Unfair competition in MERCOSUR and the challenges of new technologies.

This article examines unfair competition practices in MERCOSUR countries, focusing on traditional behaviors such as creating confusion, discrediting, misleading allegations, and other unfair acts, alongside emerging challenges posed by new technologies. It highlights that MERCOSUR nations, including Brazil, Argentina, Paraguay, and Uruguay, apply open-ended legal frameworks based on Article 10bis of the Paris Convention to regulate unfair competition, with case law evolving to refine these concepts. Recent judicial decisions, particularly in Brazil, address the responsibility of online platforms like Google in unfair advertising practices, emphasizing the need for transparency and ethical conduct in digital environments. The article underscores the importance of balancing free competition, consumer protection, and intellectual property rights while adapting legal responses to technological advancements.