Indecopi sanctions Nestlé because Maggi meat stock cubes do not have meat

After we found out that the milk was not milk, that the fruit juice had no fruit in it, or that the “World Cup channel” did not broadcast all the World Cup matches, now we find out that meat stock cubes are not meat. The National Institute for the Defense of Competition and the Protection of Intellectual Property (Indecopi) fined Nestlé 35.94 UIT, that is, S/173,448, for engaging in misleading advertising in its product Maggi Meat Cube.

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According to the aforementioned body, the 100-gram packaging of Maggi Cubito Carne does not contain meat in its composition, despite the fact that the company implies this in its advertising, in which it uses the drawing of a little cow.

Following the complaint filed by the Association of Consumers and Users of Ancash-Acuera, in January 2022, the Technical Secretariat of the Commission for the Control of Unfair Competition admitted the complaint filed for processing and charged Nestlé with the alleged commission of acts of deception. , because it would be disseminating advertising on the packaging of the product “Maggi Cubito Carne de 100g” with the image of a plate of food with pieces of cooked meat and the caricatured image of a bovine, which would give consumers to understand that said product would have meat as its main ingredient.

After a long process, Indecopi notified the parties yesterday of the decision imposing a fine of 35.94 Tax Units (UIT) on Nestlé, which is equivalent to S/ 173,448.

But in addition, Nestlé Perú SA is ordered not to broadcast advertising in which it is transmitted that the Maggi Cubito Carne 100g product contains meat in its composition.

COMPANY DEFENDS ITSELF

In the process, the Nestlé company said that the appearance of the image of a caricatured bovine and a plate of food with pieces of meat does not convey the advertising message that the product has meat as its main ingredient, but that the product is a flavoring and for this reason, a dish is shown that has precisely the meat flavor seasoning.

In addition, they indicated that a reasonable consumer would not think that such a small cube contains meat and that, on the upper side of the package, there is the express indication “meat-flavored dehydrated mix”, which cannot be analyzed independently the other advertising elements of the box.

This sanction recalls other cases of misleading advertising sanctioned by Indecopi.

MILK THAT IS NOT MILK

In 2018, Indecopi sanctioned the companies Leche Gloria Sociedad Anónima – Gloria SA and Nestlé Perú SA with a total fine of 1014.89 UIT equivalent – on that date – to S/ 4,262,538, for advertising through various media (packaging, television and website) three dairy products, advertising them as if they were made from cow’s milk, despite the fact that this was not true.

In November 2022, the Judiciary agreed with Indecopi on the pronouncement of the Specialized Chamber for Consumer Protection that determined that the products “Bonlé familiar” from Gloria and “Ideal Amanecer” from Nestlé, should not include the term ‘ milk’ in the name of its products because it does not reflect its true nature.

This judicial ruling was given after Gloria and Nestlé will present an appeal for annulment.

JUICES WITHOUT FRUITS

In May of this year, the Technical Secretariat of Indecopi’s Commission for the Control of Unfair Competition (CCD), in coordination with the Control Directorate (DFI), began an investigation of the Lindley SA Corporation in order to verify that advertising of the Frugos del Valle Fresh line is not misleading to consumers regarding its fruit or fruit juice content.

The entity noted that in Brazil the marketing of the same line of products was suspended because the Brazilian Consumer Authority (PROCON) identified misleading advertising by containing a minimum amount of fruit.

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CHANNEL WITHOUT WORLD

In 2022, a large number of users expressed their discontent because Latina Televisión promoted itself as “the World Cup channel”, but it did not broadcast live all the matches that took place in November and December, including the Argentina’s opening match against Saudi Arabia.

Faced with this situation, the Indecopi Commission for the Inspection of Unfair Competition imposed a precautionary measure and ordered the Compañía Latinoamericana de Radiodifusión SA (Latina) the preventive and immediate cessation of the dissemination of all advertisements related to the FIFA World Cup. Qatar 2022 and imply that they will broadcast “live” all the matches of the aforementioned tournament.

The entity indicated that, if the dissemination of alleged misleading advertising by Latina is corroborated, the Commission is empowered to impose a penalty of up to 700 UIT.

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