Paracas promised 40 meters per toilet roll — Indecopi asked for proof, and found none

Papelera Reyes ran a digital campaign — websites, social networks, influencers — for its 'Paracas Black Premium' toilet paper: 40 meters per roll, 'más papel de punta a punta', performance plus softness. In a market where shoppers buy by roll length, 40 meters was the selling point. Peru's Indecopi then asked the basic question: how do you know each roll is 40 meters?

The company had no suitable evidence before the campaign went out. During the procedure it produced technical sheets, notarial records, lab reports and internal reports — and all of it was rejected: documents without dates, results with no supporting studies, inadequate sample inspections, and papers issued after the campaign had already begun. On 11 May 2023 Indecopi's competition chamber ruled the claim deceptive under Article 8 of Legislative Decree 1044 and confirmed a fine of 482.78 UIT — S/ 2,389,761.

The ruling also ordered the campaign stopped for good and a rectification notice published in the same channels. For advertisers in Peru the case states a hard rule of timing: evidence for a claim must exist before the ad runs, and building it afterwards does not wash the deception away.