Consumer perception and vulnerability to advertising of natural medicinal products in Ecuador

Abstract

The aim of this study was to evaluate the perception of Ecuadorian consumers regarding advertising of natural products for medicinal use, as well as the factors that increase their vulnerability to misleading advertising. A mixed methodology was used that included surveys of 400 consumers and interviews with experts in consumer law, advertising and health regulation. The results showed a high perception of distrust towards the advertising of these products, with a high incidence of respondents who reported having been deceived by it previously. A significant lack of knowledge about consumer rights was identified, which increases vulnerability, especially in people with a lower level of education and in those who use social networks as their main source of information. The study concluded that it is necessary to improve the regulatory framework and strengthen consumer protection policies, especially in the digital field, to reduce exposure to misleading advertising