Senacon wants to combat abusive pricing of products aimed at women – 08/03/2023 – Market

With the intention of protecting the right of women consumers, the Senacon (National Consumer Secretariat), of the Ministry of Justice and Public Security, will expand inspections to combat the “pink tax”.

This fee is the abusive charge for products intended for the female public, whose prices for the same items for the male or unisex market are lower, such as shaving blades, for example.

Senacon published a technical note with 10 guidelines aimed at protecting the rights of consumers. They will guide the National Consumer Defense System, such as the Procons (Consumer Defense Institutes) in relation to abusive commercial practices that were characterized based on the female gender.

The intention is for the bodies to expand supervision to combat this type of practice, which is considered an infraction by the secretariat.

Senacon’s measure is part of the federal government’s campaign allusive to the date. The text mentions the importance of recognizing the rights of consumers in the face of abusive practices, publicity with a pejorative nature and other activities that feed the culture of objectification of women.

According to the document, suppliers of products and services must adopt non-sexist communication, avoiding objectification, sexualization of women in advertising campaigns and the use of gender stereotypes must not be accepted.

Another guideline is to monitor whether venues are offering fair prices and equal access to women. This is because differentiated pricing should not be applied without clear justification for men and women, such as at parties.

Another guideline is to promote awareness about the rights of women consumers, aiming at forming society to eliminate gender stereotypes and prejudices in the context of consumption.

There should also be women’s participation in decision-making. Women must be represented and have an active voice in bodies and instances for the protection of rights arising from consumer relations, in order to ensure that protection policies are sensitive to their needs and interests.