Commercial traffic in the XXI century has opened the possibility of trade globalization and the advantages and disadvantages of this model. In development of the mass in the products and services offered to consumers, the media play a crucial role. Not only because in this way spreads massively announcements of products and services offered, but in addition, advertising determined fundamental and almost exclusively, rational decisions of individuals who consume such products and services.

That is why the national authorities have developed an extensive catalog of rights to address situations such as misleading advertising, but have not stopped there, but have also tended that the information that companies provide consumers and users are sufficient, truthful, complete and undistorted reality. What rights can fit to consumers by misleading advertising?

There are few instances in which companies, in an effort to increase profits in their industry, they use incomplete information, and of course misleading advertising, which they use to reach out to unsuspecting and gullible consumers who in good faith are subjected to deception because of such advertising. That’s why they need to know their rights in general.

No one would doubt that the consumers have the right to receive accurate and sufficient information, and state control over advertising and information provided consumers to found them rational consumption decisions. In this order of ideas, there can be no advertising or information that does or can do to incur in error to the consumer, as this one would be missing logical legal requirements set out in our legal system.

When the consumers suffer an economic or moral damage because of this information, they will have to come to the media that the law puts at his disposal, which are concurrent and extensive as the legal actions and administrative complaints, according to the case.