Whenever a brand announces itself as a market leader, owner of the largest stock or the lowest price, it enters the crosshairs of competitors
Conar (National Council for Advertising Self-Regulation) usually appears in the “eye of the hurricane” when there is a controversy involving campaigns, as in the numerous cases of Nissan and, more recently, Hope. But, according to a survey by Folha de S.Paulo, it is in the fight between companies that much of the body’s work is concentrated.
Whenever a brand announces itself as a market leader, owner of the largest stock or the lowest price, for example, it enters the crosshairs of competitors, who, for a fee of R$ 1.5 thousand, can complain to Conar.
The agency is the best alternative for companies, as it is faster and cheaper than taking the case to court. Furthermore, as the president of Conar, Gilberto Leifert, explained to the newspaper, it is a chance to defend oneself directly via the marketing department.
While Conar takes about 90 days to analyze each case, the Justice system needs at least ten years to fully resolve it. “There are 52 opportunities to ask for a review of the appraisal”, informed the judge of the TJ/SP, José Renato Nalini. “It’s a medieval thing.”
Between January and July of this year, most of the complaints received by Conar came from consumers who felt cheated by the advertisements. Then companies appear fighting each other, which, in 2010, generated 108 processes – for which there were 52 suggestions for changes and 13 for suspension. This year there have already been 65 judgments: 24 changed and 8 suspended.