Misleading advertising in Peru: what you can claim
Peruvian law prohibits advertising that misleads consumers (Ley 29571, Arts. 3 and 13; Legislative Decree 1044, Art. 8). Advertisers must be able to prove their objective claims, and fines go up to 700 UIT.
VerificationPartly verifiedSee the sources ↓
- 11sources cited
- 11read at the official source
- 1official institutions
Peruvian State portal (gob.pe)
Checked 5 Oct 2026Next review 21 Dec 2026
What is still unverifiedArticles 8, 24, 51 and 52 of Legislative Decree 1044 were read directly in the consolidated text on gob.pe (we saw amendments up to D. Leg. 1391 of 2018; we did not check later ones), and Articles 3, 13, 14.1 and 121 of Ley 29571 in the SPIJ copy published on gob.pe. Earlier versions of this page, based on private sources, misattributed the 730-day period, paraphrased Articles 8 and 52 and quoted Articles 3 and 13 with wording that differs from the official text; those were corrected. This page does not verify: the line between advertising exaggeration (puffery) and deception, whether comparative advertising is lawful, who may file (consumer associations, ex officio action), the criteria for grading a fine, or the Indecopi procedure and remedies.
The clock running against you
730 calendar days from the day the advertising infraction was committed, or from when it ended, if it was continuing.This is a procedural deadline: miss it and you lose that route and have to start another.
If the complaint is handled as unfair competition (Legislative Decree No. 1044), the infraction expires five years after the last act charged (Article 51). We do not cover here when the limitation period is interrupted or suspended.
Ley N.° 29571 (Consumer Protection Code), Article 121
What counts as misleading advertising in Peru
Misleading advertising happens when an ad — on TV, social media, a poster, packaging or a website — misleads consumers about the real characteristics of what is offered. Peruvian law regulates it through two statutes:
- Legislative Decree No. 1044 (Unfair Competition Law, Ley de Represión de la Competencia Desleal), which treats deception as an act of unfair competition.
- The Consumer Protection and Defense Code (Ley N.° 29571), which protects consumers against information and advertising that misleads them.
The legal standard: “leading into error”
Article 8.1 of D. Leg. 1044 says acts of deception “consist of acts that have the effect, real or potential, of misleading other market agents” about the nature, manufacturing or distribution method, characteristics, fitness for use, quality, quantity, price, conditions of sale or acquisition and, in general, the attributes, benefits or conditions of the goods, services, establishments or transactions the agent puts on the market, or about the agent’s own attributes. (Our translation of the Spanish text.)
The standard is the real or potential effect: the rule does not require that a consumer was actually deceived.
Article 3 of Ley 29571 prohibits “toda información o presentación u omisión de información que induzca al consumidor a error” (any information, presentation or omission of information that misleads the consumer) about the nature, origin, manufacturing method, components, uses, volume, weight, measurements, prices, directions for use, characteristics, properties, fitness, quantity, quality or any other data of the products or services offered. Article 13 applies that protection to advertising: its purpose is to protect consumers from information asymmetry and from deceptive or false advertising that misleads or may mislead them, including through omission of relevant information.
Who must prove the ad
Article 8.3 of D. Leg. 1044 says the burden of proving the truth and accuracy of objective claims about the goods or services advertised falls on the advertiser. Article 8.4 adds that, before disseminating any message about verifiable characteristics of a good or service, the advertiser must already hold the evidence supporting its truth.
Article 8.2 names one specific case: testimonial advertising not backed by the authentic and recent experiences of a witness counts as deception.
Promotions and the terms of an ad
Article 14.1 of Ley 29571 requires advertising for sales promotions to state clearly, in each ad, how long the promotion lasts and the minimum number of units available. If it does not, the provider must supply the advertised goods or services to consumers who request them, on the stated terms.
This page does not verify how fine print, bait pricing, obvious advertising exaggeration (puffery) or comparative advertising are assessed. Check the current rules or ask Indecopi for those cases.
Who enforces advertising rules in Peru
Article 24.1 of D. Leg. 1044 says that, in the first administrative instance, the authority is the Commission for the Supervision of Unfair Competition and the commissions of Indecopi’s regional offices to which its functions are devolved. Article 24.3 says any other State authority is barred from supervising or imposing sanctions in advertising matters.
