Genomma sold a shampoo as therapy — an Argentine court kept the fine

Genomma Laboratories Argentina marketed 'Lomecan Therapy Shampoo Intimo' with advertising capable of leading consumers into error about the product's therapeutic properties. The consumer-protection authority found the campaign breached the duty of truthful information under Article 4 of the Consumer Defense Law and fined the company 5 million pesos.

Genomma appealed on jurisdiction and proportionality. In May 2025 the Federal Administrative Contentious Chamber, Sala II, rejected the appeal in full: the Subsecretariat had jurisdiction, the infraction was proven, and the fine was reasonable and proportionate. The ruling stood.

The case is a marker for the health-adjacent word: 'therapy' in a name and in ads is not decoration, it is a claim about what the product does to the body. Genomma Lab — whose catalog runs on such promises — has met the same rule in Mexico and Colombia.