PUBLICIDA D COMERCIA L EN LA TV LIBERTAD DE EXPRESION
CRUZ ESPINOZA ETNAY ETNAY FERRER ESTACIO JOHN PRUDENCIO HUAMAN KATERIN KATERIN
Contenido I. ANTECEDENTES.................................................................................................................................4 II. LA PUBLICIDAD....................................................................................................................................4 III. II. PUBL PUBLIICIDA CIDAD DC COM OMER ERC CIAL EN TELEV ELEVIISIÓN SIÓN.....................................................................................5 VENTAJAS DE LA PUBLICIDAD EN TELEVISIÓN .......................................................................................5 DESVENTAJAS DESVENTAJAS DE LA PUBLICIDAD EN TELEVISIÓN................................................................................6 MEDIOS DE COMUNICACIÓN...................................................................................................................6 VISUALIZACIÓN DE LA INFORMACIÓN .....................................................................................................7 Objetivos..................................................................................................................................................7 Aspetos o!"#es....................................................................................................................................7 IV. IV. TIPOS POS DE PUB PUBLICI LICIDA DAD D EN TELEV ELEVIISIÓN SIÓN.........................................................................................8 V. FORM FORMAT ATO O DE LA PUBL PUBLIC ICID IDAD AD COME COMERC RCIA IALL .........................................................................................8 $. Testi!o#i%&..................................................................................................................................8 '. A#i!%i(#...................................................................................................................................9 ). Spot po&*tio..............................................................................................................................10 +. Do"!e#t%&es...........................................................................................................................10 PUBLICIDAD COMERCIAL EN TV, LIBERTAD DE E-PRESIÓN .................................................................11 $. L% i!%e# i!%e# /e &% !"je !"je00 e# &% p"b&i p"b&ii/%/ i/%/ o!e o!e0i 0i%& %&...................................................................................11 DI1NIDAD2 U# &*!ite % &% &ibe0t%/ /e e3p0esi(# o!e0i%& ...............................................................................13 4Los o#te#i/os 5"e se /i6"#/e# % t0%v7s /e &os %#"#ios p"b&iit%0ios, est8# p0otei/os po0 &% 9&ibe0t%/ /e e3p0esi(#:;................................................................................................................................................16 NORMAS QUE REU!AN !A PU"!ICIDAD COMERCIA!........................................................................19
I.
L% p"b&ii/%/ e# te&evisi(# est8 &i/e0%/% po0 &os esp%ios o!e0i%&es 5"e se e!ite# e# &%s p%"s%s /e p0o0%!%s = e#t0e p0o0%!%s> &os spots p"b&iit%0ios. De to/%s 6o0!%s, &os spots #o so# &os ?#ios %#"#ios 5"e se e!ite# e# te&evisi(# o!o ve0e!os e# %/e&%#te. Este tipo /e p"b&ii/%/ e!pe@( e# $ =% 5"e &os %#"#i%#tes &% /e!%#/%b%# e#%0ei/%!e#te = t"vo "# 6"e0te %"e e# $. I#ii%&!e#te #o se &&%!%b%# spots % &os %#"#ios /e te&evisi(# si#o "%s e# vivo. Co# &%s te&evisio#es p0iv%/%s %=e0o# &%s t%0i6%s /e &os spots /e p"b&ii/%/ e# te&evisi(# =, &(i%!e#te se p%s( % "# &%0o %"!e#to. Estos est8# e3p"estos % "#% ve0i6i%i(# o e3%!e# p%0% s" %p0ob%i(# /e e!isi(# 5"e 0e%&i@% %/% %#%& v%0*%# &os /*%s, %p0o3i!%/%!e#te e#t0e e& ) = $ e# 6"#i(# /e& %#%&, = p%0% o#t0%t%0 "# esp%io se % /e 0e%&i@%0 "#% o0/e# /e o#t0%t%i(#. Los %#"#ios p"b&iit%0ios 5"e se e!ite# e# te&evisi(#, e#e0%&!e#te /e "#% /"0%i(# /e 'G se"#/os %p0o3i!%/%!e#te, tie#e# "# %&to i!p%to pe0o t%!bi7# "#% i!po0t%#te i#ve0si(# e# 0e%tivi/%/, /es%00o&&o, p0o/"i(# = e!isi(# 5"e &i!it%# este tipo /e p"b&ii/%/ % &os 0%#/es %#"#i%#tes %"#5"e, o# &% i00"pi(# /e %#%&es /e te&evisi(# &o%&es, p0i#ip%&!e#te, !"os %#"#i%#tes &o%&es = PHMES =% %p%0ee# e# &%s te&evisio#es /e s"s 80e%s /e i#6&"e#i% o# spots te&evisivos. II. Es obvio 5"e &% p"b&ii/%/ es p%0te /e #"est0o siste!% /e o!"#i%i(# e i!po0t%#te =% 5"e i#6o0!% % &% e#te /e &% /ispo#ibi&i/%/ /e p0o/"tos = se0viios> p0opo0io#% i#6o0!%i(# 5"e %="/% % to!%0 /eisio#es 6"#/%!e#t%/%s> i#6o0!% % &% e#te %e0% /e s"s /e0eos = ob&i%io#es o!o i"/%/%#o> = e# s"s /ive0s%s 6o0!%s, #os i#6o0!%, "*%, /i0ie, o#ve#e = %&e0t% sob0e /i6e0e#tes %spetos 5"e e!os /e o#si/e0%0 e# #"est0% vi/% /i%0i%. L% p"b&ii/%/ se % o#ve0ti/o e# "# !e%#is!o i#/ispe#s%b&e p%0% e& 6"#io#%!ie#to = /es%00o&&o /e #"est0% soie/%/, &&e%#/o % se0 o#si/e0%/% o!o "#% v%0i%#te /e o!"#i%i(# soi%&. L% p"b&ii/%/ &o0% 5"e pe0so#%s se i#te0ese# po0 p0o/"tos = &os o#s"!% "ti&i@%#/o p%0% e&&o "# !e#s%je o# e& "%& se /% "#% o!"#i%i(#, sie#/o e& e!iso0 &% p"b&ii/%/ e% = e& 0eepto0 e& &ie#te o o#s"!i/o0. Ao0% bie#, 45"7 es &% p"b&ii/%/; L% p"b&ii/%/ 9es o!"#i%i(# i!pe0so#%& p%%/% po0 "# %#"#i%#te i/e#ti6i%/o 5"e "s% &os !e/ios /e o!"#i%i(# o# e& 6i# /e pe0s"%/i0 % "#% %"/ie#i%, o i#6&"i0 e# e&&%:, 9L% p"b&ii/%/ o#st% /e to/%s &%s %tivi/%/es o# 5"e se p0ese#t% % "# 0"po "# !e#s%je i!pe0so#%& t%#to ve0b%& o!o vis"%&, p%t0oi#%/o = 0e&%io#%/o o# "# p0o/"to, se0viio o i/e%: St%#to# = F"t0e&&, $. Le%&!e#te, p"b&ii/%/ es 9to/% 6o0!% /e o!"#i%i(# 0e%&i@%/% po0 "#% pe0so#% 6*si% o j"0*/i%, p?b&i% o p0iv%/%, e# e& eje0iio /e "#% %tivi/%/ o!e0i%&, i#/"st0i%&, %0tes%#%& o p0o6esio#%& o# e& 6i# /e p0o!ove0 /e 6o0!% /i0et% o i#/i0et% &% o#t0%t%i(# /e bie#es !"eb&es o i#!"eb&es, se0viios, /e0eos = ob&i%io#es L% p"b&ii/%/ se !%0% "#% se0ie /e objetivos espe*6ios o!o2 0e!e/i%0 &% /is!i#"i(# /e &% /e!%#/% p0i!%0i% /e "# p0o/"to, &&e%0 % &% e#te i#%esib&e p%0% &os ve#/e/o0es, /%0 % o#oe0 &os #"evos "sos /e "# p0o/"to, i#t0o/"i0 "# #"evo p0o/"to, %"!e#t%0 &%s ve#t%s,
%="/%0 % &% 6"e0@% /e ve#t%sK P%0% e&&o, &% p"b&ii/%/ t0%t% /e !o/i6i%0 &% /isposii(# = e& o!po0t%!ie#to /e &os posib&es &ie#tes, % t0%v7s /e& s"!i#ist0o /e i#6o0!%i(#> !o/i6i%#/o &os /eseos /e& o#s"!i/o0 = &%s p0e6e0e#i%s /e !%0% /e &os &ie#tes. A pes%0 /e& %"!e#to o#st%#te /e &% pop"&%0i/%/ /e I#te0#et, e# &os ?&ti!os %os> &% p"b&ii/%/ e# te&evisi(# si"e sie#/o e& !e/io /o!i#%#te e# &% !%=o0*% /e &os o%0es, p%0% %e0 &&e%0 s"s !e#s%jes % s" p?b&io objetivo. E# p0o!e/io, &% pob&%i(# e# e#e0%& p%s% !8s /e "%t0o o0%s = !e/i% %& /*% /e&%#te /e &% te&evisi(#, sie#/o "#% /e &%s %tivi/%/es !8s o!"#es /e oio !o/e0#o. No es /e e3t0%%0 e#to#es, 5"e &% p"b&ii/%/ e# te&evisi(# o#ti#?% sie#/o &% 6o0!% !8s po/e0os% /e &% p"b&ii/%/. III. L% p"b&ii/%/ e# te&evisi(#, &e pe0!ite !ost0%0 = e3p&i%0 %& p?b&io s" #eoio, p0o/"to o se0viio /e "#% 6o0!% !"= %!p&i%. P"e/e !ost0%0 (!o 6"#io#% s" p0o/"to =o se0viio, = (!o es s" %speto o e#v%s%/o> /e 6o0!% 5"e p"e/% se0 0eo#oi/o po0 &os &ie#tes pote#i%&es e# &os p"#tos /e ve#t%. % si/o "# !e/io !"= pop"&%0 p%0% &os 0%#/es !i#o0ist%s> /es/e 5"e &% te&evisi(# o!e#@( % %p%0ee0 e# &%s s%&%s /e &os o%0es = pe0!iti0&es est%0 e# p0i!e0 &"%0. Co# &% &&e%/% /e &% te&evisi(# po0 %b&e, se &&e%0o# % 0e/"i0 &os ostos /e p0o/"i(# = o# &% posibi&i/%/ /e &&e%0 % 6o0!%tos !8s pe5"eos, !8s o0ie#t%/os % !e0%/os %/% ve@ !8s espe*6ios. Po0 &o t%#to, &% p"b&ii/%/ e# te&evisi(# p"e/e t%!bi7# se0 "#% opi(# vi%b&e p%0% pe5"e%s = !e/i%#%s e!p0es%s. P%0% 0e%0 "# %#"#io /e te&evisi(# /e 6o0!% e6etiv%, es #ees%0io e# p0i!e0 &"%0 te#e0 "# b"e# "io# 5"e /est%5"e &% o6e0t% /e& p0o/"to o se0viio. Los %#"#ios t%!bi7# /ebe# se0 p0o/"i/os /e !%#e0% e6etiv%> = es po0 est% 0%@(# 5"e % !e#"/o es !ejo0 o#t0%t%0 &os se0viios /e "#% %e#i% /e p"b&ii/%/, 5"e &e p"e/e %="/%0 % 0e%0 to/% s" %!p%%.
