{"id":2911,"date":"2026-04-28T15:31:04","date_gmt":"2026-04-28T21:31:04","guid":{"rendered":"https:\/\/tls.cr\/?p=2911"},"modified":"2026-05-12T18:37:34","modified_gmt":"2026-05-13T00:37:34","slug":"competencia-desleal-costa-rica","status":"publish","type":"post","link":"https:\/\/tls.cr\/en\/noticias\/competencia-desleal-costa-rica\/","title":{"rendered":"La Competencia Desleal: la nueva publicidad en Costa Rica"},"content":{"rendered":"

La evoluci\u00f3n de los mercados digitales ha transformado profundamente las din\u00e1micas de competencia en Costa Rica. La publicidad, hist\u00f3ricamente reconocida como un mecanismo leg\u00edtimo de captaci\u00f3n de clientela, ha mutado hacia formas m\u00e1s escurridizas, invasivas y, en algunos casos, jur\u00eddicamente cuestionables. En este nuevo escenario, la l\u00ednea que divide la estrategia comercial agresiva y la competencia desleal se torna cada vez m\u00e1s difusa.<\/p>\n\n\n\n

El ordenamiento jur\u00eddico costarricense no es ajeno a esta problem\u00e1tica; sin embargo, la velocidad de los cambios tecnol\u00f3gicos y la aparici\u00f3n de nuevas formas de promoci\u00f3n (especialmente en entornos digitales como las redes sociales) han puesto a prueba la capacidad normativa e interpretativa de las autoridades para garantizar mercados transparentes, \u00e9ticos y equitativos. La Organizaci\u00f3n para la Cooperaci\u00f3n y el Desarrollo Econ\u00f3micos (OCDE) ha advertido que la transformaci\u00f3n digital exige una actualizaci\u00f3n funcional de las herramientas de protecci\u00f3n al consumidor y de competencia, particularmente en materia de publicidad dirigida y uso de datos personales.<\/p>\n\n\n\n

En Costa Rica, la competencia desleal encuentra su principal regulaci\u00f3n en la Ley de Promoci\u00f3n de la Competencia y Defensa Efectiva del Consumidor (Ley N.\u00ba 7472), la cual establece un sistema de cl\u00e1usula general complementado por un cat\u00e1logo abierto de conductas desleales. Este dise\u00f1o normativo permite sancionar actos de enga\u00f1o, confusi\u00f3n, denigraci\u00f3n y explotaci\u00f3n indebida de la reputaci\u00f3n ajena, incluso cuando se manifiestan a trav\u00e9s de mecanismos novedosos. La doctrina ha se\u00f1alado que este tipo de regulaci\u00f3n abierta es indispensable en contextos de constante innovaci\u00f3n comercial, pues evita la obsolescencia normativa.<\/p>\n\n\n\n

La transformaci\u00f3n de la publicidad: de lo informativo a lo persuasivo algor\u00edtmico.<\/h2>\n\n\n\n


La publicidad contempor\u00e1nea ha dejado de ser un simple canal informativo para convertirse en un sistema de persuasi\u00f3n completamente personalizado mediante lo conocido como \u201calgoritmo\u201d. En este contexto, Shoshana Zuboff ha sostenido que el modelo econ\u00f3mico dominante se basa en la extracci\u00f3n y utilizaci\u00f3n de datos conductuales para predecir y modificar el comportamiento de los individuos. Este fen\u00f3meno redefine la relaci\u00f3n entre proveedor y consumidor, trasladando el eje desde la informaci\u00f3n hacia la influencia. Surgen as\u00ed pr\u00e1cticas como la publicidad encubierta, el uso de \u201cinfluencers\u201d sin transparencia y la explotaci\u00f3n de sesgos cognitivos, que plantean desaf\u00edos directos a las categor\u00edas tradicionales del derecho de la competencia desleal.<\/p>\n\n\n\n

