Overview
- Resolution Nº 119-2025/CCD found Laive engaged in deceptive advertising by marketing an industrially produced cheese as artisanal.
- Sanctions include a 20 UIT fine (reported as over S/100,000), inscription in the offenders register, and immediate, definitive withdrawal of the claim on packaging, the website, and Facebook.
- Indecopi applied its precedent that the artisanal designation hinges on significant manual intervention carried out directly by the artisan.
- The misleading campaign ran for about eight years, from March 29, 2016 to January 26, 2024, which the authority said heightened its market impact.
- Laive’s evidence asserting manual production was rejected for lacking certain dating and professional certification, and the consumer group’s request for a share of the fine was denied for not having a cooperation agreement with Indecopi.