A&"#%s /e &%s ve#t%j%s /e &% p"b&ii/%/ e# te&evisi(# i#&"=e# &os si"ie#tes2
L% TV &&e% % "# p?b&io !"o !8s %!p&io 5"e &os pe0i(/ios &o%&es = est%io#es /e 0%/io> = &o %e /"0%#te "# o0to pe0*o/o /e tie!po. Lo0% %pt%0 &% %te#i(# /e &os espet%/o0es. Se pe0!ite t0%#s!iti0 s" !e#s%je o# &% vist%, e& so#i/o = e& !ovi!ie#to> &o 5"e p"e/e oto0%0 0e/ibi&i/%/ % s" #eoio, p0o/"to o se0viio /e 6o0!% i#st%#t8#e%. L% p"b&ii/%/ e# te&evisi(#, &e pe0!ite 5"e s"s !e#s%jes se 0epit%# v%0i%s vees /"0%#te "# !is!o p0o0%!%.
Los o!e0i%&es /e te&evisi(# &e pe0!ite# &% opo0t"#i/%/ /e se0 0e%tivo = /%0 % s" #eoio "# ve0/%/e0o se#ti/o /e &% pe0so#%&i/%/. Es% es "#% 0%# !%#e0% /e o#et%0 o# s"s &ie#tes, = o#st0"i0 "#% &ie#te&% 6ie&.
A pes%0 /e s"s !?&tip&es bo#/%/es, &% p"b&ii/%/ e# te&evisi(# tie#e %&"#%s /esve#t%j%s.
S%&vo &os o0%0ios /e %&t% o0%s /e &% #oe = !%/0"%/%, #i#?# ot0o !e/io /e p"b&ii/%/ es t%# ostoso o!o &% p"b&ii/%/ e# te&evisi(#. L% p0o/"i(# /e &% p"b&ii/%/> 5"e p"e/e i#&"i0 &% o#t0%t%i(# /e "io#ist%s, %to0es, e/ito0es /e i#e, o "#% %e#i% /e p"b&ii/%/, es s(&o e& p0i!e0 p%so. T%!bi7# /ebe p%%0 po0 e& tie!po /e e!isi(#> = o#si/e0%0 5"e &os est"/ios %# /e!ost0%/o 5"e &os %#"#ios /e te&evisi(# se %e# !8s e6i%es o# s" 0epetii(#. L%s /i6i"&t%/es /e %e0 %!bios e# &os %#"#ios. Mie#t0%s 5"e o# &% p"b&ii/%/ e# &os pe0i(/ios, &% %t"%&i@%i(# /e &os p0eios /e ve#t% o "#% o6e0t% espei%& es % !e#"/o t%# si!p&e o!o %!bi%0 "# "p(#> o# &% p"b&ii/%/ e# te&evisi(# si#i6i%0*% &% %t"%&i@%i(# /e "# "io#> &o 5"e ost%0*% !"o /i#e0o %/iio#%&. Co!o e!os o!e#t%/o %#tes, &% te&evisi(# es "# b"e# !e/io p%0% &&e%0 % 0%#/es 0"pos /e %"/ie#i%. E# %!bio, si s" e!p0es% 5"ie0e %e0 &&e%0 s" p"b&ii/%/ % "# p?b&io !"= espe*6io, p"/iese se0 "# t0%b%jo /i6*i& /e &o0%0.
Es 0"i%&, 5"e te#% e# "e#t% 5"i7# es s" %"/ie#i%> %#tes /e &% est0"t"0%i(# /e s" %#"#io = &% o!p0% /e tie!po %& %i0e. Po0 eje!p&o2 si "ste/ est8 e# e& #eoio /e oeitos p%0% beb7s, es p0ob%b&e!e#te !ejo0 p%0% s" #eoio o!p0%0 esp%ios /e tie!po %& %i0e /"0%#te e& /*%> "%#/o &%s %!%s /e %s% tie#e# !8s p0ob%bi&i/%/es /e ve0 s" %#"#io. U#o /e &os 0etos, po0 s"p"esto, es e& eo /e 5"e i#&"so &os #ios /e %#%&es /e te&evisi(# po0 %b&e si"e# sie#/o !"= %t0%tivo p%0% e& p?b&io 0e&%tiv%!e#te %!p&ios2 se 5"e/%# e# %s% &%s !%!8s, o &os j"bi&%/os. T%!bi7# %= 5"e te#e0 e# "e#t%, si# e!b%0o, 5"e &os %#"#i%#tes /e te&evisi(# tie#e# "# tie!po /i6*i& /e s%be0 e3%t%!e#te 5"i7# ve s"s %#"#ios e# "%&5"ie0 !o!e#to /%/o. Esto #o si#i6i% 5"e &% p"b&ii/%/ e# te&evisi(# es o!p&et%!e#te i#e6i%@> si#o 5"e tie#e s" tie!po = s" &"%0. Pe0o si s" e!p0es% 5"ie0e &&e%0 % 0"pos /e %"/ie#i% o % "# %eso %#%&*tio /et%&&%/o p%0% obte#e0 "#% 0et0o%&i!e#t%i(# !"= espe*6i%, &e 0eo!e#/%!os 5"e o#si/e0e e& "so /e i#ve0ti0 e# p"b&ii/%/ o#&i#e e# s" &"%0. No i!po0t% &o !%0%vi&&oso 5"e se% s" p0o/"to o se0viio, si #o %e p"b&ii/%/, #%/ie s%b08 #%/% %& 0espeto. E& objetivo /e "%&5"ie0 p0o0%!% /e p"b&ii/%/, /ebe se0 /e !%#e0% 0e#t%b&e, p%0% &&e%0 % &% !%=o0 %"/ie#i% posib&e = %t0%e0 #"evos &ie#tes. Si se %e o00et%!e#te, &% p"b&ii/%/ p"e/e se0 "#% i#ve0si(# !%0%vi&&os% p%0% s" e!p0es%> si se %e !%&, &% p"b&ii/%/ p"e/e o#ve0ti0se e# "# e#o0!e s"!i/e0o /e /i#e0o. Los o!e0i%&es, so# e#e0%&!e#te t0%#s!iti/os po0 &% te&evisi(# o &% 0%/io. Los p0opiet%0ios /e #eoios t%!bi7# p"e/e# t0%#s!iti0 o!e0i%&es e# v*/eos o po/%sts /e I#te0#et> 5"e i#&"=e# te&76o#os !(vi&es = ot0os /ispositivos po0t8ti&es.
Los %#"#ios se o#si/e0%# t*pi%!e#te p%0% &os !e/ios /e o!"#i%i(# i!p0esos. L%s e!p0es%s s"e&e# eje"t%0 %#"#ios e# 0evist%s, pe0i(/ios, &%s p8i#%s %!%0i&&%s = &%s 0evist%s. L%s 0evist%s p0o!oio#%&es, so# &%s p"b&i%io#es 5"e se /ist0ib"=e# po0 o00eo o o!o e#%0tes e# e& pe0i(/io /e& /o!i#o. L%s e!p0es%s t%!bi7# p"e/e# eje"t%0 v%0ios %#"#ios e# I#te0#et, t%&es o!o b%##e0s = %#"#ios pop"p e#t0e ot0os. L%s e!p0es%s o!e0i%&es, 5"e "ti&i@%# % !e#"/o tie#e# %to0es 5"e /e!"est0%# s"s p0o/"tos o se0viios. L% e#te p"e/e ve0 &os p0o/"tos 5"e se "ti&i@%# /"0%#te &os o!e0i%&es /e te&evisi(#. U# ve#/e/o0 "ti&i@%#/o &% p"b&ii/%/ o!p%0%tiv% e# &% te&evisi(#, p"e/e i#&"so /e!ost0%0 (!o &%s !%0%s /e &% o!p%*% so# s"pe0io0es % &%s /e s" p0i#ip%& o!peti/o0. Los o#s"!i/o0es t%!bi7# p"e/e# es"%0 &os o!e0i%&es /e 0%/io e# s"s oes. Po0 &o t%#to, &os o!e0i%&es %t0%e# % !8s /e "# se#ti/o e# 0e&%i(# % &os %#"#ios. L% e#te &ee p0i#ip%&!e#te %#"#ios. Estos %#"#ios p"e/e# est%0 e# p8i#%s o!p&et%s % to/o o&o0 o# i!8e#es o se0 !8s /e& %08te0 0ese0v%/o, &% !%=o0 p%0te, te3to e# #e0o e# b&%#o.
Los objetivos t%!bi7# p"e/e# se0 /i6e0e#tes o# o!e0i%&es = %#"#ios. L%s pe5"e%s e!p0es%s s"e&e# "ti&i@%0 &os %#"#ios /e te&evisi(# = 0%/io p%0% o#st0"i0 e& o#oi!ie#to /e s"s !%0%s. T%!bi7# p"e/e# !ost0%0 o e3p&i%0 &%s /ive0s%s %0%te0*sti%s /e p0o/"tos e# %#"#ios /e te&evisi(# o /e 0%/io o /ei0&e % &% e#te /o#/e p"e/e# o!p0%0 &os p0o/"tos. Los %#"#ios se "ti&i@%# % !e#"/o p%0% e#e0%0 &ie#tes pote#i%&es. M"%s e!p0es%s po#e# s"s #?!e0os /e te&76o#o e# &os %#"#ios p%0% i#it%0 % &os &ie#tes pote#i%&es % &&%!%0. A&"#os %#"#ios !8s 0%#/es est8# /ise%/os p%0% obte#e0 (0/e#es /i0et%s. 0esp"est% /e &os %#"#ios /e te&evisi(# t0%b%jo /i0eto /e "#% !%#e0% si!i&%0. Po0 eje!p&o, &%s e!p0es%s /e p"b&ii/%/ e# 0e/es o!e0i%&es so# &% p0o!oi(# /e p0o/"tos p%0% obte#e0 (0/e#es /i0et%!e#te. T%!bi7# %= ie0t%s si!i&it"/es e#t0e &os o!e0i%&es = &os %#"#ios. A!bos tipos /e p"b&ii/%/ po0 &o e#e0%& si"e# e& p0i#ipio AIDA, 5"e si#i6i% %te#i(#, i#te07s, /eseo = %i(#. L%s e!p0es%s s"e&e# &&%!%0 &% %te#i(# /e &%s pe0so#%s o# %#tos = 0"i/os e# &os o!e0i%&es. De& !is!o !o/o, &os t*t"&os 6"e0tes o i!8e#es se p"e/e# "ti&i@%0 p%0% %t0%e0 &% %te#i(# /e &os %#"#ios. Poste0io0!e#te, %!bos o!e0i%&es = %#"#ios est8# /ise%/os p%0% /espe0t%0 e& i#te07s = e& /eseo /e pe0!iti0 5"e &%s pe0so#%s se i!%i#e# % s* !is!os "ti&i@%#/o &os p0o/"tos o se0viios. H &%s e!p0es%s s"e&e# te0!i#%0 s"s o!e0i%&es o %#"#ios i!p"&s%#/o % &% e#te % &% %i(#.
Po0 eje!p&o, "#% e!p0es% /e p"b&ii/%/ po0 te&evisi(# %bie0t% p"e/e %6i0!%0 5"e &os s"!i#ist0os so# &i!it%/os. Esto %t0%e %& o#s"!i/o0 p%0% &&e%0 % &% tie#/% /e i#!e/i%to. Los 5"e "ti&i@%# &os %#"#ios p"e/e# e!p&e%0 t8ti%s si!i&%0es, o p0opo0io#%0 "po#es o# 6e%s &*!ites o!o i#e#tivos p%0% %e0 5"e e& &ie#te &os %#jee# o# 0%pi/e@.
