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Following the story published by ILM last week on Brazil’s leather law (Lei do Couro). The CICB has published further details of where they and its partners have promoted the law across the country.
The so-called Leather Law blitzes started in September and have already visited more than 4000 businesses across 30 cities in Brazil, making sure that law 4.888/65 is being followed. The team travels in a car identified with the campaign visual identity, carrying along printed promotional material and a group of professionals trained to verify publicity, tags and communication used by retailers. When any irregularity is found, the team gives the necessary instructions for the retailer to learn and adjust to meet the law. In case of poor response to the information given on the use of expressions such as “synthetic leather”, the Department for Consumer Protection (PROCON) and the Civil Police are activated.
The enforcement campaign has been generating a response in all cities visited, not only by retailers but also among consumers of all ages, therefore promoting a healthy debate on the differentiation between leather and other materials.
Executive President of CICB, José Fernando Bello, says the reception to CICB’s team has been highly positive, since the actions are strongly connected to information and education, bringing benefits to all. Results in cities visited by the CICB team in partnership with the Union, some curious cases and positive repercussions have been observed by the professionals. As the Leather Law campaign has been running for over a year, a number of businesses that had already been notified before by CICB on the proper use of the word “leather” now carry the correct printed and verbal communication, mentioning the action as the starting point. In other places, the team received spurious explanations to justify the inadequate use of the word leather. For example, in Santa Maria city, some retailers said “eco-leather” is a term used across the entire market, and, because of that, this business was also promoting its products that way. On the other hand, in several cities including Erechim city and Soledade city, the retailers tend to promote their products incorrectly (describing the material as PU, for example), but then telling consumers that product is made of “leather”.
Data collected during the direct contact with retailers will serve as the basis for the development of a new Leather Law and further action covering all of Brazil. Visit the Leather Law web page for more information: www.cicb.org.br/leidocouro