Colombia's Superintendency of Industry and Commerce, in Resolution 59176 of 2016, issued an order that the Colombian Association of Consumer Education cease airing a TV advertisement that contained misleading statements about "the harmful effects of consuming soft drinks containing sugar," based on a lack of supporting technical or scientific evidence.
The agency alleged that the advertisement did not support its claims regarding (i) the percentage of sugar included in such beverages, or (ii) the correlation between the amount of sugar and the health concerns discussed.
By law, advertisements that make objective statements about a product's qualities or benefits must include relevant technical or scientific evidence that supports those statements.
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