IV. Pe0o #o so&o &os %#"#ios /e p"b&ii/%/ tipo spot o!po#e# &% p"b&ii/%/ e# te&evisi(#, =% 5"e %= 5"e s"!%0 % e&&os &os p"b&i00epo0t%jes %#"#ios !8s &%0os, &os p%t0oi#ios, &%s %io#es /e b0%#/e/ o#te#t, &% p"b&ii/%/ tipo p0o/"t p&%e!e#t e# &% 5"e ve!os o!o /ete0!i#%/os p0o/"tos %p%0ee# e# se0ies, te0t"&i%s te&evisiv%s, te&e/i%0ios, et. est0%t7i%!e#te "bi%/os> %/e!8s /e &%s %io#es /e b%0te0i# /e &%s e!p0es%s #ot%2 /e6i#iio#es /e o#eptos e# e& /iio#%0io /e !%0eti# /e SOCIALeti.o! %& 5"e %e/e# % p%0ti0 /e &% p%0te i@5"ie0/% /e &% %bee0% /e este /i%0io /e #otii%s. E& 6"t"0o /e &% p"b&ii/%/ e# te&evisi(#2 A"#5"e #o se p0ev7# /e!%si%/os %!bios % &os %t"%&es e# &% p"b&ii/%/ e# te&evisi(#, = si "# /ese#so /e %#"#i%#tes o!o est8 s"e/ie#/o /es/e %e %os !otiv%/os po0 &% 0isis, "# tipo /e p"b&ii/%/ %& 5"e &e /e/i%!os "# %0t*"&o, es &% p"b&ii/%/ tipo p&i#i# 5"e, %"#5"e se "ti&i@% poo %t"%&!e#te, tie#e !"o se#ti/o po0 &% "#i(# /e e&e!e#tos /iit%&es = /e o!p0% /i0et% o# e& !e/io 0e=. V. De %"e0/o o# i&&i%! F0%#&i# = M%0s%&& A0e#s, &os 6o0!%tos b8sios /e F.U.N. p%0% %#"#ios /e te&evisi(# so#2 i#/ivi/"o o pe0so#%je !"est0% e& p0o/"to. A&"#%s vees i#te0vie#e# e&eb0i/%/es. $. Testi!o#i%& U# "s"%0io s%tis6eo %b&% /e &% e6i%i% /e "# p0o/"to. S"e&e# se0 !8s e6etivos "%#/o e& i#/ivi/"o #o s%be 5"e est8 sie#/o 6i&!%/o. E# estos %sos sie!p0e se /ebe /e o#t%0 o# &% %"to0i@%i(# /e& i#/ivi/"o. o De!ost0%i(# E& p0o/"to se /e!"est0% e# "so, e# o!pete#i%, o bie#, %#tes = /esp"7s. 10%i%s % est%s t7#i%s, &os te&espet%/o0es vis"%&i@%# e& 0e#/i!ie#to 5"e obte#/08#. o A#"#ios !"si%&es E# e&&os to/o e& !e#s%je es t0%#s!iti/o % t0%v7s /e &% !?si%, e i#&"so %&"#%s vees es %#t%/o e# s" tot%&i/%/ o!o e# %&"#os ji#&es. Bie# 0e%&i@%/os &o0%# !"o !ejo0es 0es"&t%/os 5"e e& %#"#io p0o!e/io, !%& 0e%&i@%/os %"s%# "# te00ib&e !%&est%0 % &% %"/ie#i%. Po0 eje!p&o2 U# %#"#io !"si%& 5"e %"s( b"e#os 0es"&t%/os 6"e De& Pit% Pit% De& 'GG+ /e Co%Co&%. o So&"i(# /e p0ob&e!%s e# i#st%#t8#e%s /e &% vi/% Re6&ej%# sit"%io#es /e &% vi/% 0e%& po0 !e/io /e %to0es 5"e 0ep0ese#t%# % pe0so#%s o!"#es /0%!%ti@%io#es. E# e&&os %si sie!p0e se p0opo#e "#% so&"i(# % "# p0ob&e!% /e %08te0 pe0so#%&. P%0% eje"t%0&os se 0e5"ie0e /e t%&e#to p0o6esio#%& b"e#os %to0es p%0% o#se"i0 &% 0e/ibi&i/%/.
o
Esti&o /e vi/%
E# e&&os se p0ese#t% % "# "s"%0io = % s" !o/o /e vi/% e# ve@ /e& p0o/"to. Se p0ete#/e %s* &o0%0 &% i/e#ti6i%i(# /e &% %"/ie#i% o# e& pe0so#%je /e& o!e0i%& o bie# /espe0t%0 &% %spi0%i(# % ese esti&o /e vi/%. '. A#i!%i(# So# !"= e6i%es p%0% o!"#i%0 !e#s%jes /i6*i&es, %/e!8s /e 5"e p"e/e# &&e%0 % !e0%/os espei%&i@%/os o!o e& /e &os #ios. Po0 s" p%0te, Robe0t L. i&&i%0/, "# &ee#/%0io est"/ioso /e &% te&evisi(# #o0te%!e0i%#%, &%si6i% &os %#"#ios po0 te&evisi(# e# &%s si"ie#tes %teo0*%s2 o Co!e0i%& /e ve#t% /i0et% C%0%te0i@%/o po0 "# /is"0so i#6o0!%tivo e# e& "%& "# &o"to0, o#/"to0 o %to0 e3p&i%, e3po#e = /es0ibe &%s %0%te0*sti%s /e& p0o/"to, s"s ve#t%j%s, e& tipo /e p0o!oi(# 5"e o60ee e# &% te!po0%/%, &% /"0%i(# /e es% p0o!oi(#, &os p0eios = "#% i#it%i(# % &% o!p0% i#!e/i%t%. o Co!e0i%& testi!o#i%& Se %pe&% % &% i#te0ve#i(# /e "# &ie#te 5"e %testi"% &%s e6i%i% /e& p0o/"to. Se p"e/e 0e"00i0 % "s"%0ios /e& !is!o 5"e 0ep0ese#t%# % &ie#tes o!"#es = o00ie#tes /e &% o!"#i/%/ "#% %!% /e %s%, et. o % "# "s"%0io espei%&i@%/o "# e3pe0to e# e& 80e% /o#/e se %p&i% e& p0o/"to0 "# !7/io, "# psi(&oo, "# %bo%/o, "# /e#tist% o % "# e&eb0i/%/ /e& espet8"&o o /e &os /epo0tes 5"e 0eo!ie#/% e& "so /e& !is!o. Co!e0i%& /0%!%ti@%/o E# este tipo /e o!e0i%& &% %t"%ip"tos (# = &% 6ii(# se %e# p0ese#te, % t0%v7s /e 0ep0ese#t%io#es e# sit"%io#es /0%!%ti@%/%s, /o#/e e& p0o/"to se p0ese#t% "%#/o !e#os e# t0es tipos /e eve#tos2 e# s" "so %soi%/o % "#% i0"#st%#i%, s" "so %soi%/o % "#% %#7/ot%, s" "so %soi%/o o# "#% pe5"e% isto0i% e# &% 5"e est8 p0ese#te "# o#6&ito = "#% so&"i(# %& !is!o. o Co!e0i%& "!o0*stio E# 7& se 0e"00e %& "!o0 p%0% %soi%0 e& p0o/"to o# "# !o!e#to /e 0is% 5"e p"e/e se0 "ti&i@%#/o /os tipos /e o!e/i%2 &% o!e/i% /e sit"%i(# o &% o!e/i% 6*si%. E& % "!o0*stio = e& set p"e/e %e0se p0ese#te p%0% %e %t0%tivo %& %#"#io. o Co!e0i%& !"si%&i@%/o Este tipo /e o!e0i%& se 0e%&i@% o# "#% est0"t"0% e# /o#/e e& p0o/"to se ve %o!p%%/o "%#/o !e#os po0 "#% /e t0es 6o0!%s !"si%&es2 &% o0eo0%6*% o b%i&e, &os /i8&oos %#t%/os = e& "so /e& ji#&e. o Co!e0i%& e/"%tivo Este ?&ti!o tipo /e %#"#io o!e0i%& =% #o &o !e#io#% i&&i%0/ e# s" !8s 0eie#te e/ii(# /e s" &ib0o 1"io#is!o p%0% R%/io, Te&evisi(# = N"evos Me/ios, p"b&i%/% e# e& %o 'GGG, pe0o e# &% /7%/% /e &os sese#t%s, e# s" p0i!e0% o!pi&%i(# sob0e Te&evisi(# = s"s t7#i%s, &o /e6i#*% o!o %5"e& tipo /e o!e0i%& e# e& 5"e se p0ete#/e /%0 "#% 6o0!% /e e#se%#@% sob0e e& p0o/"to e# 0e&%i(# % o!o se "s%, o!o = /e 5"e est8 6%b0i%/o, o!o 6"#io#% e# s" %p&i%i(#. A"#5"e i&&i%0/, 0epeti!os, =% #o &o i#&"=e %t"%&!e#te o!o "# tipo /e o!e0i%&, si #os /%!os "e#t%, e# 0%# p%0te /e &os i#6oo!e0i%&es, &% est0"t"0% /e& o!e0i%& e/"%tivo se %e p0ese#te, % t0%v7s /e o#/"to0es o e3pe0tos 5"e #os !"est0%# o!o
6"#io#% "#% %spi0%/o0% s"pe0 !o/e0#%, "#% es%&e0% !et8&i% !i& "sos, "# so68 %!% 5"e p"e/e te#e0 v%0i%/%s 6o0!%s /e %p&i%i(#, o!o "s%0 "# %p%0%to /e eje0iio %&ist7#io, /e 5"e est8# e%s o o!o /es%00o&&%# s" e6i%i% ie0t%s p*&/o0%s 5"e 0e/"e# &% 0%s% e# e& %b/o!e#... E# s"!%, est8# t0%t%#/o /e e/"%0 %& &ie#te sob0e &%s %0%te0*sti%s /e i/e#ti/%/, o#st0"i(# = %p&i%i(# /e& p0o/"to %#"#i%/o. C%be se%&%0 5"e "%&5"ie0% /e &os tipos /e o!e0i%&es %#tes !e#io#%/os i!p&i% /ive0sos #ive&es /e o!p&eji/%/ /e p0o/"i(# 5"e &os %e# !8s ostosos e# s" 0e%&i@%i(# % !e/i/% 5"e 0e5"ie0e# !8s e&e!e#tos /e p0o/"i(#, t%#to /e pe0so#%& sob0e &% &*#e% o pe0so#%& b%jo &% &*#e%. Fi#%&!e#te, i&&i%0/ o60ee /os &%si6i%io#es /e tipo e#e0%& p%0% &os %#"#ios te&evisivos, 5"e i#&"=e % &os Q tipos %#tes !e#io#%/os, = &%s /e#o!i#%2 A#"#ios p0o!oio#%&es2 <"e so# &os p0opi%!e#te "ti&i@%/os p%0% i#6o0!%0, 0eo0/%0 = pe0s"%/i0 0espeto % "# p0o/"to o!e0i%& p%0% i#0e!e#t%0 s" ve#t% o e#e0%0 %tit"/es 6%vo0%b&es /e& p?b&io p%0% s" %/5"isii(#. A#"#io /e se0viio p?b&io2 <"e so# %5"e&&os 5"e se p0o/"e# po0 p%0te /e i#stit"io#es p?b&i%s, e# espe*6io /isti#t%s i#st%#i%s /e obie0#o, p%0% "!p&i0 "#% 6"#i(# soi%& 5"e !%#te#% i#6o0!%/o %& p?b&io sob0e /ive0s%s %io#es /e be#e6iio e# &%s o!"#i/%/es, o est%/o /e %&e0t% e# p0ese#i% /e si#iest0os o p0ob&e!%s /e epi/e!i%s, et. ). Spot po&*tio Se?# s" %08te0 6o0!%&, &os 6o0!%tos /e spots po&*tios !8s 0ep0ese#t%tivos so# &os si"ie#tes2 o De i/e#ti6i%i(# E# este tipo /e spot, e& #o!b0e /e& %#/i/%to o bie# /e& p%0ti/o se 0epite o#st%#te!e#te p%0% poste0io0!e#te /%0 "#% i#6o0!