Nuevas manifestaciones de competencia desleal en la publicidad digital:<\/h2>\n\n\n\n
    \n
  1. Publicidad enga\u00f1osa sofisticada. El enga\u00f1o publicitario no se presenta directamente. Por el contrario, se manifiesta mediante afirmaciones ambiguas, dif\u00edciles de verificar o contextualizadas de manera que inducen a error. La jurisprudencia administrativa costarricense ha reiterado que la evaluaci\u00f3n de la publicidad debe realizarse desde la perspectiva del consumidor medio, considerando el efecto global del mensaje y no \u00fanicamente su literalidad.
    <\/li>\n\n\n\n
  2. Confusi\u00f3n en entornos digitales. La utilizaci\u00f3n de signos distintivos similares, dise\u00f1os gr\u00e1ficos an\u00e1logos o estrategias de posicionamiento digital orientadas a generar asociaci\u00f3n indebida constituye una forma moderna de confusi\u00f3n. Como se\u00f1ala Carlos Fern\u00e1ndez-Novoa, la funci\u00f3n esencial de la marca es garantizar la identidad de origen empresarial, por lo que cualquier pr\u00e1ctica que distorsione esta funci\u00f3n afecta directamente la competencia.
    <\/li>\n\n\n\n
  3. Reputaci\u00f3n digital. Los comentarios falsos o manipulados se han convertido en un instrumento frecuente de distorsi\u00f3n del mercado. Estas pr\u00e1cticas pueden incidir de manera determinante en la reputaci\u00f3n comercial de una Empresa, por ejemplo. Desde la perspectiva jur\u00eddica, la clave radica en determinar si existe una manifestaci\u00f3n objetivamente verificable o si se trata de una estrategia encubierta de afectaci\u00f3n competitiva.
    <\/li>\n\n\n\n
  4. Explotaci\u00f3n de la reputaci\u00f3n ajena. El aprovechamiento del prestigio de marcas ajenas mediante referencias indirectas, uso de palabras clave o estrategias de posicionamiento constituye una forma moderna de competencia parasitaria. La doctrina comparada ha reconocido que este tipo de conductas puede ser sancionable aun en ausencia de confusi\u00f3n directa, cuando se evidencia un aprovechamiento indebido del esfuerzo empresarial ajeno.
    <\/li>\n\n\n\n
  5. La nueva manifestaci\u00f3n publicitaria en Costa Rica no es il\u00edcita, pero s\u00ed plantea riesgos significativos desde la perspectiva de la competencia desleal. Su desarrollo exige una aproximaci\u00f3n jur\u00eddica m\u00e1s anal\u00edtica, capaz de identificar no solo el contenido expl\u00edcito de los mensajes, sino tambi\u00e9n sus efectos reales en el comportamiento econ\u00f3mico del consumidor. El desaf\u00edo radica en lograr un equilibrio entre innovaci\u00f3n y regulaci\u00f3n, asegurando que el desarrollo del mercado digital se mantenga dentro de par\u00e1metros de transparencia.





    Bibliograf\u00eda<\/strong>
    Bercovitz Rodr\u00edguez-Cano, Alberto. Apuntes de Derecho Mercantil. 19.\u00aa ed. Madrid: Aranzadi, 2017.
    Costa Rica. Ley de Promoci\u00f3n de la Competencia y Defensa Efectiva del Consumidor (Ley N.\u00ba 7472).
    De la Cuesta Rute, Jos\u00e9 Mar\u00eda. Curso de Derecho de la Publicidad. Madrid: Civitas, 2018.
    Fern\u00e1ndez-Novoa, Carlos. Tratado sobre Derecho de Marcas. 2.\u00aa ed. Madrid: Marcial Pons, 2009.
    Massaguer, Jos\u00e9. La competencia desleal. Madrid: Civitas, 1999.
    Organizaci\u00f3n para la Cooperaci\u00f3n y el Desarrollo Econ\u00f3micos (OCDE). Consumer Policy and the Digital Transformation. Par\u00eds: OECD Publishing, 2019.
    Tribunal de Justicia de la Uni\u00f3n Europea. Asunto C-210\/96, Gut Springenheide GmbH y Tusky c. Oberkreisdirektor des Kreises Steinfurt. Sentencia de 16 de julio de 1998.
    Zuboff, Shoshana. The Age of Surveillance Capitalism. Nueva York: PublicAffairs, 2019.<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"

    La evoluci\u00f3n de los mercados digitales ha transformado profundamente las din\u00e1micas de competencia en Costa Rica. La publicidad, hist\u00f3ricamente reconocida como un mecanismo leg\u00edtimo de captaci\u00f3n de clientela, ha mutado hacia formas m\u00e1s escurridizas, invasivas y, en algunos casos, jur\u00eddicamente cuestionables. En este nuevo escenario, la l\u00ednea que divide la estrategia comercial agresiva y la […]<\/p>\n","protected":false},"author":3,"featured_media":2923,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[34],"tags":[],"class_list":["post-2911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias"],"yoast_head":"\nLa Competencia Desleal: la nueva publicidad en Costa Rica<\/title>\n<meta name=\"description\" content=\"La evoluci\u00f3n de los mercados digitales ha transformado profundamente las din\u00e1micas de competencia en Costa Rica. 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