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The purpose of this article is to analyze ethical business marketing in the sales process in the face of misleading advertising, based on the legal norms of Panama. The methodology included in the research has a qualitative, documentary, descriptive approach. The results highlighted allude that the advertiser has the responsibility to ensure that the information provided is accurate and not misleading, as well as that it should not be presented in a way that can be easily misinterpreted, it also implies that the information presented should not only be accurate, but also demonstrable and verifiable when necessary. Advertising relating to offers, promotions, rebates, discounts, special conditions or similar circumstances must indicate the duration of these or the minimum number of units being offered. Otherwise, the supplier is obliged to provide consumers who request it with the products or services offered under the conditions indicated. In conclusion, it can be highlighted that the regulations highlight the obligation of advertisers to adjust their messages to the truth, avoiding misrepresentations that may mislead or confuse consumers.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