%i(# s"bse"e#te. E# p%#t%&&% p"e/e %p%0ee0 &% i!%e# /e& %#/i/%to. o De s%#ti/%/ o biospots P0ese#t%# /%tos bio086ios /e& %#/i/%to. I#te#t%# !ost0%0 "#% o00espo#/e#i% e#t0e e& %#/i/%to = &os 0e5"e0i!ie#tos /e& p"esto b"s%/o. De %be@% p%0&%#te o %#"#io /i0eto2 I"%& 5"e e& %#"#io /i0eto o!e0i%&, so&o 5"e e# este %so %p%0ee e& %#/i/%to %b&%#/o pe0so#%& = /i0et%!e#te %& e&eto0%/o. +. Do"!e#t%&es o Ci#e!% ve0it7 O60ee# i!8e#es /e &% vi/% 0e%& /e& %#/i/%to e# %i(#. o Testi!o#i%&es P0ese#t%# % "#% pe0so#% p0o!i#e#te2 po&*tios /e p0estiio, est0e&&%s /e &os !e/ios " ot0%s pe0so#%&i/%/es pop"&%0es %b&%#/o % 6%vo0 /e& %#/i/%to. o!b0e /e &% %&&e2 Es !8s bie# "# s" 6o0!%to /e &os testi!o#i%&es, e# este tipo /e spots, se !"est0% %& e&eto0 p0o!e/io %b&%#/o /e &os &o0os /e& %#/i/%to o /e s" o#esti/%/. A vees &o 5"e se /ie es 60"to /e "# "io#. o Notiiosos Est% 6(0!"&% i#te#t% "ti&i@%0 &% &eiti!i/%/ = 0e/ibi&i/%/ /e &os #otiie0os. Se e!p&e%# e&e!e#tos vis"%&es o p0ese#t%/o0es si!i&%0es % &os /e esos p0o0%!%s. T%!bi7# se "ti&i@%#
o0tes 0e%&es /e #otiie0os o 0eo0tes /e pe0i(/io o!o evi/e#i% /e &% ve0%i/%/ /e& !e#s%je 5"e se 5"ie0e t0%s!iti0. o De %&&8 p%0% %8 Co!ie#@%# o# "# e3t0%to /e &% p0op%%#/% /e& opo#e#te, "=o o#te#i/o es /es!e#ti/o e# &% si"ie#te se"e#i%. o
De 8!%0% eso#/i/%
Se e3%e0% o 0i/i"&i@% %&o 5"e %&?# opo#e#te i@o si# /%0se "e#t% /e 5"e est%b% sie#/o 0%b%/o. /isti#to %& vi/eo es8#/%&o Co!p%0%tivos P0ese#t% &%s /i6e0e#i%s e#t0e e& %#/i/%to = e& !8s 6"e0te /e s"s oposito0es. o To!% /e posii(#
D"0%#te e& pe0*o/o o!p0e#/i/o e#t0e &os %os $+ = $ &% ON1 DEMUS i#te0p"so %#te e& I#stit"to N%io#%& /e De6e#s% /e &% Co!pete#i% = /e &% P0opie/%/ I#te&et"%& e# %/e&%#te INDECOPI"# o#j"#to /e /e#"#i%s o#t0% /ive0s%s %e#i%s /e p"b&ii/%/ po0 s"p"est%s i#60%io#es %& %0t*"&o ) /e& De0eto Leis&%tivo $G++ $ E# to/%s s"s /e#"#i%s &% %io#%#te "estio#( &% "ti&i@%i(# /e &% i!%e# /e &% !"je0 e# %#"#ios p"b&iit%0ios po0 s"p"est% v"&#e0%i(# % &% /i#i/%/ /e &% !"je0 = /e& !%#/%to /e #o /is0i!i#%i(# po0 0%@(# /e se3o 7#e0o. Este ?&ti!o 6"e, e# to/%s &%s /e#"#i%s, e& %0"!e#to !8s es0i!i/o. L% 0esp"est% /e& INDECOPI 6"e sie!p0e &% !is!%2 &%s /e&%0( i#6"#/%/%s, "ti&i@%#/o e# to/%s e&&%s p08ti%!e#te &os !is!os o#si/e0%#/os. E# e& p0ese#te %0t*"&o p&%#te%!os o!o p0ob&e!%s e#t0%&es &% "ti&i@%i(# /e &% i!%e# /e &% !"je0 e# &% p"b&ii/%/, e# 0e&%i(# o# &% /i#i/%/ /e &% pe0so#%, %s* o!o &os &*!ites % &os 5"e est8 s"jet% &% &ibe0t%/ /e e3p0esi(# o!e0i%&. P0ob&e!%s sob0e &os "%&es p&%#te%0e!os "# o#j"#to /e 0e6&e3io#es to!%#/o o!o b%se &os %0"!e#tos /e &% o0%#i@%i(# /e#"#i%#te = &%s o#si/e0%io#es /e& INDECOPI.
L% "ti&i@%i(# /e &% i!%e# /e &% !"je0 e# &% p"b&ii/%/ #o es #e%tiv% e# s* !is!%, si# e!b%0o, 0es"&t% p0ob&e!8ti% e# 0e&%i(# o# #"est0o o#te3to soi%& = "&t"0%&. Nos est%!os 0e6i0ie#/o % 5"e, pese % &os %v%#es #o0!%tivos 5"e se %# /%/o p%0% !ejo0%0 &% o#/ii(# /e &%s !"je0es o!o s"jetos /e /e0eo, o#se0v%!os p%t0o#es t0%/iio#%&es 5"e pe0!ite# 5"e &%
1
Artículo 3 del Decreto Legislativo 1044: "Los anuncios deben respetar la Constitución y las leyes. Ningún anuncio debe favorecer o estimular cualquier clase de ofensa o discriminación racial se!ual soc1al "olítica o religiosa# Los anuncios no deben contener nada que pueda inducir a actividades antisociales, criminales o ilegales o que parezca apoyar, enaltecer o estimular tales actividades».
/is0i!i#%i(# o#t0% %5"e&&%s se pe0pet?e. 10%ves p0ob&e!%s %t"%&es o!o &% vio&e#i% 6%!i&i%0 = se3"%& o /is0i!i#%i(# e# e& 8!bito p?b&io so# "#% !"est0% /e e&&o. P%0% e#o#t0%0 "#% e3p&i%i(# % est% 0e%&i/%/ es i!p0esi#/ib&e %bo0/%0 e& o#epto 7#e0o. L%s "&t"0%s, e# b%se % &%s /i6e0e#i%s 6*si%s e#t0e v%0o#es = !"je0es = to!%#/o o!o eje e#t0%& &% %p%i/%/ 0ep0o/"tiv% /e %5"e&&%s, %# e&%bo0%/o "# o#j"#to /e !%#/%tos = %# 0e%/o e3pet%tiv%s /e o!po0t%!ie#tos /i6e0e#i%/%s p%0% %/% se3o. As*, se0 v%0(# o se0 !"je0, #o s(&o 0espo#/e % %0%te0*sti%s 6*si%s = bio&(i%s se3o, si#o t%!bi7# % &%s o#st0"io#es /e i/e#ti/%/es !%s"&i#%s = 6e!e#i#%s 7#e0o, 5"e se %p0e#/e# % t0%v7s /e "# p0oeso /e soi%&i@%i(# e# e& 5"e i#te0vie#e# /i6e0e#tes %e#tes. As*, &%s o#/iio#es /e /is0i!i#%i(# e# &%s 5"e vive# &%s !"je0es #o so# si#o e& 0es"&t%/o /e es%s o#st0"io#es soi%&es = "&t"0%&es. P%0% e6etos /e& te!% 5"e #os o#ie0#e es /e p%0ti"&%0 i!po0t%#i% to!%0 e# "e#t% (!o es 5"e &%s pe0so#%s %p0e#/e# % /ese!pe%0 e& 0o& /e 7#e0o 5"e se &es % %si#%/o e# b%se % s" se3o, %s* o!o 5"7 = 5"i7#es i#te0vie#e# e# este p0oeso /e %p0e#/i@%je. Dive0sos %"to0es %# %bo0/%/o est% te!8ti%, pe0o &o /io po0 1i//e#s #os p%0ee b%st%#te es&%0ee/o02 9Los %spetos /e %p0e#/i@%je te!p0%#o /e& 7#e0o /e &os #ios so# %si o# to/% se"0i/%/ i#o#sie#tes. P0ee/e# % &% 6%se e# &% 5"e &os #ios so# %p%es /e eti5"et%0se % s* !is!os o!o 9#io: o 9#i%:. U#% se0ie /e &%ves p0ove0bi%&es o#stit"=e# e& /es%00o&&o i#ii%& /e &% o#ie#i% /e 7#e0o. Los %/"&tos v%0o#es = e!b0%s s"e&e# t0%t%0 % &os #ios /e /isti#to !o/o2 &os os!7tios 5"e "s%# &%s !"je0es o#tie#e# ese#i%s /isti#t%s /e &%s 5"e &os #ios %p0e#/e# % %soi%0 o# &os v%0o#es. L% /i6e0e#i% siste!8ti% e# e& vesti0, e& o0te /e pe&o, et., p0opo0io#%# &%ves vis"%&es %& #io e# 6%se /e 0ei!ie#to.: E# este %p0e#/i@%je j"e%# "# p%pe& e#t0%& &os j""etes, &os &ib0os o# i&"st0%io#es = &% te&evisi(#, p"es to/os estos tie#/e# % /est%%0 &% /i6e0e#i% /e %t0ib"tos !%s"&i#os = 6e!e#i#os. T%!bi7# tie#e# "#% i#6&"e#i% i!po0t%#t*si!% &% es"e&%, &%s 0e&%io#es o# &os p%0es = &% 0e&ii(#. Ao0% bie#, este %p0e#/i@%je /e& 7#e0o #o s(&o se /% /"0%#te &% i#6%#i%, si#o 5"e se v% 0e6o0@%#/o e# /i6e0e#tes et%p%s /e& i&o /e vi/% /e &%s pe0so#%s. E# &o 5"e 0espet% %& te!% 5"e est%!os %bo0/%#/o, es i!po0t%#te 0es%&t%0, (!o &os !e/ios /e o!"#i%i(# e#v*%# !e#s%jes 5"e p0o/"e# = 0e6"e0@%# &os !%#/%tos /e 7#e0o. F"&&e0 = R"i@ B0%vo sostie#e# 5"e &os !e#s%jes 5"e se t0%#s!ite# % t0%v7s /e &% te&evisi(# o#stit"=e# 6"e#tes /e o#st0"i(# /e i/e#ti/%/es /e 7#e0o, 5"e est8# e# &os i!ie#tos /e& p0ob&e!% /e &% /is0i!i#%i(# = se0e%i(# %i% &%s !"je0es. L% p"b&ii/%/, obvi%!e#te #o es%p% % e&&o = es e# este se#ti/o 5"e %&"#os est"/ios %# 0es%&t%/o 9&% 6"e0@% si!b(&i% /e &% p"b&ii/%/:.
A#%&i@%#/o &%s /e#"#i%s p&%#te%/%s po0 DEMUS = &%s 0eso&"io#es /it%/%s po0 e& INDECOPI, se p"e/e %p0ei%0 5"e &% /e#"#i%#te %0"!e#t( 5"e e& o#te#i/o /e &os %#"#ios !%te0i% /e &os p0oesos %/!i#ist0%tivos te#*%# "# i!p%to e# &% o#6i"0%i(# /e &%s o#st0"io#es /e 7#e0o si# e!b%0o, &% %"to0i/%/ %/!i#ist0%tiv% #o &e p0est( i!po0t%#i%, %bi7#/o&e p%0ei/o !8s 0e&ev%#te &% &ibe0t%/ /e &os %#"#i%#tes = e& 6"#io#%!ie#to /e& &ib0e !e0%/o si# i#je0e#i% /e p%0te /e& Est%/o e# &% p0ob&e!8ti% e# "esti(#.
