On freedom of speech and freedom of the press. The above free speech language does not refer specifically to commercial speech. On the employment of mass media. The laws shall establish regulations relating to publicity to better protect the rights of children and adolescents, of the illiterate, of the consumer and of women. The courts are primarily responsible for ensuring that commercial speech is protected.
Commercial speech is governed by consumer and publicity laws.
A consumer protection law and an advertising law regulating tobacco and alcohol advertising were passed in 1998. Parties must petition the courts to impose penalties established under the laws. Paraguay holds to the theory that relates advertising with the manipulation of persons, wherein advertising serves overall to differentiate products and to create brand faithfulness on the part of the consumers but not to serve as an information vehicle that would allow for comparing between brands and price effectivity.