How to write an ad without falling into misleading advertising: price, condition, warranty, and restrictions

When you post a used refrigerator, laptop, or vehicle online, your main goal is to receive messages from serious buyers and close the sale quickly. However, a very common mistake in local classifieds is omitting key information or using ambiguous descriptions to try and grab attention. In Colombia, misinformation in an ad not only causes distrust and missed calls with repetitive questions, but it can also get you into legal trouble under the Consumer Statute or the Civil Code.

Writing a transparent ad is the most effective tool to speed up a sale. According to active ads on Colombia Move (August 2, 2026), the home appliances category had 1 active ad and the tech accessories category had 0. That void makes it especially useful to post with the total price visible and explicit details about usage. Below, we explain how to write your offer in compliance with Colombian regulations to protect your reputation and sell without setbacks. If you want to see real options right now, you can post your services for free on Colombia Move — posting is completely free.

1. The real price in Colombia: Law 1480 and the prohibition of hidden prices

In Colombia, Law 1480 of 2011 (Consumer Statute) establishes that the information provided to the buyer must be clear, truthful, sufficient, timely, and in Spanish, and that the advertised price must correspond to the total value that the customer will pay, including taxes or mandatory costs. This rule ensures that any person knows exactly how much the product will cost them before starting a conversation.

Practices like posting symbolic prices of $1, setting $123,456, or writing "price via DM" generate immediate friction. If you are selling as a formal business, Article 26 of Law 1480 requires informing the total price in a visible manner. If you are a private seller, placing the exact value from the start filters out people who do not have the budget and saves you from wasting time answering dozens of identical messages on WhatsApp.

2. How to describe the real state of the product: photos without filters and visible flaws

One of the most frequent reasons for disputes when handing over a used item is the difference between what the listing showed and what the buyer receives. The objective conditions announced in your offer are mandatory (Article 29 of Law 1480), so posting catalog images or photos downloaded from the internet that do not represent the actual state can constitute misleading information according to the criteria of the Superintendence of Industry and Commerce (SIC).

For your ad to be transparent and effective, follow this outline when describing the physical and functional state:

• Real and well-lit photos: Take pictures with natural light where the product can be seen completely from various angles.
• Physical wear declaration: If the equipment or appliance has scratches, dents, or paint wear, photograph them up close and include them in the description (for example: "It has a 3 cm scratch on the right side door").
• Accessories included: Specify what comes in the box and what is missing (original charger, cables, controllers, or manuals).
• Functional tests: For tech items, mention concrete details like the battery life percentage or the year of purchase.

Remember to also protect your personal information during the negotiation. When sharing images or documents, apply best practices to recommend precautions when verifying data and avoiding identity theft in digital media.

3. Warranty on used products: businesses (B2C) vs. private individuals (C2C)

The handling of the warranty depends on whether you sell as a business or as a natural person. Understanding this difference avoids false expectations and out-of-place claims:

Commercial sales (Merchant to Consumer - B2C)

In B2C sales, used products have a legal warranty for defects of three (3) months (Article 8 of Law 1480 of 2011). The only way a business is exempted from this obligation is if the buyer explicitly accepts in writing that the item is being sold without a warranty or with an expired warranty. If you have a business and do not include this signed or expressly accepted proof, the customer can demand repair or a refund during those 90 days. For more details on these obligations, check our guide on legal warranty on used products according to the SIC.

Sales between private individuals (Person to Person - C2C)

When you sell your own second-hand item to another individual, the SIC does not process consumer protection claims, as the relationship is governed by the Civil Code (sanitation for hidden defects). However, if you knowingly hide a serious mechanical or technical flaw that makes the use of the good impossible, the buyer can initiate a civil process. Clearly indicating in the text "delivered tested in the condition in which it is found" after showing all the details prevents any subsequent misunderstanding.

4. Promotions, discounts, and temporary restrictions

If you decide to offer a special discount or put together a combo of items for a limited time, you must comply with Article 33 of Law 1480 of 2011. Every promotion or temporary offer must specify the conditions of time (exact start and end dates), mode, place, accumulation restrictions, and the exact quantity of units available.

Avoid vague phrases like "discount for a few days" or "while supplies last" without giving figures. The correct way is to write clear terms like: "Offer price of $850,000 COP valid from August 1 to August 15, 2026, or until 3 available units are gone". This protects your inventory and prevents claims of misleading advertising when the offer expires.

5. Practical examples: ad with risk of claim vs. transparent ad

Compare these two texts for the sale of a used washing machine and observe how clarity transforms the quality of the ad:

Element	Ad with risk of claim (Incorrect)	Transparent and effective ad (Correct)
Price	$1 (Price via DM)	$950,000 COP (Total price, negotiable)
Photos	Promotional internet images from the brand.	5 real photos of the equipment turned on and in use.
Condition	"In excellent condition, like new, perfect."	"Used in home for 2 years. Works 100% in wash and spin cycles. Has an aesthetic detail on the lower side."
Warranty / Delivery	No mention of warranty or delivery.	"Delivered tested at my home in Medellín (Robledo neighborhood). Private sale in the described condition."

The second format inspires immediate trust, answers buyers' questions before they ask them, and helps you organize the images and data of your post to stand out from other sellers.

Frequently Asked Questions

❓ What is considered misleading advertising in a classified ad in Colombia?

It is any message or omission that does not correspond to reality or is insufficient, leading the buyer into error, deception, or confusion regarding the characteristics, quality, price, or condition of the product, according to Article 5 of Law 1480 of 2011.

❓ Is it mandatory to provide a warranty when selling a used item in Colombia?

For formal merchants (B2C), the law requires a default legal warranty of 3 months for used goods, unless the customer expressly agrees in writing to waive it. In sales between private individuals (C2C), the Civil Code applies, along with the obligation to disclose any known hidden defects.

❓ Can I put "price by DM" or a symbolic value like $1 in my post?

It is not recommended. For commercial sellers, it violates Article 26 of the Consumer Statute, which requires disclosing the total sale price. In private classifieds, hiding the price creates mistrust and reduces inquiries from buyers with a real budget.

❓ What happens if my used product has an aesthetic flaw or a functional issue?

You must detail it clearly in the text and illustrate it with a direct photo of the defect. Reporting imperfections accurately protects the seller against later claims and ensures the buyer makes an informed decision.

❓ How should I write a promotion or temporary discount in my ad?

You must clearly indicate the exact start and end date of the offer, the number of units available, and any applicable restrictions, as required by Article 33 of Law 1480 of 2011.

❓ What sanctions can the SIC impose on commercial establishments for misleading information?

For merchants and formal suppliers, the Superintendence of Industry and Commerce can impose fines of up to 2,000 legal monthly minimum wages (SMMLV) or order the temporary closure of the establishment or digital sales channel.