Focus on Advertising and Marketing Law in Mexico

Mexico has many authorities that regulate advertising matters, including COFEPRIS, the Mexico Patent Office and, most importantly, Profeco, which is the Mexican FTC.

Profeco is the most important and broadest authority regarding advertising matters. Advertising is divided into many laws and many different regulations, which vary depending on the specific product or the specific marketing. Profeco is important because it usually tries to take two things into consideration: that consumers receive verifiable, truthful information about the products or services they are obtaining, and that any promotions or benefits are clearly explained.

Profeco published some specific regulations for influencers in August this year, but such guidelines are not binding so it will be interesting to see how Profeco enforces their implementation.