E& %#8&isis 5"e i@o e& INDECOPI p%0% /ete0!i#%0 si &os %#"#ios !%te0i% /e &%s /e#"#i%s e0%# o!p%tib&es o# e& it%/o %0t*"&o ) /e& De0eto Leis&%tivo $G++, se e#t0( e# e& %speto /is0i!i#%to0io = #o e# &o 5"e % #"est0o j"iio 0es"&t%b% !8s 0e&ev%#te %?#2 &% /i#i/%/ /e &% pe0so#%, e# p%0ti"&%0 /e &% !"je0. E# e6eto, o#si/e0%!os 5"e e# %/% "#o /e &os p0oe/i!ie#tos %/!i#ist0%tivos se /ebi( p&%#te%0 (!o i#te00o%#te e#t0%& si e& o#te#i/o /e &os %#"#ios p"b&iit%0ios %te#t%b% o#t0% &% /i#i/%/ /e &% !"je0. Si se 0espo#/*% %6i0!%tiv%!e#te, e& &*!ite % &% &ibe0t%/ o!e0i%& o p"b&iit%0i% se "bie0% e#o#t0%/o p&e#%!e#te j"sti6i%/o. Ao0% bie#, #o 0es"&t% se#i&&o ev%&"%0 "# %so /e s"p"est% v"&#e0%i(# % &% /i#i/%/ /e &% pe0so#%, p"es 7st% p&%#te% "#% se0ie /e p0ob&e!%s e i#te00o%#tes /e 0%# 0e&ev%#i%. N"est0o te3to o#stit"io#%&, e# s" %0t*"&o p0i!e0o, e#"#i% 5"e2 9&% /e6e#s% /e &% pe0so#% "!%#% = e& 0espeto /e s" /i#i/%/ so# e& 6i# s"p0e!o /e &% soie/%/ = /e& Est%/o:. E# 0e&%i(# o# est% /isposii(# L%#/% sostie#e 5"e2 9o#stit"=e &% pie/0% %#"&%0 /e &os /e0eos 6"#/%!e#t%&es /e &%s pe0so#%s =, po0 e&&o es e& sopo0te est0"t"0%& /e to/o e& e/i6iio o#stit"io#%&. t%#to /e& !o/e&o po&*tio, o!o /e& !o/e&o eo#(!io = soi%&. E# t%& se#ti/o, 6"#/%!e#t% &os p%08!et0os %3io&(ios = j"0*/ios /e &%s /isposiio#es = %t"%io#es o#stit"io#%&es /e &os po/e0es p?b&ios = /e &os %e#tes eo#(!ios = soi%&es, %s* o!o t%!bi7#. est%b&ee &os p0i#ipios = % s" ve@ &os &*!ites /e &os %&%#es /e &os /e0eos = %0%#t*%s o#stit"io#%&es /e &os i"/%/%#os = /e &%s %"to0i/%/es: As* e#to#es, &% /i#i/%/ o#stit"=e e& p"#to /e p%0ti/% o e& i!ie#to sob0e e& "%& se &ev%#t% to/o Est%/o o#stit"io#%& /e!o08tio = es e& 6"#/%!e#to /e &% o!"#i/%/. Co#stit"=e "# p0ob&e!% /e i!po0t%#te e#ve0%/"0%, &% i!posibi&i/%/ /e %00ib%0 % "# o#epto ?#io = %bso&"to /e &% /i#i/%/. T%& o!o &o se%&% Vo# M"#i2 9es i!posib&e /ete0!i#%0 /e !o/o s%tis6%to0io 5"7 es &% /i#i/%/ /e &% pe0so#% "!%#%, !ie#t0%s 5"e !%#i6iest%!e#te s* es posib&e 6ij%0 "8#/o se &% est8 v"&#e0%#/o:. Si"ie#/o est% &*#e% /e pe#s%!ie#to, L%#/% sostie#e 5"e2 9&% "esti(# /e i#te0p0et%i(# /e "# %so sob0e &% vio&%i(# o &% %6et%i(# o #o
/e &% /i#i/%/ /e &% pe0so#% es o#stit"tiv% #o s(&o /e& o#epto, si#o /e& eje0iio &e*ti!o /e& !is!o. E& o#epto e# "esti(#, e#to#es, tie#e !8s bie# "# si#i6i%/o 0e&%tivo, /e t%& !o/o p"e/e o"00i0 5"e "#% !e/i/% po0 p%0te /e "# po/e0 p?b&io 9p"e/e vio&%0 &% /i#i/%/ /e "#% !"je0, pe0o #o &% /e "# o!b0e> e& !is!o %to est%t%& p"e/e v"&#e0%0 &% /i#i/%/ /e "#% pe0so#% /e e/%/, pe0o #o &% /e "# jove#> &% !is!% !e/i/% /e "# po/e0 p?b&io p"e/e t0%#s0e/i0 &% /i#i/%/ /e "# ivi&, pe0o #o %6et%0 % &% /e "# so&/%/o /"0%#te "# pe0*o/o /e 6o0!%i(#:. esto, % s" ve@, #os o#et% o# "# p0ob&e!% e#t0%& e# to0#o % &% ev%&"%i(# /e %/% %so2 4<"i7# /ie 5"e "#% /ete0!i#%/% i0"#st%#i% es /i#% o i#/i#%; 4Se p"e/e p0ete#/e0 ev%&"%0 %/% %so /e s"p"est% v"&#e0%i(# % &% /i#i/%/, %0"=e#/o &% "ti&i@%i(# /e 0ite0ios #et%!e#te objetivos; Est%s so# %&"#%s /e &%s i#te00o%#tes 5"e estos %sos /e p"b&ii/%/, e# p%0ti"&%0, #os p&%#te%#. No obst%#te, est% /i6i"&t%/, /ebe 5"e/%0 &%0o 5"e &% /i#i/%/ o#stit"=e "# /e0eo j"stii%b&e = e# t%& se#ti/o, po0 s* so&% !e0ee p0otei(# po0 p%0te /e& Est%/o. De ot0o &%/o, &% /ot0i#% i/e#ti6i% "# o#j"#to /e 6"#io#es /e &% /i#i/%/ e# e& ese#%0io o#stit"io#%&, p%0% e6etos /e& p0ese#te %so s(&o v%!os % 0es%&t%0 &% 6"#i(# o0/e#%/o0% /e &% %tivi/%/ /e &os po/e0es p?b&ios = p0iv%/os2 &% &i!it%/o0% e# /i6e0e#tes 0%/os /e i#te#si/%/. esto es, 5"ie# tie#e !8s po/e0 est8 s"jeto % !%=o0 o#t0o&> 5"e es &o !is!o % /ei0 5"e &%s pe0so#%s o e#ti/%/es 5"e o@%# /e !%=o0 po/e0 est8# ob&i%/%s % "# !%=o0 0espeto /e &% /i#i/%/ = e# o#se"e#i%, % "#% !%=o0 6is%&i@%i(# /e& !is!o> = po0 ?&ti!o, &% &ibe0t%0i% 5"e pe0!ite &% %6i0!%i(# /e &% &ibe0t%/ = &% %"to/ete0!i#%i(# /e &% pe0so#% "!%#%. A p%0ti0 /e& %#8&isis /e &os p0oe/i!ie#tos %/!i#ist0%tivos !%te0i% /e o!e#t%0io, % &% &"@ /e &%s t0es 6"#io#es %#tes !e#io#%/%s, se p"e/e %6i0!%0 5"e e& INDECOPI t"vo "#% i#te0ve#i(# o# vist%s % &% p0otei(# /e& &ib0e !e0%/o = #o /e p0otei(# /e &% /i#i/%/ /e &% !"je0. L% p"b&ii/%/ o!e0i%& % si/o /e6i#i/% po0 e& INDECOPI o!o 9"#% 6o0!% /e o!"#i%i(# p?b&i% 5"e b"s% 6o!e#t%0, /i0et% o i#/i0et%!e#te, &% %/5"isii(# /e bie#es o &% o#t0%t%i(# /e se0viios, %pt%#/o o /esvi%#/o &%s p0e6e0e#i%s /e &os o#s"!i/o0es:. Est% 6o0!% /e o!"#i%i(# #o %be /"/% /e 5"e est8 o0/e#%/% po0 e& p0i#ipio /e /i#i/%/ "!%#%, esto es, #o p"e/e o#te#e0 !e#s%jes 5"e &% v"&#e0e#. As*, e#to#es, "%#/o e& %0t*"&o ) /e& De0eto Le"st%tivo $G++ est%b&ee 5"e &os %#"#ios /ebe# 0espet%0 &% Co#stit"i(# = &%s &e=es, #os est8 /iie#/o 5"e &os %#"#ios /ebe# 0espet%0 &% /i#i/%/. Este "!p&e %s*, "#% 6"#i(# o0/e#%/o0% /e &% %tivi/%/ p"b&iit%0i%. E& %#8&isis 0e%&i@%/o po0 e& INDECOPI p%0% 0eso&ve0 &os %sos e# "esti(# 6"e, % #"est0o j"iio, e00%/o p%0% v%&o0%0 si &os %#"#ios 0espet%# o #o e& p0i#ipio /e /i#i/%/. Si 0eo0/%!os 5"e &% /i#i/%/ es "# o#epto "=o o#te#i/o es 0e&%tivo, #o se p"e/e p0ete#/e0 est%#/%0i@%0 &%
i#te0p0et%i(# /e &os o!e0i%&es b%jo 0ite0ios /e 9%#8&isis s"pe06ii%&:, 9Co#s"!i/o0 0%@o#%b&e, et. Sob0e e& p%0ti"&%0 /ebe /est%%0se 5"e &% /ot0i#% o#stit"io#%& % %bo0/%/o %&"#os e&e!e#tos 5"e #os p"e/e# %="/%0 % 0espo#/e02 45"i7# /ei/e si se % p0o/"i/o "#% vio&%i(# % &% /i#i/%/ /e &% pe0so#%; To!%!os &% 0esp"est% /e Vo# M"# 5"e sostie#e 5"e2 9Si e& p0opio %6et%/o es /e &% opi#i(# /e 5"e s" /i#i/%/ #o % si/o vio&%/%, !ie#t0%s 5"e ot0%s pe0so#%s pie#s%# 5"e s* se % p0o/"i/o "#% vio&%i(# /e &% /i#i/%/ /e& %6et%/o, To/%v*% !8s /i6*i& /e e#j"ii%0 &o so# &os %sos e# &os 5"e e& %6et%/o opi#% 5"e s" /i#i/%/ % si/o vio&%/%, !ie#t0%s 5"e "# obse0v%/o0 #e"t0%& &o #ie%.
