The Superintendency of Industry and Commerce (SIC) recently
defined the rules applicable to loyalty programs in Colombia.
Loyalty programs that attract consumers to products or services
by providing benefits, such as points, are categorized as
"offers and promotions with incentives" buy the Consumer
Statute.
Those who promote or publicize loyalty programs are governed by
the rules of the Consumer Statute and the Single Circular of the
Superintendence of Industry and Commerce in order to avoid acts of
deception to consumers through pieces of misleading
advertising.
All advertising material, including loyalty plans created by the
producer or supplier of a product or service, must provide the
consumer with sufficient, clear, truthful, timely and accurate
information regarding the products they offer in market.
