{"id":3646,"date":"2017-06-02T00:00:00","date_gmt":"2017-06-01T22:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2017\/06\/02\/casos-de-publicitat-enganyosa\/"},"modified":"2025-06-05T09:41:58","modified_gmt":"2025-06-05T07:41:58","slug":"casos-de-publicitat-enganyosa","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/casos-de-publicitat-enganyosa\/","title":{"rendered":"Casos de publicitat enganyosa"},"content":{"rendered":"<div style=\"text-align: justify;\">\n<p>La publicitat enganyosa es defineix com aquella que utilitza estrat\u00e8gies per a persuadir a clients potencials amb la intenci\u00f3 d&#8217;afectar al seu comportament econ\u00f2mic, no sempre amb finalitats l\u00edcites. No sempre \u00e9s f\u00e0cil de detectar per als usuaris, ni tampoc per a les organitzacions de professionals i de consumidors que treballen per a detectar-la i aix\u00ed minimitzar el seu impacte en les decisions de compra. Avui, en el bloc de V3rtice, <a href=\"https:\/\/v3rtice.srvcactus.com\/ca\/\">ag\u00e8ncia de publicitat a Barcelon<\/a>a, ens introduirem en la mat\u00e8ria de la publicitat enganyosa i veurem alguns casos c\u00e8lebres.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>Dins de l&#8217;ampli concepte de publicitat il\u00b7l\u00edcita \u2013aix\u00ed definim a aquell tipus de publicitat que atempta contra els drets fonamentals de la persona i la seva dignitat-, podem trobar diferents varietats: l&#8217;encoberta, la deslleial, la subliminal, l&#8217;enganyosa\u2026 Aquesta \u00faltima, que \u00e9s la que ens ocupa, es pot donar en diferents situacions com mitjan\u00e7ant l&#8217;omissi\u00f3 d&#8217;informaci\u00f3 b\u00e0sica, la utilitzaci\u00f3 d&#8217;expressions i informaci\u00f3 ambigua o la promesa de conseq\u00fc\u00e8ncies futures irrealitzables.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>Comencem el recorregut per casos de publicitat enganyosa amb un dels m\u00e9s c\u00e8lebres dels \u00faltims anys: Volkswagen. El seu esc\u00e0ndol per les emissions de gasos contaminants i com van trucar els seus motors per a no depassar el l\u00edmit i poder seguir utilitzant el distintiu de \u201cmarca ress\u00f2\u201d va ser sonat a nivell mundial. En l&#8217;actualitat, a m\u00e9s d&#8217;haver de pagar quantioses multes, ha perdut tot el seu prestigi com a marca; alguna cosa per al que necessitar\u00e0 m\u00e9s que milions d&#8217;euros per a recuperar-se.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>Passem a un altre cas. L&#8217;any 2014, la marca de begudes energ\u00e8tiques Red Bull va ser denunciada per un cas de publicitat il\u00b7l\u00edcita en afirmar en els seus anuncis que \u201cdonava ales\u201d. Sembla una broma, aix\u00f2 mateix va haver de pensar la marca abans que la demanda col\u00b7lectiva que van perdre i la multa de 13 milions de d\u00f2lars.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>Un altre cas de marca que s&#8217;ha jugat el prestigi per donar a entendre caracter\u00edstiques que no t\u00e9 en la seva publicitat \u00e9s Nutella. La marca de crema de cacau propietat de Ferrero va ser condemnada en 2012 a pagar una multa de m\u00e9s de tres milions de d\u00f2lars per donar a entendre en els seus spots que es tractava d&#8217;un esmor\u00e7ar\u00a0saludable i equilibrat, especialment per a l&#8217;alimentaci\u00f3 infantil.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">Aquests s\u00f3n nom\u00e9s\u00a0alguns dels exemples de publicitat enganyosa que m\u00e9s repercussi\u00f3 han tingut en els \u00faltims anys, per tractar-se d&#8217;empreses que competeixen en el mercat mundial. No obstant aix\u00f2, cada mes es dicten noves sent\u00e8ncies cap a organitzacions de grand\u00e0ria m\u00e9s modesta. Tot amb tal de protegir la llibertat del consumidor.<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span>La publicitat enganyosa es defineix com aquella que utilitza estrat&egrave;gies per a persuadir a clients potencials amb la intenci&oacute; d&#8217;afectar al seu comportament econ&ograve;mic, no sempre amb finalitats l&iacute;cites.<\/span><\/p>\n","protected":false},"author":15,"featured_media":24600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111,113],"tags":[],"class_list":["post-3646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-pr-ca","category-marketing-digital-ca-2"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"Comunicaci\u00f3 &amp; RR.PP.","term_id":111,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/comunicacion-pr-ca\/"},{"term_name":"M\u00e0rqueting Digital","term_id":113,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/marketing-digital-ca-2\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/agencia-de-publicidadblog-v3rtice-1.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Casos de publicitat enganyosa - V3RTICE<\/title>\n<meta name=\"description\" content=\"La publicitat enganyosa no sempre \u00e9s f\u00e0cil de detectar per als usuaris, ni tampoc per a les organitzacions de professionals. 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