Mercado Libre: what are “twin” publications and why is it false advertising

The National Director for Consumer Protection Mercado Libre is charged for “twin” publications. These are priced with a payment and another higher in odds. According to the entity, which is dependent on the Ministry of Domestic Trade, this leads to confusion for the user and developer “misleading advertising”.

“The imputation is carried out because they are advertising products for consumers who are likely to pay for it. to install without interest if in reality they will have a higher price than paying cash”, They explained.

As explained in a statement, the company is billed along with 16 providers operating the largest e-commerce platform in Latin America. They have five days to be discharged, or they have to pay a fine that could reach up to 5 million pesos.

“From an ex officio investigation, the public body found that many products promoted with the possibility of paying in installments without interest, would have dual publication of the same product and both. suppliers, but there is no possibility to pay installments without interest, whose amount of money is less”, Said the letter.

“The inspection was conducted in the months of February and March 2022, where publications were found in Mercado Libre where outstanding offers were observed with messages and expressions such as“ I discovered a universe of discounts until 40% – up to 12x interest -free “or” up to 50% discount and 12x interest -free“, Among others”, continued the explanation.

The problem is, their argument, “in this way, consumers are led to believe that the possibility to pay for products in installments without interest is offered, when this is not true because installment publications will have more high price “.

Hi twin posts

It’s not hard to find this kind of situation on the platform. For example, in cell phones, one of the most sought after items, the seller “Alclic_ARG” makes the following: The Motorola Edge 20 lite phone is offered at a cost of 85 thousand pesos in 9 installments “no interest “and 70 thousand pesos in one installment.

The strategy is to deceive the user: that you think you are not interested when, in fact, you are. But because they are two different publications, many do not see the deception.

According to the Ministry of Commerce, “this practice will constitute an alleged violation of art. 4 and 7 of Law No. 24,240 on Consumer Defense, which requires, respectively, all suppliers to provide true, clear and detailed information on everything related to the marketing conditions of the goods they offer and on the modalities, conditions or limitations of its offer issue.

“The right to information implies that the consumer must be informed in a specific, detailed and realistic manner of the characteristics of the product or service being offered, so that he or she can freely and rationally decide whether he or she wants to access it. Or not. Through these actions, the Ministry of Internal Trade intends to change the systematic practices that violate the rights of consumers and protect consumer relationships”, Closing text of the Secretariat.

The notice