The Ministry of Consumer will regulate the “advertising of fear”, which they use, for example, security companies to create fear in situations such as robberies or professions.
This will do this through the law of stable consumption, which, according to the sources of the ministry, will be approved inevitably. “This is a type of advertising that, using manipulative messages, uses emotions such as anxiety and fear,” they say. For this reason, consumption considers the necessary regulation that protects consumers from this type of advertising, he says.
The Department led by Pablo Baindui indicates that “this type of advertising is based on deceptive data or can generate an erroneous perception of danger or risk in the consumer that it can be exposed if it does not acquire a certain product.” And he directly indicates that this is “advertising, which is usually used in security companies and bases its effectiveness on representing extreme or unlikely scenarios, such as violent robberies or catastrophic vulnerabilities, in order to create a sense of urgency or vulnerability in people.”
Hasty decisions
Consumption understands that this type of advertising “can lead to the fact that consumers make hasty, misinformed or panic decisions, which affects their freedom of choice and their psychological well -being.” Instead, he indicates that advertising should lead to “objective information, highlighting the real advantages, without referring to the emotional tactics of manipulation.”
“This type of advertising encourages a culture of fear, which negatively affects society as a whole,” the above sources believes. “When companies resort to this practice, they contribute to the perception that the everyday environment is dangerous by nature, which increases the distrust and sense of generalized insecurity.” “This can not only change the quality of life of people, but also distract resources in relation to unnecessary or disproportionate services in relation to real risk,” they add.
Through the law on sustainable consumption, consumption provides for a change in the competition of competition with delicious activities “force companies that make this type of commercial communications, propose quantitative or statistical information that allows consumers to make a real risk assessment that it is subjected to if it does not acquire good or the product offered by it”.
In fact, the law on unfair competition already prohibits advertising, which includes false information about the risk or danger that the consumer may suffer if you do not acquire good or service.
Now, with the modification of Article 27.2, which refers to “other deceptive practices.” In particular, this article will be supplemented by the following position: “When such allegations, even truthful ones, the use of risk or danger as the main argument of commercial beliefs should include in the conditions of adequate visibility adapted to the environment, additional information about the quantum or statistical nature, which allows the consumer or the user to evaluate their frequency, regarding or addor.”
