{"id":9996,"date":"2026-01-31T11:44:15","date_gmt":"2026-01-31T14:44:15","guid":{"rendered":"https:\/\/impactocastex.com.ar\/?p=9996"},"modified":"2026-01-31T11:44:17","modified_gmt":"2026-01-31T14:44:17","slug":"guerra-de-plataformas-mercado-libre-denuncio-a-temu-por-publicidad-enganosa","status":"publish","type":"post","link":"https:\/\/impactocastex.com.ar\/?p=9996","title":{"rendered":"Guerra de plataformas: Mercado Libre denunci\u00f3 a Temu por \u00abpublicidad enga\u00f1osa\u00bb"},"content":{"rendered":"\n<p><strong>La competencia por el mercado del comercio electr\u00f3nico en Argentina escal\u00f3 a un nuevo nivel de tensi\u00f3n legal.&nbsp;Mercado Libre&nbsp;present\u00f3 una denuncia formal contra la plataforma de origen chino&nbsp;Temu&nbsp;ante la Secretar\u00eda de Comercio, acus\u00e1ndola de desplegar estrategias de&nbsp;publicidad enga\u00f1osa&nbsp;para captar usuarios en el pa\u00eds.<\/strong><\/p>\n\n\n\n<p>Fuentes cercanas al caso, indicaron que la presentaci\u00f3n realizada en agosto de 2025 advierte sobre mensajes falsos dirigidos a los consumidores respecto a promociones, precios de productos y supuestas ofertas imperdibles.<\/p>\n\n\n\n<p>Tras analizar la presentaci\u00f3n, la Secretar\u00eda de Comercio hizo lugar a la denuncia y abri\u00f3 una investigaci\u00f3n oficial contra la aplicaci\u00f3n asi\u00e1tica. El organismo dispuso una&nbsp;<strong>medida cautelar<\/strong>&nbsp;ordenando a Temu la suspensi\u00f3n inmediata de estas pr\u00e1cticas comerciales, aunque desde el sector advierten que la empresa contin\u00faa operando con las mismas modalidades.<\/p>\n\n\n\n<p><strong>Descuentos matem\u00e1ticamente imposibles<\/strong><\/p>\n\n\n\n<p>El eje del conflicto radica en la agresividad de las campa\u00f1as de marketing de la app reci\u00e9n llegada, que incluyen promesas matem\u00e1ticas ins\u00f3litas. Entre las pruebas aportadas, se destacan anuncios dentro de la plataforma que ofrecen descuentos del&nbsp;<strong>\u00ab-940%\u00bb<\/strong>&nbsp;en prendas de vestir, una cifra que implicar\u00eda que la empresa pague al usuario nueve veces el valor del producto por llev\u00e1rselo.<\/p>\n\n\n\n<p><strong>La trampa de los cupones y el env\u00edo gratis<\/strong><\/p>\n\n\n\n<p>Fuentes del sector detallaron las mec\u00e1nicas denunciadas que confunden al consumidor argentino:<\/p>\n\n\n\n<p><strong>-Env\u00edos gratis falsos:<\/strong>&nbsp;Al momento de descargar la aplicaci\u00f3n, Temu comunica con carteles destacados: \u00abEnv\u00edos gratis en todos tus pedidos\u00bb. Sin embargo, la denuncia sostiene que esto es \u00ababsolutamente falso\u00bb y que los costos aparecen en instancias posteriores o bajo condiciones no aclaradas.<\/p>\n\n\n\n<p><strong>-Cupones condicionados:<\/strong>&nbsp;La app promete al usuario un cup\u00f3n de regalo por sumas exorbitantes, como $200.000 o $300.000. No obstante, tras navegar varias pantallas, el consumidor descubre la letra chica: para acceder al beneficio es obligatorio concretar la compra de al menos 3 art\u00edculos en el momento.<\/p>\n\n\n\n<p>Desde el entorno de la empresa fundada por Marcos Galperin remarcan que Mercado Libre opera en uno de los sectores m\u00e1s din\u00e1micos de la econom\u00eda, compitiendo con plataformas globales y cadenas f\u00edsicas, pero exigen que la competencia se rija bajo las normas de lealtad comercial vigentes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La competencia por el mercado del comercio electr\u00f3nico en Argentina escal\u00f3 a un nuevo nivel&#8230;<\/p>\n","protected":false},"author":2,"featured_media":9997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Guerra de plataformas: Mercado Libre denunci\u00f3 a Temu por 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