{"id":18510,"date":"2017-04-28T12:32:39","date_gmt":"2017-04-28T10:32:39","guid":{"rendered":"http:\/\/vergesabogados.com\/?p=17289"},"modified":"2017-04-28T12:32:39","modified_gmt":"2017-04-28T10:32:39","slug":"influencers-en-el-ambito-de-la-salud-cuales-son-los-limites-de-la-legalidad","status":"publish","type":"post","link":"https:\/\/conversa.legal\/en\/influencers-en-el-ambito-de-la-salud-cuales-son-los-limites-de-la-legalidad\/","title":{"rendered":"Influencers en el \u00e1mbito de la Salud \u00bfCu\u00e1les son los l\u00edmites de la legalidad?"},"content":{"rendered":"<p>Cada vez son m\u00e1s las personas con perfiles sanitarios que apuestan por las redes sociales para promocionar la salud, desarrollarla y recomendar marcas y productos sanitarios. Ellos son los llamados \u201cInfluencers\u201d.<\/p>\n<p>\u00bfQu\u00e9 se entiende por <strong>\u00a0influencer?<\/strong><\/p>\n<p>Persona con presencia en las redes sociales que logra atraer a una gran audiencia gracias a la autenticidad y credibilidad de sus contenidos. Las marcas lo usan como altavoz, como prescriptores y en algunos casos como embajadores de marca.<\/p>\n<p>La pr\u00e1ctica ha creado el llamado <strong><u>marketing de influencers<\/u><\/strong>, donde las plataformas de social media sirven de escaparate para llegar a m\u00e1s consumidores potenciales. Las marcas recurren a los llamados influencers para multiplicar el alcance de sus acciones comerciales, pero <strong><u>hay que tener en cuenta qu\u00e9 permite la ley y c\u00f3mo permite realizar el marketing de influencia<\/u><\/strong>.<\/p>\n<p>Debemos acudir a la <a href=\"http:\/\/app.vlex.com\/#ES\/search\/jurisdiction:ES\/ley+general+publicidad\/ES\/vid\/126409\" target=\"_blank\" rel=\"noopener noreferrer\">Ley 3\/2014 General de la Publicidad<\/a>, \u00a0a la <a href=\"http:\/\/app.vlex.com\/#ES\/search\/jurisdiction:ES\/ley+de+servicios+de+la+sociedad+de+la+informacion+y+del+comercio+electronico\/ES\/vid\/172670\" target=\"_blank\" rel=\"noopener noreferrer\">Ley 34\/2002 de Servicios de la Sociedad de la Informaci\u00f3n y de Comercio Electr\u00f3nico<\/a>, as\u00ed como las especificidades contenidas en el<a href=\"http:\/\/app.vlex.com\/#ES.basico\/search\/jurisdiction:ES\/publicidad+productos+sanitarios\/ES.basico\/vid\/450514165\" target=\"_blank\" rel=\"noopener noreferrer\"> Real Decreto 1591\/2009<\/a> donde se regula la publicidad en los Productos Sanitarios.<\/p>\n<p>Conforme a la legislaci\u00f3n, <strong>el consumidor debe poder distinguir entre qu\u00e9 es publicidad<\/strong> (es decir: cu\u00e1les son comunicaciones comerciales) y qu\u00e9 es puramente<strong> informaci\u00f3n<\/strong>. En el caso que la publicaci\u00f3n tenga fines comerciales se deber\u00e1 identificar claramente el nombre de la empresa que promociona la publicidad.<\/p>\n<p>El\u00a0 incumplimiento de la obligaci\u00f3n de identificar la publicaci\u00f3n como publicidad y que \u00e9sta cree o pueda crear una apariencia de informaci\u00f3n que <strong>induzca a error al destinatario<\/strong> tendr\u00eda la consideraci\u00f3n de <strong><u>publicidad enga\u00f1osa<\/u><\/strong>; a la que ser\u00e1n aplicables <strong>sanciones econ\u00f3micas<\/strong> que pueden llegar hasta los <strong>30.000\u20ac,<\/strong> adem\u00e1s de ser constitutivo de un <strong>delito <\/strong>recogido en el C\u00f3digo Penal castigado<strong> con pena privativa de libertad <\/strong>de 6 meses a un a\u00f1o<strong>.<\/strong> (Art\u00edculo 282CP).<\/p>\n<p>En el supuesto de infracci\u00f3n mediante <u><a href=\"http:\/\/app.vlex.com\/#ES.basico\/search\/jurisdiction:ES\/comunicaci%C3%B3n+audiovisual\/ES.basico\/vid\/272301485\" target=\"_blank\" rel=\"noopener noreferrer\">plataformas audiovisuales<\/a><\/u>, los l\u00edmites legales a tener en cuenta son an\u00e1logos a los de social media con la \u00fanica especificad que, \u00a0el texto legal \u00a0define la vulneraci\u00f3n como <u>publicidad encubierta.<\/u><\/p>\n<p>&nbsp;<\/p>\n<p>Es evidente la metamorfosis que ha experimentado el mundo de la comunicaci\u00f3n y la publicidad, donde las redes sociales son el motor de arranque de muchos negocios. No obstante, no se debe obviar cu\u00e1les son los l\u00edmites de la legalidad.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente Fotograf\u00eda: Revista Mundo Empresarial<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada vez son m\u00e1s las personas con perfiles sanitarios que apuestan por las redes sociales para promocionar la salud, desarrollarla y recomendar marcas y productos sanitarios. Ellos son los llamados \u201cInfluencers\u201d. \u00bfQu\u00e9 se entiende por \u00a0influencer? Persona con presencia en las redes sociales que logra atraer a una gran audiencia gracias a la autenticidad y [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[257,401,403,411,430,554,555,604,661,663,664,692,795,807,831,832,833,866,940,980],"class_list":["post-18510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-derecho-sanitario","tag-consumidor","tag-e-health","tag-e-salud","tag-embajadores-de-marca","tag-error","tag-influencers","tag-informacion","tag-legalidad","tag-marcas","tag-marketing","tag-marketing-de-influencers","tag-multa","tag-prescriptores","tag-productos","tag-publicidad","tag-publicidad-encubierta","tag-publicidad-enganosa","tag-redes-sociales","tag-sanciones","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencers en el \u00e1mbito de la Salud \u00bfCu\u00e1les son los l\u00edmites de la legalidad? - Conversa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/conversa.legal\/en\/influencers-en-el-ambito-de-la-salud-cuales-son-los-limites-de-la-legalidad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencers en el \u00e1mbito de la Salud \u00bfCu\u00e1les son los l\u00edmites de la legalidad? - Conversa\" \/>\n<meta property=\"og:description\" content=\"Cada vez son m\u00e1s las personas con perfiles sanitarios que apuestan por las redes sociales para promocionar la salud, desarrollarla y recomendar marcas y productos sanitarios. 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