The Superintendency of Industry and Commerce (SIC) announced on April 10, 2026, a new package of measures aimed at strengthening consumer protection in the digital environment and ensuring transparency in price setting. This decision comes amid high economic volatility and following recent reports of irregularities in mass promotions and e-commerce platforms operating in the country. The agency seeks to ensure that citizens have access to accurate and timely information when making purchases, especially in high-demand sectors such as entertainment and technology.
New guidelines for e-commerce and dynamic pricing
One of the key aspects of the new regulations from the Superintendency of Industry and Commerce (SIC) is the regulation of so-called "dynamic pricing." This model, frequently used by ride-hailing apps and event booking platforms, will be subject to stricter oversight to prevent excessive charges or a lack of clarity in the calculation algorithms. According to the Superintendency, companies will be required to explicitly inform users of the criteria that determine the variation in the final cost.
This measure complements efforts to stabilize consumer confidence at a time when other economic indicators have shown instability. For example, the recent situation at Ecopetrol and the drop in its stock price have generated a perception of uncertainty in local financial markets, making protecting the finances of ordinary citizens a priority for the National Government.
Data protection and misleading advertising on social media
The SIC has also focused on the role of influencers and digital marketing campaigns. Starting this quarter, audits of native advertising on social media will be intensified to ensure that all sponsored content is properly identified. The goal is to prevent consumers from being misled by recommendations that appear organic but are actually linked to undisclosed commercial interests.
Regarding the protection of personal data, the agency reiterated that companies must comply with rigorous cybersecurity standards. This is particularly relevant following the increase in digital transactions reported in the first quarter of the year. Monitoring will not only focus on large corporations but also on medium-sized businesses that have migrated their operations to the online channel, requiring that terms and conditions be clear and easily accessible.
Impact on the entertainment and services sectors
The entertainment sector, which has recently seen a surge in promotions such as midweek movie theater discounts, will be one of the most closely monitored. The Superintendency of Industry and Commerce (SIC) seeks to ensure that these offers do not conceal additional charges for digital ticket purchases or restrictions not disclosed beforehand. Transparency in service offerings is fundamental to maintaining the dynamism of domestic consumption, which is a key component of the country's growth projections.
Furthermore, the agency will work closely with other institutions to align these policies with current tax obligations. It is important to remember that taxpayers must be aware of their responsibilities, as detailed in the DIAN's 2026 tax calendar , which specifies key dates for fulfilling obligations that also impact the liquidity of service providers.
How to file complaints with the Superintendency in 2026
To facilitate access to administrative justice, the Superintendency of Industry and Commerce (SIC) has modernized its online complaint platform. Citizens who believe their consumer rights have been violated can initiate legal proceedings free of charge through the agency's official website. Users are advised to always keep proof of purchase, screenshots of advertised offers, and any communications with the supplier, as these are essential evidence in the event of a legal dispute.
The Superintendency has emphasized that penalties for non-compliance with consumer protection regulations can reach millions of dollars, depending on the severity of the infraction and whether the company is a repeat offender. With these actions, Colombia seeks to align itself with OECD international standards on the digital economy and consumer protection, promoting a fairer and more competitive market for all stakeholders.
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