<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-4387</journal-id>
<journal-title><![CDATA[Problema anuario de filosofía y teoría del derecho]]></journal-title>
<abbrev-journal-title><![CDATA[Probl. anu. filos. teor. derecho]]></abbrev-journal-title>
<issn>2007-4387</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones Jurídicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-43872021000100029</article-id>
<article-id pub-id-type="doi">10.22201/iij.24487937e.2021.15.16118</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Advertising as Guaranteeing: a Defense of Strict Liability]]></article-title>
<article-title xml:lang="es"><![CDATA[La publicidad como factor de garantía: en defensa de una estricta responsabilidad]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Helmreich]]></surname>
<given-names><![CDATA[Jeffrey S.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of California  ]]></institution>
<addr-line><![CDATA[Irvine ]]></addr-line>
<country>USA</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<numero>15</numero>
<fpage>29</fpage>
<lpage>51</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-43872021000100029&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-43872021000100029&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-43872021000100029&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: In many jurisdictions, advertisers are held strictly liable for false statements of fact. This may seem to depart from the ordinary moral treatment of speech, whereby individuals describing their activities -the food they cooked last night or the room they prepared for guests- are held only to being sincere and careful about what they say; if they tried hard to get things right, they are morally in the clear if they turn out mistaken. That may invite the thought that strict liability for false advertising is either a departure from ordinary morality or a special context justifying a different moral standard from the norm. Here, to the contrary, I argue that commercial claims often take the form of a familiar type of speech act, namely guarantees, for which, I try to show, speakers are already morally responsible for accuracy, regardless of fault. For that reason, I argue, strict liability for false advertising is not only justifiable, but natural and inevitable.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: En muchas jurisdicciones, los publicistas son considerados estrictamente responsables de las declaraciones falsas de hechos. Esto puede parecer que se sale del enfoque moral ordinario del discurso, según el cual los individuos describen sus actividades -la comida que prepararon anoche o la habitación que prepararon para los invitados-, sólo tienen que ser sinceros y cuidadosos con lo que dicen; si se esfuerzan en hacer las cosas bien, moralmente están libres de culpa si se equivocan. Esto pudiera dar pie a que se pensara que la responsabilidad objetiva por la publicidad falsa constituye una desviación de la moralidad ordinaria o un contexto especial que se justifica por un estándar moral distinto a la norma. En este caso, sostengo, más bien, que las deudas comerciales suelen asumir la forma conocida de una acción verbal, en concreto garantías, de las que pretendo demostrar que los interlocutores ya son moralmente responsables de la veracidad, independientemente del error. Por esa razón, sostengo que la responsabilidad objetiva de la publicidad falsa no sólo es justificable, sino que es natural e inevitable.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Legal Strict Liability]]></kwd>
<kwd lng="en"><![CDATA[Inviting Reliance]]></kwd>
<kwd lng="en"><![CDATA[Guarantees]]></kwd>
<kwd lng="en"><![CDATA[Ethics of Guaranteeing]]></kwd>
<kwd lng="en"><![CDATA[Corporate Product Descriptions]]></kwd>
<kwd lng="es"><![CDATA[Estricta responsabilidad legal]]></kwd>
<kwd lng="es"><![CDATA[invitación a la confiabilidad]]></kwd>
<kwd lng="es"><![CDATA[garantías]]></kwd>
<kwd lng="es"><![CDATA[ética de garantía]]></kwd>
<kwd lng="es"><![CDATA[descripciones de productos corporativos]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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