Understand the importance of companies carrying out previous legal reviews in their promotional campaigns
A approaches. The largest promotional showcase of the year begins to be designed by commercial areas, marketing and communication. The expectation is legitimate: increasing sales, improving turnover, taking advantage of consumer appetite. But the question that few companies are asked at this stage is another: Who is taking care of the campaign’s legal protection before it will air? Large-scale campaigns, such as Black Friday’s, involve high volumes, multiple channels and execution speed, which increases the legal risk well before last Friday of November.
A poorly positioned comma can be expensive
Coupons with poorly written restrictions, offers that change price on checkout, delivery deadlines incompatible with logistics, creative slogans without support in the terms and conditions. Small flaws that, in Black Friday volume, can have relevant impacts: from the need to suspend promotions to direct balance losses and drop in sales conversion.
These are not intentional errors, but operational noise that are born of haste, decentralization and the absence of appropriate legal review. In several cases, more than 70% of disputes could have been avoided with simple adjustments before release. In addition to lawsuits, the attention of Procons and Senacon grows. Surveillance is increasingly careful, especially when there is evidence of misleading advertising, abusive clauses or failures in the right to information. The institutional impact of a poorly addressed problem can be as serious as its legal consequence.
Litigation has already shown where it hurts. It’s time to use this learning
Companies with a history of consumer actions know the standard: recurring causes, predictable arguments and repeated failures in campaign flow. When judicialization data are analyzed with the history of promotions, it is possible to map vulnerabilities from inconsistencies in communication to critical points in the operation.
This diagnosis allows you to anticipate adjustments, reduce risks and strengthen procedural governance. Learning extracted from litigation, coupled with preventive planning, helps protect results and reputation.
The campaign starts before. Care too
Protecting Black Friday requires advance, method and collaboration. Companies that have already internalized this logic adopt concrete measures to reduce risks and preserve results.
Among the most effective practices:
- Specific legal checklists for promotional campaigns based on the history of litigation.
- Prior validation of slogans, coupons, exchange and cancellation policies.
- Consumer journey simulations to detect hidden failures.
- Response arrays for SAC, Procon and Digital Channels, prepared before launch.
- Black Friday -related litigation data segmentation, avoiding contamination of general indicators.
The segmentation deserves highlight: when Black Friday’s legal impact is not measured separately, references to future decisions are lost.
Real profit is in the sustainability of the result
A successful campaign is not just the one that breaks sales records, but the one that ends with preserved margin, intact reputation and incorporated learning. Bold campaigns strengthen positioning, but need to maintain coherence between promise and delivery. When execution and strategy go together, commercial gain from being corroded by crises or disputes is avoided.
The real measure of success is to transform each edition of Black Friday into a credibility asset capable of generating immediate revenue and reinforcing the company’s image as reliable, responsible and prepared to grow sustainably. The time to protect is now, before the sale becomes a process.
*This text does not necessarily reflect the opinion of the young Pan.