Resp%&/%/os e# &o /io po0 Vo# M"#, so!os /e &% opi#i(# 5"e e& INDECOPI #o /ebi( "ti&i@%0, p%0% ev%&"%0 si &os %#"#ios %b*%# vio&%/o e& p0i#ipio /e /i#i/%/ "!%#%, "# 0ite0io s"p"est%!e#te objetivo = #e"t0%& o!o se0*% e& /e o#s"!i/o0 0%@o#%b&e, p"es &% /i#i/%/ tie#e "#% /i!e#si(# s"bjetiv% 5"e &% v% /ete0!i#%#/o %/% pe0so#%. E& INDECOPI, #o p"e/e sit"%0se o!o "# ope0%/o0 /e& /e0eo #e"t0%& 5"e p0ete#/% objetiv%0 e& si#i6i%/o /e /i#i/%/ = %&i6i%0 %&o /e /i#o o i#/i#o, p"es e# ?&ti!% i#st%#i% &% /i#i/%/ o!o /e0eo i#/ivi/"%& j"stii%b&e tie#e "#% /i!e#si(# s"bjetiv%, 5"e &% /ete0!i#%/o %/% pe0so#%. Si p%0ti!os, e#to#es, 5"e #o %= "# o#epto ?#io = %bso&"to /e /i#i/%/, si#o 5"e %/% pe0so#% &o /ot% /e "# o#te#i/o p%0ti"&%0, te#e!os 5"e 0eo#oe0 5"e e& 7#e0o i#te0vie#e e# estos o#te#i/os. E# e6eto, &% /i#i/%/ #o p"e/e ve0se /esvi#"&%/% /e &%s %0%te0*sti%s = vive#i%s 5"e tie#e# &%s pe0so#%s e# b%se % s" se3o7#e0o. Dio esto, /e ot0o !o/o, &%s o#st0"io#es /e 7#e0o s"po#e# vive#i%s, pe0epio#es = v%&o0es /isti#tos p%0% v%0o#es = !"je0es. Se0 "#% b"e#% !"je0, es e#te#/i/o soi%&!e#te o!o se0 "#% b"e#% !%/0e = espos%, esto es, est%0 e0% /e &% 6%!i&i%, 0i%0 % &os ijos, #o /es"i/%0 e& o%0, et.> se0 "# b"e# o!b0e, es se0 "# b"e# p%/0ep0ovee/o0. As* e#to#es. &o 5"e es i#/i#o p%0% "#% !"je0, p"e/e #o se0&o p%0% e& v%0(# = se0i% e00%/o. e# o#se"e#i%, 0eso&ve0 "# %so /e s"p"est% v"&#e0%i(# /e /i#i/%/ /e %5"e&&% b%jo e& o#epto /e /i#i/%/ 5"e e& v%0(# p"e/% te#e0. Lo 0e&ev%#te, e#to#es, es %/opt%0 &% pe0spetiv% /e &% v*ti!%. E& INDECOPI e# "#% /e s"s 0eso&"io#es, % p0op(sito /e &% /e#"#i% o#t0% "# %#"#io /e e0ve@%, sostie#e &o si"ie#te, 9Si bie# e& %#"#io !%te0i% /e /e#"#i% !"est0% &%0%!e#te 5"e e&&o #o e5"iv%&e % %6i0!%0 5"e e#e0e e# &os o#s"!i/o0es est*!"&os p%0% /is0i!i#%0 %& 7#e0o 6e!e#i#o si"ie#/o "# p%t0(# !%ist% /ete0!i#%/o, o o#si/e0%0&% o!o "# objeto se3"%& = se0vi&, #i o!o "# bie# /e o#s"!o
68i&!e#te i#te0%!bi%b&e. E# ot0%s p%&%b0%s, p%0% 5"ie#es o#6o0!%0o# e& T0ib"#%& /e& INDECOPI e# e& pe0*o/o i#/i%/o %& i#iio /e este %0t*"&o, e5"ip%0%0 % &% !"je0 o# "#% e0ve@%, #o %6et% % 7st%s. E# e& %#"#io e# e& 5"e se p0ese#t% &% i/e#ti/%/ !"je0e0ve@% % 5"ie# se i/e#ti6i% o# e& p0o/"to. o!o e& p0opio INDECOPI 0eo#oi(, es % &% !"je0. Po0 &%s /i6e0e#i%s /e 7#e0o, "# v%0(# p"e/e #o se#ti0se %6et%/o = !8s bie# "st%0&e e& %#"#io. Si# e!b%0o, "#% !"je0 p"e/e e#o#t0%0 s" o#te#i/o &esivo % s" /i#i/%/, esto ?&ti!o /ebe te#e0 o!o o#se"e#i% "#% i#te0ve#i(# /e& Est%/o. No se p"e/e /ej%0 /e &%/o, %& !o!e#to /e v%&o0%0 &% e3iste#i% /e %tos vio&%to0ios /e &% /i#i/%/, 5"e p0ob%b&e!e#te &%s !"je0es po0 0%@(# /e s"s vive#i%s /e 7#e0o se%# !8s se#sib&es 5"e &os v%0o#es 60e#te % /ete0!i#%/%s i0"#st%#i%s. Res"&t% pe0ti#e#te sob0e este te!% 0eo0/%0 5"e e# e& %so E&&iso# B0%/=, p%0% v%&o0%0 si /ete0!i#%/os eos o#6i"0%b%# "#% sit"%i(# /e osti%!ie#to se3"%& b%jo &% !o/%&i/%/ /e %!bie#te osti&, &% Co0te 5"e 0eso&vi( e& %so se%&( 5"e2 9Nosot0os %/opt%!os &% pe0spetiv% /e &% !"je0 0%@o#%b&e 6"#/%!e#t%&!e#te po05"e 0ee!os 5"e
E# este o0/e# /e i/e%s e& INDECOPI #o /ebi(, p%0% ev%&"%0 &% /i#i/%/, 0eso&ve0 b%jo est8#/%0es s"p"est%!e#te objetivos = #e"t0%&es e# "%#to %& se3o 7#e0o. E# s*#tesis, e# 0e&%i(# o# este p0i!e0 p0ob&e!% 5"e i/e#ti6i%!os, so!os /e &% opi#i(# 5"e e& INDECOPI #o 0eso&vi( to!%#/o e# "e#t% &% /i#i/%/ /e &% pe0so#% b%jo &%s p0e!is%s te(0i%s /e este p0i#ipio = #o %/opt( &% pe0spetiv% /e &% v*ti!%.
L% &ibe0t%/ /e e3p0esi(# o#stit"=e "# te!% b%st%#te se#sib&e = !"%s vees, e& Est%/o se %bstie#e /e i#te0ve#i0 e# /ete0!i#%/%s i0"#st%#i%s, p%0% "i/%0se /e %"s%io#es /e e#s"0% o /e &% vio&%i(# /e est% &ibe0t%/, p"es e&&% 0es"&t% se0 9e& te0!(!et0o p%0% !e/i0 e& #ive& /e &ibe0t%/ = to&e0%#i% e3iste#tes e# "# /ete0!i#%/o 07i!e# po&*tio:. Est% 6%&t% /e i#te0ve#i(# tie#e o!o 0es"&t%/o, !"%s vees, &% /esp0otei(# /e /e0eos 6"#/%!e#t%&es 5"e %# e#t0%/o e# o&isi(# o# &% &ibe0t%/ /e e3p0esi(#. U#o /e &os %0"!e#tos es0i!i/os po0 &% %"to0i/%/ %/!i#ist0%tiv%, p%0% /esesti!%0 &%s /e#"#i%s po0 p"b&ii/%/ se3ist%, % si/o &% /e6e#s% /e &% &ibe0t%/ /e e3p0esi(# /e &os %#"#i%#tes, 60e#te % "%&5"ie0 i#te#to /e e#s"0% o o#t0o& est%t%&. De este !o/o se %
e5"ip%0%/o e# &os 6%&&os /e& INDECOPI e& !e#s%je p"b&iit%0io, o# e& /is"0so po&*tio, e# "%#to % p0otei(# o#stit"io#%& se 0e6ie0e. E& P%to I#te0#%io#%& /e De0eos Civi&es = Po&*tios = &% Co#ve#i(# A!e0i%#% /e De0eos "!%#os, WW/e6i#e# &% &ibe0t%/ /e e3p0esi(# o!o &% &ibe0t%/ /e b"s%0, 0eibi0 = /i6"#/i0 i#6o0!%i(# /e to/% *#/o&e, si# o#si/e0%i(# /e 60o#te0%s, e# 6o0!% o0%&, es0it% o po0 "%&5"ie0 ot0o p0oe/i!ie#to /e s" e&ei(#: L% Co0te i#te0%!e0i%#% /e De0eos "!%#os % soste#i/o e# 0e&%i(# o# &% &ibe0t%/ /e e3p0esi(# &o si"ie#te2
Co#stit"=e "# /e0eo /e to/% pe0so#% e& #o se0 %0bit0%0i%!e#te !e#os%b%/o o i!pe/i/o /e !%#i6est%0 s" p0opio pe#s%!ie#to.
J"#to o# &o %#te0io0, i!po0t% t%!bi7# "# /e0eo o&etivo % 0eibi0 i#6o0!%i(# = % o#oe0 &% e3p0esi(# /e &%s opi#io#es, i/e%s o p"#tos /e vist% %je#os. I#&"=e t%!bi7# e& /e0eo % "ti&i@%0 "%&5"ie0 !e/io %p0opi%/o p%0% &% /i6"si(# = &&e%0 % &% !%=o0*% /e &os /esti#%t%0ios.
De &o %#te0io0 se o&ie 5"e &ibe0t%/ /e e3p0esi(#, o!"#i%i(#, opi#i(# = /e0eo % &% i#6o0!%i(# tie#e# "#% est0e% vi#"&%i(#. Ao0% bie#, OXe# Fisis #os %e ve0 o# &%0i/%/ 5"e &% &ibe0t%/ /e e3p0esi(# p"e/e se0 !%te0i% /e "#% i#te0ve#i(# /e& po/e0 est%t%&. "%#/o se p0ete#/e %e0 p0ev%&ee0 o#t0%v%&o0es, po0 eje!p&o. &%s e3p0esio#es /e o/io o &% po0#o0%6*%. E& 6"#/%!e#to /e &% i#te0ve#i(# /e& Est%/o se0*% e& /e eje0e0 po/e0 /e po&i*% o# e& p0op(sito /e p0o!ove0 "# 6i# p?b&io v%&ioso. As*, p%0% Fisis, &% &ibe0t%/ /e e3p0esi(# 9i!p&i% "#% o#epi(# est0"t"0%/% = o0%#i@%/% /e &% &ibe0t%/, "#% o#epi(# 5"e 0eo#oe ie0tos &*!ites 5"e /e6i#e# &o 5"e /ebe se0 i#&"i/o = &o 5"e /ebe se0 e3&"i/o. Est% es &% teo0*% sob0e "=% b%se se pe0!ite % vees %& Est%/o 0e"&%0 &% e3p0esi(# /e opi#io#es %& objeto /e p0otee0 &% se"0i/%/ #%io#%& o e& i#te07s p?b&io, As* p"es, &% &ibe0t%/ /e e3p0esi(# #o tie#e o!o o#se"e#i% &% e3ie#i% /e "# Est%/o &i!it%/o, !8s bie# e& Est%/o j"e% "# p%pe& i!po0t%#te p%0% %se"0%0 &% i"%&/%/ = &ibe0t%/. Los &i#e%!ie#tos e&%bo0%/os po0 e& INDECOPI sob0e o!pete#i% /es&e%& = p"b&ii/%/ o!e0i%& "bi%# % &% %tivi/%/ p"b&iit%0i% o!o "#% !%#i6est%i(# /e &% &ibe0t%/ /e e3p0esi(# o!e0i%&. A t0%v7s /e est%, sostie#e e& INDECOPI, 9Se 6o!e#t% !%=o0 o!pete#i%, p"es o# e&&% se %0%#ti@% 5"e &os %e#tes /e& !e0%/o %%# "so /e &% 0e%tivi/%/ p%0% /i6"#/i0 s"s !e#s%jes e# &% 6o0!% 5"e o#si/e0e# !8s %/e"%/% % s"s i#te0eses, e#e0%#/o /e est% !%#e0% "# !%=o0 6&"jo /e i#6o0!%i(# = !8s opi#io#es p%0% 5"e e& o#s"!i/o0 p"e/% s%tis6%e0 s"s #eesi/%/es. De o#6o0!i/%/ o# &o e3p"esto, &os %#"#i%#tes tie#e# e&
/e0eo % /i6"#/i0 s"s !e#s%jes p"b&iit%0ios /e &% !%#e0% 5"e o#si/e0e# !8s %/e"%/% % s"s i#te0eses &ibe0t%/ /e e3p0esi(# o!e0i%&Y, E# &os %sos !%te0i% /e &%s /e#"#i%s =% !e#io#%/%s, e& NDECOPI o#si/e0( 5"e e# "%&5"ie0 &i!it%i(# 5"e se p0ete#/% i!po#e0 % "# %#"#io, o#stit"=e "# 0eo0te % &% &ibe0t%/ /e e3p0esi(#. Esto, % #"est0o j"iio, es p%0i%&!e#te ie0to. E# p0i!e0 &"%0, &% &ibe0t%/ /e e3p0esi(# i!p&i% "# !%=o0 8!bito /e p0otei(# 5"e &% &ibe0t%/ /e e3p0esi(# o!e0i%&. As*, #o se p"e/e o!p%0%0 &% &ibe0t%/ /e e!iti0 "# %#"#io p"b&iit%0io o# &% &ibe0t%/ /e /%0 "# /is"0so po&*tio. L% p"b&ii/%/ o!e0i%& se vi#"&% o# &% e!p0es% = e& !e0%/o. Est% o#e3i(# !8s 5"e 0e6o0@%0 &% &ibe0t%/ &% /is!i#"=e. Si# e!b%0o, 9"%#/o &% o!"#i%i(# se sit?% e# e& 8!bito po&*tio s"e/e to/o &o o#t0%0io. L% /i!e#si(# i#/ivi/"%& /e &% &ibe0t%/, s" vi#"&%i(# o# &% /i#i/%/ /e &% pe0so#% se 0e6"e0@% %& e#t0%0 e# o#e3i(# o# e& p&"0%&is!o po&*tio, o# &% p%0tiip%i(# po&*ti%, =, e# s"!%, o# e& p0i#ipio /e!o08tio. E# o#se"e#i%, &os %#"#ios !%te0i% /e &% /e#"#i% %#te e& INDECOPI se e#"e#t0%# p0otei/o o#stit"io#%&!e#te po0 &% &ibe0t%/ /e e3p0esi(#, pe0o /e "#% !%#e0% !8s /7bi&. De t%& !%#e0% 5"e, si se t0%t% /e 0eso&ve0 e& p0ob&e!% % p%0ti0 /e &% i/e#ti6i%i(# /e "#% o&isi(# /e /e0eos2 /i#i/%/ ve0s"s &ibe0t%/ /e e3p0esi(# o!e0i%&, &os p0i!e0os /ebe# p0ev%&ee0 = se0*% &e*ti!% &% %t"%i(# /e& INDECOPI p%0% &i!it%0 &os o#te#i/os /e#i0%to0ios.
