According to Conar's advisors, the agency's code of ethics provides that advertising pieces need support to support an allegation of superiority in their campaigns through research by an institute considered reputable by the organization's Ethics Council.

In all three processes, retailers submitted research to Conar to justify claims of faster delivery in the country. But the rapporteur of the case asked that the three ads be changed as she considered it necessary that the statements be explained in more detail to the consumer.

In the agency's opinion, companies also need to provide consumers with easy access to research data through advertisements to prove the integrity and honesty of that information.

Read the full story (in Portuguese).