Lorraine Williamson
A new law will soon outlaw adverts designed to scare people into buying security products—and will force companies to clearly disclose changes in product sizes and shelf-life.
Under the new Sustainable Consumer Behaviour Law, set to take effect in July 2025, Spain is taking a bold stand against marketing tactics that exploit fear, confuse shoppers, or promote throwaway culture. The aim? Fairer, more transparent, and more sustainable consumer rights.
No more selling through scare tactics
The measure takes particular aim at so-called “fear marketing”, especially in the security and tech sectors. Think: adverts showing burglars breaking into homes or dramatic cyberattack scenarios, often presented without real data to back up the risk.
These kinds of campaigns will no longer be allowed unless the threats they present are contextualised with reliable, statistically verifiable information. In other words, scaring people into installing an alarm system or buying antivirus software must now come with facts—not just fear.
According to Spain’s Ministry of Consumer Affairs, these ads create anxiety and pressure consumers into snap decisions or unnecessary purchases. Even factually accurate claims will now require supporting data under an amendment to Article 27.2 of the Ley de Competencia Desleal (Unfair Commercial Practices Act).
Shrinkflation and built-in obsolescence also in the crosshairs
Beyond advertising, the new rules also target everyday business practices that chip away at consumer trust. Chief among them: shrinkflation.
Manufacturers and retailers will be required to clearly indicate when the quantity of a product is reduced without a corresponding price cut. That means no more quietly shrinking your crisps from 160g to 140g while keeping the packaging and price the same. Under the new law, any such changes must be made explicit on the label.
Spain is also tackling planned obsolescence, where products are deliberately designed with limited lifespans or made difficult to repair. Mobile phones with sealed batteries or appliances with non-replaceable components are prime examples. The law will require companies to offer more durable, repair-friendly goods as part of a national push towards sustainable consumption.
A new era of consumer protection
This sweeping legislation places Spain at the forefront of EU efforts to modernise consumer rights in the face of rising public concern over corporate transparency, environmental responsibility, and digital ethics.
The government is expected to formally approve the law in early July 2025, with implementation to follow shortly after. Once in force, it will mark a significant shift in how brands interact with customers—one that prioritises truth, sustainability, and long-term trust.
Tougher rules, smarter shopping
As deceptive marketing becomes more sophisticated, Spain’s new law sends a clear message: consumers deserve clarity, not manipulation. With fear-based tactics and underhanded pricing tricks off the table, Spanish shoppers may soon find themselves navigating a retail landscape that’s a little less stressful—and a lot more honest.
Sources: Europapress, CadenaSer