What to do (practical summary)
- Document the ad: dated screenshot, photo of the packaging or flyer, recording of the commercial, exact link if it is digital advertising.
- Keep your proof of purchase: receipt, invoice, contract or correspondence with the provider.
- Complain to the provider in writing or in its Complaints Book.
- Go to Indecopi within the limitation period (two years under the Consumer Code, five under D. Leg. 1044). This page did not verify the procedure details, fees or the route for individual consumers.
Sanctions: amounts in UIT
Article 52.1 of D. Leg. 1044 sets these parameters for acts of unfair competition:
- Minor infraction with no real market impact: warning.
- Minor infraction: fine of up to 50 UIT.
- Serious infraction: fine of up to 250 UIT.
- Very serious infraction: fine of up to 700 UIT.
A fine cannot exceed 10% of the gross income the infringer received from all its economic activities in the year before the Commission’s decision. Under Article 52.2, that percentage is not used as a parameter when the infringer fails to prove that income or is a repeat offender.
What you can ask for as an affected consumer
This page did not verify what corrective measures Indecopi can order in the consumer’s favor (such as a refund) or what compensation is available. What the text we read does include: the Code recognizes rights to repair, replacement and refund in certain cases (see legal warranty on products).
Final words
Keep the ad and your proof of purchase from the start: they are the basis of any claim. The law puts the burden of proving objective claims on the advertiser, but you need to be able to show exactly what was said.
How to file
- Gather evidence of the adKeep screenshots, photos of the packaging, videos, the receipt or invoice, and any ad material showing the questioned claim, with date and source (medium, channel, web page).
- Identify the specific claim that was false or misleadingArticle 8.3 of D. Leg. 1044 puts on the advertiser the burden of proving the truth and accuracy of objective claims about the goods or services advertised. Note the exact phrase or image that misled you and what you expected to receive.
- Complain to the business firstYou can record your complaint in the business's Complaints Book and ask in writing for what you expected to receive. This page did not verify whether this step is required before going to Indecopi.
- Go to Indecopi within the limitation periodIndecopi is the authority that supervises advertising. The limitation periods are two years (Consumer Code, Article 121) or five years (D. Leg. 1044, Article 51), depending on the route. Ask Indecopi which route fits your case.
What people fail to ask in time
Did you know that under the Unfair Competition Law the advertiser must prove its objective claims are true, rather than you having to show they are false?
Find out before it matters →What most people believe — and what the law says
If an ad lies, it's up to me to prove it is false.
Article 8.3 of D. Leg. 1044 says the burden of proving the truth and accuracy of objective claims about the goods or services advertised falls on whoever communicated them as advertiser. Still, keep the ad and your receipt.
Any ministry or municipality can fine for misleading advertising.
Article 24.3 of D. Leg. 1044 says any other State authority, apart from the one the law designates, is barred from supervising or imposing sanctions in advertising matters.
Customer testimonials in an ad are always fine.
Article 8.2 of D. Leg. 1044 says testimonial advertising not backed by the authentic and recent experiences of a witness counts as deception.
A promotion can leave out how long it lasts and how many units are available.
Article 14.1 of Ley 29571 requires advertising for sales promotions to state, in each ad, its duration and the minimum number of units available. Otherwise the provider must supply the advertised goods or services to consumers who ask for them, on the stated terms.
The fine is always capped at 10% of the infringer's income.
Article 52.2 of D. Leg. 1044 says that percentage is not used as a parameter when the infringer fails to prove its gross income or is a repeat offender.
Frequently asked questions
How long do I have to report misleading advertising?
It depends on the route. The Consumer Code (Article 121) says infractions expire two years after the day the infraction was committed or from when it ended, if it was continuing. The Unfair Competition Law (D. Leg. 1044, Article 51) says its infractions expire five years after the last act charged as an infraction. The 730-day period cited in earlier versions of this page does not run from when the affected person learned of the ad. This page does not cover when the limitation period is interrupted or suspended, so do not wait until the last day.
What evidence should I gather before reporting a misleading ad?
