“Amlito”, the caricature of President Andrés Manuel López Obrador who, for 17 years, accompanied the rallies of his movement, has been canceled from all political campaigns.
In recent years, marketing in politics has gained ground, as it is increasingly important and decisive for any party, not just at electoral times.
Given this, there are many parties that have chosen to be different and take some resources to promote their name to the population, as is the case with “Amlito”, drawn in 2005, and used for the production and sale of dolls and dozens of products. utilitarian, of the current Mexican president.
The decision
This Thursday, the Superior Chamber of the Electoral Tribunal of the Federal Judiciary (TEPJF) confirmed a sentence issued in September by the Specialized Regional Chamber of the court itself, in which it is considered that using the caricature of the president “violates the constitutional principles of neutrality and equity in the contest.”
Let us remember that said sentence began in May 2022, with a complaint from the Movimiento Ciudadano deputy, Jorge Álvarez Maynez, who denounced the use of caricatured figures of López Obrador in the local campaigns of Aguascalientes, Durango, Hidalgo, Oaxaca, Quintana Roo and Tamaulipas, states that renewed their governorships that year.
But, before the complaint on June 2, 2022, the National Electoral Institute (INE) rejected it, considering that the complainant did not provide indicative elements about the dissemination of advertising with the image of the president. Likewise, on that occasion the entity argued that there is no legal restriction for parties to use silhouettes, caricatures or phrases.
For its part, in August, the Specialized Chamber revoked the agreement of the INE Complaints Commission, carrying out new proceedings and rejecting most of the arguments of deputy Álvarez Maynez.
The sentence carried out by the magistrate Gabriela Villafuerte, exposed a tweet published in the official account of Morena on May 29, 2022, where they mention that “smile, this June 5 we won 6 out of 6 for Morena. Good morning to all of you!”, For which she determined that said publication, which was issued a week before election day, “resulted in a violation of the principles of impartiality and equity in the six states.”
“When looking at the Tweet, we have a cartoon-like image that highlights the physical features of a person who makes a gesture of approval; These characteristics allow us to clearly identify what it is about the president of Mexico, Andrés Manuel López Obrador; who, in addition, is a public servant known and recognized by all citizens, not only because of the position he occupies, but also because of the daily communication dynamics he carries out, ”explains the magistrate in her case.
All this concluded yesterday, where it was resolved that the use of the image in “caricature of a public servant of the highest investiture, who does not contest electorally, contravenes the constitutional principle of fairness in the contest and the principles of impartiality and neutrality ”.
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