Organic Law for the Defense of the Consumer and Digital Marketing

Abstract

The Organic Law of Consumer Defense establishes the right to consumer protection that arises from the need to solve the problems that modern consumption represents in the face of digital marketing in the commercialization of products and services through online stores located on digital platforms. It is of great interest for consumers to know the veracity and transparency of the information and thus adherence to the effectiveness of the regulations embodied in advertising through what is mentioned as characteristics, terms and conditions of marketing. In this sense, the objective of this research is to examine marketing measures applied to digital marketing, the digital media used for commerce and the effectiveness of the Organic Law for the Defense of the Consumer. This research is framed within a methodological approach of comparative legal, legal and historical analysis, with a design and level of non-experimental and documentary bibliographic research, respectively. The analysis was oriented on the main digital media selected for the commercialization of products and services, identifying customer and company advantages - B2C (Business-to-Consumer) in which organizations focus their products and services to the customer / end consumer; so also in the norm that regulates consumer - supplier relationships. The investigation will get to know the most used social media for digital commerce, inferring that there are a large number of consumers who are the object of deceptive marketing. It was concluded that, in Ecuador, the Organic Law of Consumer Defense protects consumers and penalizes suppliers of products or services that fail to comply with their offer, which allows demonstrating that the legal norm is effective.