Aje Bio was not organic — Indecopi ordered the word off Peru's best-known aloe drink

Ajeper, part of Peru's Grupo AJE, sold 'Aje Bio Bebida de Aloe Sabor Original' with the word 'bio' prominent on the label, set against green colours and plant imagery. In Resolution 006-2025/CCD-Indecopi, dated 11 February 2025, Indecopi's Comisión de Fiscalización de la Competencia Desleal found the presentation induced consumers to error: it created the impression of an organic or certified product when the drink had no such certification — a point Ajeper itself acknowledged.

Ajeper defended on three fronts: 'bio' was part of its trademark 'AJE BIO ALOE VERA', registered since 2014; organic labelling belonged to SENASA's jurisdiction, not Indecopi's; and the rules restricting 'bio' could not apply retroactively to a product marketed before 2020. The CCD rejected the reasoning: a registered trademark does not exempt a brand from the duty of veracity in advertising. Under article 8 of Legislative Decree 1044, the sanction was an amonestación — an official warning with no fine — plus definitive cessation of 'bio' on the pack wherever it suggested organic.

When the ruling was reported in May 2025, it became Peru's reference case for green prefixes: 'bio', 'eco' and 'orgánico' are claims that need certification behind them, and a trademark certificate is not certification.