Decision · Administrative

Dejusticia v. Postobón (Guajira campaign)


To clarify the legal framework and limits regarding corporate social responsibility campaigns for unhealthy foods.


Between July 2017 and February 2018, Gaseosas Posada Tobón S.A. (Postobón) developed a corporate social responsibility program that consisted of distributing “Kufu”, an experimental drink, in ethnic schools in La Guajira, with the logo “Kufu wants to see you grow!” (“¡Kufu quiere verte crecer!”). Measures such as blood tests were taken to observe changes in the growth of kids in the community.

The campaign was questioned by civil society due to the lack of nutrients in the beverage and its high sugar content. Dejusticia sent petition rights and requests for information to entities such as Ministry of Health [Ministerio de Salud], the Colombian Institute of Family Welfare [ICBF, Instituto Colombiano de Bienestar Familiar], the Attorney General’s Office [Procuraduría General de la Nación], the National Institute for Drug and Food Surveillance [INVIMA, Instituto Nacional de Vigilancia de Medicamentos y Alimentos], and the Superintendence of Industry and Commerce [Superintendencia de Industria y Comercio].

The authorities never replied to Dejusticia’s request. Postobón rolled back the campaign voluntarily. More information on the factual developments is available in the press articles attached as supporting material.