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Brazil: Mercado Libre, Americanas and Magalu required to prove “fastest delivery” claims

RIO DE JANEIRO, BRAZIL - A Tuesday decision by the Council for the Self-Regulation of Advertising (CONAR) will compel three major online retailers, Magazine Luiza, Mercado Libre and Americanas to adjust their advertising claims that they have the fastest delivery in Brazil.

The process began in June, when CONAR analyzed a complaint from Mercado Libre regarding Americanas' Black Friday 2020 ad on social networks in which the company claimed to have the fastest delivery.

According to Mercado Libre, the claim lacked "reliable support," which could mislead customers.

Along with the complaint, Mercado Libre attached a survey showing that it had . . .

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