In current times, and after the economic downturn left by the pandemic, the consumer is especially sensitive in receiving what the brands promise and it is precisely this line that is where the recent accusation made by the Federal Prosecutor’s Office of the Consumer (Profeco) to Vips , BP, Viva Aerobus and Sony become relevant.
During the morning conference on Monday, the head of Profeco, Ricardo Sheffield, announced that a process for misleading advertising will be initiated against these four companies, after a series of alleged irregularities in some communication strategies will be detected. .
We initiate a procedure to @bp_MEX for misleading advertising. We also proceeded legally with VIPS, Viva Aerobus and Sony @Notimex @Notimex_TV #Morning. If you fell, report it to 5555688722 #Profeco pic.twitter.com/mVZg8xbfF6
– Manuel Galeazzi (@ ManuelGaleazz1R) September 6, 2021
In this way, the head of the body that defends consumer rights, indicated that these four companies are singled out for apparently misleading the consumer with “fine print” in their advertising.
Specifically, the manager assured that in an advertisement the BP gas station claimed that it gave consumers 42 kilometers more per tank loaded with them than the competition, a statement that according to Profeco’s investigations is false and impossible to verify.
On the other hand, the Vips restaurant chain was pointed out after a promotion of its seasonal dish (Chile en nogada) was shown where at first glance it seems that said food is offered for a price of 35 pesos. However, the truth is that this price responds to the offer in the sale of beers once a chile en nogada is acquired.
With regard to Viva Aerobus, from Prfeoc they indicated that the airline offers trips throughout the country for 39 pesos; However, in a small specification that is almost imperceptible to the user, it is indicated that the TUA must be added to this price, the charge that the airports of Mexico make to passengers for using their facilities.
Finally, with regard to Sony we have that with the announcement of its sound equipment at a low price, the brand does not indicate that the aforementioned promotional price was only for the first 10 people who will be the winners of a small strategy around the subject and that the publicity continued despite the fact that they had already come out winners.
From the National Palace, in #Morning, headed by the president @lopezobrador_, the holder of the @Profeco, @SheffieldGto inaugurates this Monday, a misleading advertising section, to empower consumers
💪🏽👏🏽@VIPS, @VivaAerobus, @sony, @bp_MEX pic.twitter.com/4I7PXRGDGw
– Diego Elías Cedillo (@diegoecedillo) September 6, 2021
The above is one more example of the importance of covering one of the main premises in marketing both in time and in form.
Whether for a matter of promotion or being the added value of the product on a constant basis, brands must ensure that their promises are kept to the consumer.
This issue takes on special relevance at a time of juncture like the one we are now living in, where the sensitivity to not having what is fair and promised for the price paid, is even greater.
What brands put on trial in these types of cases is the trust that is generated among users, an aspect that is an important factor in purchasing decisions in a world with hundreds of opportunities in all categories.