Supermarket
Ordered To Stop Using Man Dressed As Woman
In Its Advertising
The Dirección Nacional de Control de
Propaganda del Ministerio de Gobernación y
Policía has ordered Megasuper to stop all
its ads in all forms of communications -
radio, television and newspaper - that
depict a man dressed as a woman.
The Dirección made the decision following
complaints by the Instituto Nacional de las
Mujeres (Inamu) - women's institute - and
feminist groups who consider the advertising
shameless and offensive to women.
Megasuper has been using the ads to promote
consumer awareness to Megasuper's lower
prices in the supermarket war, which last
week saw the action of Wal-mart to ask the
courts for a gag order against Megasuper for
misleading advertising practices and
mentioning the Palí supermarket in its ads.
The giant Wal-mart who operates the Mas X
Menos, Megasuper and Palí supermarkets and
the Hypermas superstores, claims Megasuper
has cost it money in false claims, forcing
the supermarket chain to make up the
difference in prices that is part of Palí's
marketing tactic.
Megasuper now faces a judicial process if it
defies article 18 of the Reglamento a la Ley
5811, which effectively stops the
supermarket to stop using the current ads.
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