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Misleading advertising is intended to manipulate the consumer's perception in a way that does not reflect reality. The objective of this article is to explain the different legal norms existing in Panama to deal with misleading advertising in consumer protection as ethical marketing actions in the sales process. The research is situated in a qualitative approach. It is of a documentary nature, of a descriptive type and level. The results highlight that Law No. 45 of October 31, 2007, which dictates rules on consumer protection and defense of competition and another provision in Article 58 highlights the truthfulness in advertising. Any advertisement or publicity regarding transactions must conform to the truth, taking care that the advertiser does not misrepresent the facts and that the advertisement or publication does not induce error or confusion.

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