E# este p"#to, = % !%#e0% /e o#&"si(#, v%!os % 0es%&t%0 %&"#os /e &os o#si/e0%#/os /e& INDECOPI, 5"e se 0epitie0o# /e !%#e0% o#st%#te e# %si to/os &os p0oe/i!ie#tos %/!i#ist0%tivos sob0e 9p"b&ii/%/ se3ist%, o# e& p0op(sito /e o#t0%st%0&os o# &o 5"e /ebie0o# se0 !8s bie# &os 0ite0ios /e so&"i(# % &% &"@ /e &% /i#i/%/.
NORMAS QUE REGULAN LA PUBLICIDAD COMERCIAL
$Q.$. Co#siste# e# &% 0e%&i@%i(# /e %tos 5"e te#%# o!o e6eto, 0e%& o pote#i%&, i!pe/i0 5"e e& /esti#%t%0io /e &% p"b&ii/%/ &% 0eo#o@% &%0%!e#te o!o t%&. $Q.'. Co#stit"=e "#% i#obse0v%#i% % este p0i#ipio /i6"#/i0 p"b&ii/%/ e#"bie0t% b%jo &% %p%0ie#i% /e #otii%s, opi#io#es pe0io/*sti%s o !%te0i%& 0e0e%tivo, si# %/ve0ti0 /e !%#e0% &%0% s" #%t"0%&e@% p"b&iit%0i%. Es /ei0, si# o#si#%0 e3p0es% = /est%%/%!e#te 5"e se t0%t% /e "# p"b&i00epo0t%je o "# %#"#io o#t0%t%/o.
$.$. Co#siste# e# &% /i6"si(# /e p"b&ii/%/ 5"e #o 0espete &%s #o0!%s i!pe0%tiv%s /e& o0/e#%!ie#to j"0*/io 5"e se %p&i%# % &% %tivi/%/ p"b&iit%0i%. $.'. Co#stit"=e "#% i#obse0v%#i% /e este p0i#ipio e& i#"!p&i!ie#to /e "%&5"ie0 /isposii(# seto0i%& 5"e 0e"&e &% 0e%&i@%i(# /e &% %tivi/%/ p"b&iit%0i% 0espeto /e s" o#te#i/o, /i6"si(# o %&%#e. $.). E# p%0ti"&%0, e# p"b&ii/%/ o#stit"=e# %tos o#t0% e& p0i#ipio /e &e%&i/%/ &os si"ie#tes2 % O!iti0 &% %/ve0te#i% % &os o#s"!i/o0es sob0e &os p0i#ip%&es 0iesos 5"e i!p&i% e& "so o o#s"!o /e p0o/"tos pe&i0osos %#"#i%/os> b O!iti0 &% p0ese#t%i(# /e& p0eio tot%& /e "# bie# o se0viio si# i#&"i0 &os t0ib"tos %p&i%b&es = to/o %0o %/iio#%& i#/ispe#s%b&e p%0% s" %/5"isii(#, "%#/o e& p0eio es %#"#i%/o>
O!iti0 e& e5"iv%&e#te /e& p0eio e# !o#e/% #%io#%& e# %0%te0es i/7#tios = /e t%!%o e5"iv%&e#te % &os 5"e p0ese#te# e& p0eio /e "# bie# o se0viio e# !o#e/% e3t0%#je0%, "%#/o 7ste es %#"#i%/o> / O!iti0 e# %5"e&&os %#"#ios 5"e o60e@%# /i0et%!e#te, p0ese#t%#/o t%s%s /e i#te07s, &% 0e%&i@%i(# /e ope0%io#es 6i#%#ie0%s p%siv%s o %tiv%s, &% o#si#%i(# /e &% t%s% /e i#te07s e6etiv% %#"%& %p&i%b&e = /e& !o#to = /et%&&e /e "%&5"ie0 %0o %/iio#%& %p&i%b&e> e O!iti0 e# %5"e&&os %#"#ios 5"e o60e@%# /i0et%!e#te p0o/"tos o# p0eios /e ve#t% %& 07/ito, &% o#si#%i(# /e& i!po0te /e &% "ot% i#ii%& si es %p&i%b&e %& %so, /e& !o#to tot%& /e &os i#te0eses, /e &% t%s% /e i#te07s e6etiv% %#"%& %p&i%b&e %& p0o/"to %#"#i%/o = /e& !o#to = /et%&&e /e "%&5"ie0 %0o %/iio#%& %p&i%b&es> 6 O!iti0, e# %/% "#o /e &os %#"#ios 5"e /i6"#/%# p"b&ii/%/ /e p0o!oio#es /e ve#t%s, &% i#/i%i(# &%0% /e s" /"0%i(# = &% %#ti/%/ !*#i!% /e "#i/%/es /ispo#ib&es /e p0o/"tos o60ei/os> =, O!iti0 e# e& %so /e %#"#ios /e se0viios te&e6(#ios /e v%&o0 %%/i/o &% i#/i%i(# &%0% /e& /esti#o /e &% &&%!%/%, &% t%0i6% = e& o0%0io e# 5"e /i% t%0i6% es %p&i%b&e. E# e& %so /e &os &ite0%&es / = e, &os %#"#i%#tes /ebe# o#si#%0 e# e& %#"#io /e 5"e se t0%te, se?# o00espo#/%, &% t%s% /e osto e6etivo %#"%& %p&i%b&e %2 i &% ope0%i(# 6i#%#ie0% %tiv% si 7st% % si/o %#"#i%/% b%jo siste!% /e "ot%s, "ti&i@%#/o "# eje!p&o e3p&i%tivo> o, ii &% ve#t% %& 07/ito %#"#i%/%. Asi!is!o, /ebe08# o#si#%0 e& #?!e0o /e "ot%s o p%os % 0e%&i@%0 = s" pe0io/ii/%/ si e&&o 6"e0% %p&i%b&e %& %so. Los %#"#i%#tes, si# e!b%0o, po/08# po#e0 % /isposii(# /e &os o#s"!i/o0es % &os 5"e se /i0ie e& %#"#io &% i#6o0!%i(# o!p&e!e#t%0i% i#/i%/% e# este p800%6o !e/i%#te "# se0viio 0%t"ito /e 68i& %eso 5"e &es pe0!it% i#6o0!%0se, /e !%#e0% p0o#t% = s"6iie#te. E# &os %#"#ios /ebe i#/i%0se &%0% = e3p0es%!e#te &% e3iste#i% /e est% i#6o0!%i(# = &%s 0e6e0e#i%s /e &o%&i@%i(# /e /io se0viio.
Co#siste# e# &% /i6"si(# /e p"b&ii/%/ 5"e te#% po0 e6eto2 A I#/"i0 % &os /esti#%t%0ios /e& !e#s%je p"b&iit%0io % o!ete0 "# %to i&e%& o "# %to /e /is0i!i#%i(# " o6e#s% po0 !otivo /e o0ie#, 0%@%, se3o, i/io!%, 0e&ii(#, opi#i(#, o#/ii(# eo#(!i% o /e "%&5"ie0 ot0% *#/o&e> B P0o!oio#%0 se0viios /e o#te#i/o e0(tio % "# p?b&io /isti#to %& %/"&to. L% /i6"si(# /e este tipo /e p"b&ii/%/ so&%!e#te est8 pe0!iti/% e# p0e#s% es0it% /e i0"&%i(# 0est0i#i/% p%0% %/"&tos =, e# e& %so /e 0%/io =o te&evisi(#, /e#t0o /e& o0%0io /e "#% $2GG % i#o 2GG o0%s.
$.$. E& /es%00o&&o /e %tivi/%/ p"b&iit%0i% pe0!ite e& eje0iio /e &% &ibe0t%/ /e e3p0esi(# e# &% %tivi/%/ e!p0es%0i%& = es ve*"&o /e &% &ib0e i#ii%tiv% p0iv%/% 5"e %0%#ti@% &% Co#stit"i(# Po&*ti% /e& Pe0?. $.'. E& eje0iio /e &% &ibe0t%/ /e e3p0esi(# e!p0es%0i%& #o /ebe si#i6i%0 &% 0e%&i@%i(# /e %tos /e o!pete#i% /es&e%& 5"e %6ete# o &i!ite# e& %/e"%/o 6"#io#%!ie#to /e& p0oeso o!petitivo e# "#% eo#o!*% soi%& /e !e0%/o, #i 5"e %6ete# e& /e0eo % &% i#6o0!%i(# sob0e &os bie#es = se0viios 5"e o00espo#/e % &os o#s"!i/o0es, o#6o0!e % &o %0%#ti@%/o po0 &% Co#stit"i(# Po&*ti% /e& Pe0?.
E# e& eje0iio /e &% %tivi/%/ p"b&iit%0i% se e#"e#t0% pe0!iti/o e& "so /e& "!o0, &% 6%#t%s*% = &% e3%e0%i(#, e# &% !e/i/% e# 5"e t%&es 0e"0sos #o o#6i"0e# %tos /e o!pete#i% /es&e%&. C%p*t"&o II C0ite0ios p%0% &% /ete0!i#%i(# /e 0espo#s%bi&i/%/
'$.$. L% p"b&ii/%/ es ev%&"%/% po0 &% %"to0i/%/ te#ie#/o e# "e#t% 5"e es "# i#st0"!e#to p%0% p0o!ove0 e# e& /esti#%t%0io /e s" !e#s%je, /e 6o0!% /i0et% o i#/i0et%, &% o#t0%t%i(# o e& o#s"!o /e bie#es o se0viios. '$.'. Di% ev%&"%i(# se 0e%&i@% sob0e to/o e& o#te#i/o /e "# %#"#io, i#&"=e#/o &%s p%&%b0%s = &os #?!e0os, %b&%/os = es0itos, &%s p0ese#t%io#es vis"%&es, !"si%&es = e6etos so#o0os, o#si/e0%#/o 5"e e& /esti#%t%0io /e &% p"b&ii/%/ 0e%&i@% "# %#8&isis i#te0%& = s"pe06ii%& /e %/% %#"#io p"b&iit%0io 5"e pe0ibe. E# e& %so /e %!p%%s p"b&iit%0i%s, 7st%s so# %#%&i@%/%s e# s" o#j"#to, o#si/e0%#/o &%s p%0ti"&%0i/%/es /e &os %#"#ios 5"e &%s o#6o0!%#.