Keep screenshots, photos of the packaging, videos, the receipt or invoice and any ad material showing the questioned claim, with date and source (medium, channel, web page). Article 8.3 of D. Leg. 1044 puts on the advertiser the burden of proving the truth and accuracy of its objective claims, but having the ad saved lets you show exactly what was said.
What sanctions does the law provide for misleading advertising?
Article 52 of D. Leg. 1044 provides a warning for a minor infraction with no real market impact, and fines of up to 50 UIT (minor), 250 UIT (serious) and 700 UIT (very serious), capped at 10% of the prior year's gross income, a cap that does not apply if the infringer fails to prove its income or is a repeat offender. This page does not verify what remedies for the consumer (such as a refund) Indecopi can order in each procedure.
Which authority supervises advertising?
In the first administrative instance, D. Leg. 1044 (Article 24.1) names the Commission for the Supervision of Unfair Competition and the commissions of the Indecopi regional offices to which its functions are devolved. Article 24.3 adds that any other State authority is barred from supervising or sanctioning in advertising matters.
What the fine is
| Conduct | Severity | Range | Authority |
|---|---|---|---|
| Unfair-competition act (including deceptive advertising) classified as leve Legislative Decree 1044, Article 52 | leve | up to 50 UIT up to S/ 275,000.00 up to $79,895 | Indecopi |
| Unfair-competition act (including deceptive advertising) classified as grave Legislative Decree 1044, Article 52 | grave | up to 250 UIT up to S/ 1,375,000.00 up to $399,477 | Indecopi |
| Unfair-competition act (including deceptive advertising) classified as muy grave Legislative Decree 1044, Article 52 | muy grave | up to 700 UIT up to S/ 3,850,000.00 up to $1,118,536 | Indecopi |
Fines are set in UIT. When the UIT moves, every fine moves with it. UIT 2026 = S/ 5,500 (Decreto Supremo N.º 301-2025-EF). Reference conversion only. The debt is owed in soles.FX rate as of2026-10-05: US$ 1 = S/ 3.442.
The exact law
Legislative Decree No. 1044 (Decreto Legislativo N.° 1044), Unfair Competition LawArticle 8, section 8.1read
Acts of deception
«Consisten en la realización de actos que tengan como efecto, real o potencial, inducir a error a otros agentes en el mercado sobre la naturaleza, modo de fabricación o distribución, características, aptitud para el uso, calidad, cantidad, precio, condiciones de venta o adquisición y, en general, sobre los atributos, beneficios o condiciones que corresponden a los bienes, servicios, establecimientos o transacciones que el agente económico que desarrolla tales actos pone a disposición en el mercado; o, inducir a error sobre los atributos que posee dicho agente, incluido todo aquello que representa su actividad empresarial.»
↳Article 8, section 8.2read
Testimonial advertising
«Configuran actos de engaño la difusión de publicidad testimonial no sustentada en experiencias auténticas y recientes de un testigo.»
↳Article 8, section 8.3read
Burden of proof on the advertiser
«La carga de acreditar la veracidad y exactitud de las afirmaciones objetivas sobre los bienes o servicios anunciados corresponde a quien las haya comunicado en su calidad de anunciante.»
↳Article 24, section 24.1read
Competent authority, first instance
«En primera instancia administrativa la autoridad es la Comisión, entendiendo por ésta a la Comisión de Fiscalización de la Competencia Desleal y a las Comisiones de las Oficinas Regionales del INDECOPI en las que se desconcentren las funciones de aquélla, según la competencia territorial que sea determinada.»
↳Article 51read
Statute of limitations
«Las infracciones a la presente Ley prescribirán a los cinco (5) años de ejecutado el último acto imputado como infractor.»
