After studying an action of unconstitutionality against Decree 37739-S, “Rules on regulation and control of commercial advertising related to the marketing of alcoholic beverages”, the Constitutional Court banned the use of Costa Rican national music and symbols in liquor advertisements.
The judges thought that the use of resources associated with Costa Rican identity becomes “a harmful advertising strategy”, especially for those in training because, as indicated, to see the domestic symbols in liquor advertisements, make them believe that alcohol is part of Costa Rica’s national identity.
The Chamber also established that the business representatives and advertising agencies will not vote along the “Commission for the Regulation and Control of Commercial Advertising of alcoholic beverages”. According to the Chamber, leaving two actors out of the voting process guarantees greater objectivity when making decisions regarding liquor regulations.