L% p"b&ii/%/ #o 0e5"ie0e /e %"to0i@%i(# o s"pe0visi(# p0evi% % s" /i6"si(# po0 p%0te /e %"to0i/%/ %&"#%. L% s"pe0visi(# p%0% e& "!p&i!ie#to /e est% Le= se e6et?% ?#i%!e#te sob0e p"b&ii/%/ 5"e % si/o /i6"#/i/% e# e& !e0%/o.
').$. L% 0espo#s%bi&i/%/ %/!i#ist0%tiv% 5"e se /e0iv% /e &% o!isi(# /e %tos /e o!pete#i% /es&e%& % t0%v7s /e &% p"b&ii/%/ o00espo#/e, e# to/os &os %sos, %& %#"#i%#te.
').'. Es t%!bi7# 0espo#s%b&e %/!i#ist0%tiv%!e#te, e# "%#to &e o00espo#/e = /e !%#e0% i#/ivi/"%&, e& !e/io /e o!"#i%i(# soi%&, po0 &% o!isi(# /e %tos /e o!pete#i% /es&e%& 5"e i#60i#e# #o0!%s /e /i6"si(# 5"e 0e"&%#, o#/iio#%# o p0o*be# &% o!"#i%i(# /e /ete0!i#%/os o#te#i/os o &% p"b&ii/%/ /e /ete0!i#%/os tipos /e p0o/"tos. Est% 0espo#s%bi&i/%/ es i#/epe#/ie#te /e %5"7&&% 5"e o00espo#/e %& %#"#i%#te. ').). A/iio#%&!e#te, o00espo#/e 0espo#s%bi&i/%/ %/!i#ist0%tiv% % &% %e#i% /e p"b&ii/%/ "%#/o &% o!isi(# /e %tos /e o!pete#i% /es&e%& se e#e0e po0 "# o#te#i/o p"b&iit%0io /isti#to /e &%s %0%te0*sti%s p0opi%s /e& bie# o se0viio %#"#i%/o. Est% 0espo#s%bi&i/%/ es i#/epe#/ie#te /e %5"7&&% 5"e o00espo#/e %& %#"#i%#te.
.$. C"%&5"ie0 pe0j"/i%/o po0 %tos /e o!pete#i% /es&e%& /e&%0%/os po0 &% Co!isi(# o, e# s" %so, po0 e& T0ib"#%&, po/08 /e!%#/%0 %#te e& Po/e0 J"/ii%& &% p0ete#si(# ivi& /e i#/e!#i@%i(# po0 /%os = pe0j"iios o#t0% &os 0espo#s%b&es i/e#ti6i%/os po0 e& INDECOPI. .'. <"ie#es %=%# si/o /e#"#i%/os te!e0%0i% o 6%&s%!e#te, o# /o&o o #e&ie#i%, t%!bi7# po/08# eje0it%0 /i% %i(#.
P%0% e6etos /e est% Le= se e#te#/e08 po02 % to/% pe0so#%, #%t"0%& o j"0*/i%, 5"e b0i#/e se0viios /e /iseo, o#6ei(#, o0%#i@%i(# =o eje"i(# /e %#"#ios = ot0%s p0est%io#es p"b&iit%0i%s> 2 % &% "#i/%/ /e /i6"si(# p"b&iit%0i%> % to/% pe0so#%, #%t"0%& o j"0*/i%, 5"e /es%00o&&% %tos "=o e6eto o 6i#%&i/%/ /i0et% o i#/i0et% se% o#"00i0 e# e& !e0%/o = 5"e, po0 !e/io /e &% /i6"si(# /e p"b&ii/%/, se p0opo#e2 i i&"st0%0 %& p?b&io, e#t0e ot0os, %e0% /e &% #%t"0%&e@%, %0%te0*sti%s, p0opie/%/es o %t0ib"tos /e &os bie#es o se0viios "=% p0o/"i(#, i#te0!e/i%i(# o p0est%i(# o#stit"=e e& objeto /e s" %tivi/%/> o, ii !otiv%0 t0%#s%io#es p%0% s%tis6%e0 s"s i#te0eses e!p0es%0i%&es> % to/% 6o0!% /e o!"#i%i(# /i6"#/i/% % t0%v7s /e "%&5"ie0 !e/io o sopo0te, = objetiv%!e#te %pt% o /i0ii/% % p0o!ove0, /i0et% o i#/i0et%!e#te, &% i!%e#, !%0%s, p0o/"tos o se0viios /e "#% pe0so#%, e!p0es% o e#ti/%/ e# e& eje0iio /e s" %tivi/%/ o!e0i%&, i#/"st0i%& o p0o6esio#%&, e# e& !%0o /e "#% %tivi/%/ /e o#"00e#i%, p0o!ovie#/o &% o#t0%t%i(# o &% 0e%&i@%i(# /e t0%#s%io#es p%0% s%tis6%e0 s"s i#te0eses e!p0es%0i%&es>
% &os %#"#ios /i6"#/i/os, e# "# !is!o esp%io eo086io = te!po0%&, po0 e& !is!o %#"#i%#te, % t0%v7s /e /ive0sos !e/ios t%&es o!o te&evisi(#, 0%/io, %t8&oos /e ve#t%s, 6o&&etos, /i%0ios, 0evist%s, p%#e&es e I#te0#et, e#t0e ot0os, 0espeto /e &os !is!os p0o/"tos = p0ese#t%#/o e& !is!o !e#s%je p"b&iit%0io p0i#ip%&> 2 % to/% pe0so#%, #%t"0%& o j"0*/i%, 5"e b0i#/e se0viios e# "%&5"ie0% /e &%s 6o0!%s % t0%v7s /e &%s "%&es es 6%tib&e /i6"#/i0 p"b&ii/%/, =% se% /e !%#e0% pe0so#%&i@%/% o i!pe0so#%&, e# e& te00ito0io #%io#%&, po0 !e/ios t%&es o!o o00espo#/e#i%, te&evisi(#, 0%/io, te&76o#o, I#te0#et, 6%s*!i&, /i%0ios, 0evist%s, %6ies, p%#e&es, vo&%#tes o "%&5"ie0 ot0o !e/io 5"e p0o/"@% "# e6eto /e o!"#i%i(# si!i&%0> 2 % to/% #o0!% 0e6e0i/% % &%s %0%te0*sti%s, !o/%&i/%/es = p0oibiio#es /e &% /iv"&%i(# %& p?b&io /e &% p"b&ii/%/, o# e3epi(# /e %5"7&&%s 0e6e0i/%s % &% "bi%i(# 6*si% /e %#"#ios, &%s "%&es tie#e# 6i#%&i/%/ /e o0/e# "0b%#*stio = #o /e 0e"&%i(# /e& !e#s%je p"b&iit%0io> % to/% %5"e&&% %i(# /esti#%/% % i#e#tiv%0 &% t0%#s%i(# sob0e bie#es o se0viios e# o#/iio#es /e o6e0t% e3epio#%&es = te!po0%&es, 5"e %p%0ee# o!o !8s ve#t%jos%s 0espeto /e &%s o#/iio#es /e &% o6e0t% o0/i#%0i% o est8#/%0. P"e/e o#sisti0 e# 0e/"i(# /e p0eios, i#0e!e#to /e %#ti/%/, o#"0sos, so0teos, %#jes " ot0os si!i&%0es> 2 % to/% p"b&ii/%/ 6ij%/% e# e& e!p%5"e, e# e& e#v%se o e# e& "e0po /e& p0o/"to. E& 0ot"&%/o #o tie#e #%t"0%&e@% p"b&iit%0i%, po0 &o 5"e %& #o o#si/e0%0se p"b&ii/%/ e# p0o/"to est8 6"e0% /e& 8!bito /e %p&i%i(# /e est% Le=> % to/% p"b&ii/%/ 5"e p"e/e se0 pe0ibi/% po0 e& o#s"!i/o0 o!o "#% !%#i6est%i(# /e &%s opi#io#es, 0ee#i%s, /es"b0i!ie#tos o e3pe0ie#i%s /e "# testio, % %"s% /e 5"e se i/e#ti6i5"e e& #o!b0e /e &% pe0so#% 5"e 0e%&i@% e& testi!o#i%& o 7st% se% i/e#ti6i%b&e po0 s" 6%!% o #oto0ie/%/ p?b&i%> % &% i#6o0!%i(# b8si% o!e0i%&, o#siste#te e# &os /%tos, i#st0"tivos, %#tee/e#tes o i#/i%io#es 5"e e& p0ovee/o0 s"!i#ist0% %& o#s"!i/o0, e# "!p&i!ie#to /e "#% #o0!% j"0*/i% o e# vi0t"/ % est8#/%0es /e %&i/%/ 0eo!e#/%b&es, e3p0es%/os e# t70!i#os #e"t0os o !e0%!e#te /es0iptivos, si# v%&o0%io#es o %p0ei%io#es sob0e &%s %0%te0*sti%s o be#e6iios 5"e &% i#6o0!%i(# %po0t% %& p0o/"to, es /ei0, si# &% 6i#%&i/%/ /e p0o!ove0 s" %/5"isii(# o o#s"!o> =, % to/% pe0so#% #%t"0%& o j"0*/i%, /e /e0eo p?b&io o p0iv%/o, /isti#t% /e &% /e#"#i%#te, "=%s opi#io#es, 0ee#i%s, /es"b0i!ie#tos o e3pe0ie#i%s so# p0ese#t%/%s e# p"b&ii/%/.
ALE-H, Robe0t. Co#stit"io#%&es, $.
M%/0i/2 Ce#t0o /e Est"/ios
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Li!%2 A0% E/ito0es, 'GG'. B%0e&o#%2 1e/is%, $.
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RODR[1UEZ PI]ERO, Mi"e& = FERN\NDEZ, M%0*% Fe0#%#/%. M%/0i/2 Te#os, $Q. RU[Z BRAVO, P%t0ii%. WWU#% %p0o3i!%i(# %& o#epto /e 7#e0o, e#2 Li!%2 De6e#so0*% /e& P"eb&o, $, pp. $)$$+. RUIZ1IMENEZ, Jo%5"*#. WWA0t*"&o $G2 De0eos F"#/%!e#t% &es /e &% pe0so#%:, e#2 Co0tes 1e#e0%&es. E/ito0i%&es /e De0eo Re"#i/%s, pp. )$G). LANDA, C7s%0. 9Di#i/%/ /e &% pe0so#% "!%#%:, e#2 pp.$ O '.
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PRIORI, 1iov%##i. WWL% t"te&% j"0is/iio#%& /e &os De0eos Di6"sos2 "#% %p0o3i!%i(# /es/e e& /e0eo p0oes%& o#stit"io#%&:, e#2 PRIORI, 1iov%##i = BUSTAMANTE, Re=#%&/o. Li!%2 A0% E/ito0es, $. VON MUNC, &#o. WWL% /i#i/%/ /e& o!b0e e# e& De0eo Co#stit"io#%&, e#2 M%/0i/2 Ce#t0o /e Est"/ios Co#stit"io#%&es. N"! , M%=o %osto.