↳Article 52, section 52.1read
Sanction parameters
«La realización de actos de competencia desleal constituye una infracción a las disposiciones de la presente Ley y será sancionada por la Comisión bajo los siguientes parámetros: a) Si la infracción fuera calificada como leve y no hubiera producido una afectación real en el mercado, con una amonestación; b) Si la infracción fuera calificada como leve, con una multa de hasta cincuenta (50) Unidades Impositivas Tributarias (UIT) y que no supere el diez por ciento (10%) de los ingresos brutos percibidos por el infractor, relativos a todas sus actividades económicas, correspondientes al ejercicio inmediato anterior al de la expedición de la resolución de la Comisión; c) Si la infracción fuera calificada como grave, una multa de hasta doscientas cincuenta (250) UIT y que no supere el diez por ciento (10%) de los ingresos brutos percibidos por el infractor, relativos a todas sus actividades económicas, correspondientes al ejercicio inmediato anterior al de la expedición de la resolución de la Comisión; y, d) Si la infracción fuera calificada como muy grave, una multa de hasta setecientas (700) UIT y que no supere el diez por ciento (10%) de los ingresos brutos percibidos por el infractor, relativos a todas sus actividades económicas, correspondientes al ejercicio inmediato anterior al de la expedición de la resolución de la Comisión.»
↳Article 52, section 52.2read
Exceptions to the 10% of gross income cap
«Los porcentajes sobre los ingresos brutos percibidos por el infractor, relativos a todas sus actividades económicas, correspondientes al ejercicio inmediato anterior al de la resolución de la Comisión indicados en el numeral precedente no serán considerados como parámetro para determinar el nivel de multa correspondiente en los casos en que el infractor: i) no haya acreditado el monto de ingresos brutos percibidos relativos a todas sus actividades económicas, correspondientes a dicho ejercicio; o, ii) se encuentre en situación de reincidencia.»
Ley N.° 29571 - Código de Protección y Defensa del Consumidor (Peru Consumer Protection Code)Article 3read
Prohibition of information that misleads
«Está prohibida toda información o presentación u omisión de información que induzca al consumidor a error respecto a la naturaleza, origen, modo de fabricación, componentes, usos, volumen, peso, medidas, precios, forma de empleo, características, propiedades, idoneidad, cantidad, calidad o cualquier otro dato de los productos o servicios ofrecidos.»
↳Article 13read
Purpose of consumer protection against advertising
«La protección del consumidor frente a la publicidad tiene por finalidad proteger a los consumidores de la asimetría informativa en la que se encuentran y de la publicidad engañosa o falsa que de cualquier manera, incluida la presentación o en su caso por omisión de información relevante, induzcan o puedan inducirlos a error sobre el origen, la naturaleza, modo de fabricación o distribución, características, aptitud para el uso, calidad, cantidad, precio, condiciones de venta o adquisición y, en general, sobre los atributos, beneficios, limitaciones o condiciones que corresponden a los productos, servicios, establecimientos o transacciones que el agente económico que desarrolla tales actos pone a disposición en el mercado; o que los induzcan a error sobre los atributos que posee dicho agente, incluido todo aquello que representa su actividad empresarial.»
↳Article 14, section 14.1read
Advertising of sales promotions
«La publicidad de promociones de ventas debe consignar, en cada uno de los anuncios que la conforman, la indicación clara de su duración y la cantidad mínima de unidades disponibles de productos ofrecidos. En caso contrario, el proveedor está obligado a proporcionar a los consumidores que lo soliciten los productos o servicios ofertados, en las condiciones señaladas.»
↳Article 121read
Statute of limitations for infractions
«Las infracciones al presente Código prescriben a los dos (2) años contados a partir del día en que la infracción se hubiera cometido o desde que cesó, si fuera una infracción continuada.»
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What this page already lets you do
- Name the rule that protects you
- Copy the exact article and send it
- Follow the steps, in order
- Know how far the fine goes
What this page does not give you yetArticles 8, 24, 51 and 52 of Legislative Decree 1044 were read directly in the consolidated text on gob.pe (we saw amendments up to D. Leg. 1391 of 2018; we did not check later ones), and Articles 3, 13, 14.1 and 121 of Ley 29571 in the SPIJ copy published on gob.pe. Earlier versions of this page, based on private sources, misattributed the 730-day period, paraphrased Articles 8 and 52 and quoted Articles 3 and 13 with wording that differs from the official text; those were corrected. This page does not verify: the line between advertising exaggeration (puffery) and deception, whether comparative advertising is lawful, who may file (consumer associations, ex officio action), the criteria for grading a fine, or the Indecopi procedure and remedies. See the sources ↑