate with brands and avoid mistakes such as the one made by Capi Pérez.
Activism through social networks denouncing bad practices on the part of the trademarks and influencers has led to a complaint against Capi perez, one of the most popular talents in Aztec.
The influencer is known for the great activity he maintains on social networks, which he has taken advantage of for his work as a comedian in various programs on the Ajusco television station.
As part of his influencer work, one of the last actions he carried out was to promote Towers 10 Y Bodegas Alianza, a fact that has been denounced by a group of activists, who have spoken out against bad consumer practices in Mexico.
Capi is denounced because of Torres 10
A bad post that has violated advertising rules on social networks has been denounced by Tec Check, the group of activists whose action we have taken against the driver, thereby exhibiting the bad practice that influencers like Pérez have incurred.
The organization assures that through its account with more than 3.5 million followers, it would have been promoting the irresponsible consumption of alcohol on social networks, after it broke the rules stipulated by the General Health Law with regard to advertising .
This has become known after the complaint against Azteca’s personality was revealed to Cofepris, ensuring that it promoted the Brandy Torres 10, one of the drinks of great popularity among the Mexican consumer.
Within the complaint it is noted that there is a serious problem of lack of regulation in the Mexican influencers market, so that in the absence of transparency, rules, regulations and social responsibility, in addition to lack of supervision by the existing authorities, a complaint was made against Pérez, considering that he breached “in a premeditated manner and with the aim of obtaining an economic profit, the General Health Law and its Regulations on Advertising when advertising the alcoholic beverage of the Torres 10 brand (@torresbrandyofficialmx) and the distributor Bodegas Alianza (@bodegasalianza) ”.
Transparency in the influencers market
Last July we reported how in regions such as Europe the “Influencers Trust Project” had been launched, a project that had been activated by ICMedia, the Federation of Associations of Consumers and Media Users, this with the help of funds from the European Commission and the collaboration of the consulting firm Newlink Spain.
As part of this project, the regulation of influencers was promoted with a series of protocols, which will help to create transparent and increasingly responsible content, in order to achieve the reputation of these personalities and improve practices in how they communicate and what responsibility they assume. in his various publications.
“The great sin of influencers is to belong and want to be an influencer at all costs, being an influencer is a consequence of, I believe that there lie all the errors and bad vicissitudes that we have in the digital industry”, concluded at the time Iván Calderón, operational director of Eme Media Com and founder of SB Management.
This proposal of protocols leads us to think about how to replicate them within countries like Mexico, where the regulation of influencers has gotten out of hand, with personalities falling into serious misconduct due to bad content.
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