Concorrência Desleal

Verisure vs Mercado Livre: an unfair competition case

branddi · Published on March 11, 2025 · Updated on April 10, 2026

At the end of February, a legal dispute between two large companies brought media attention back to cases of unfair competition. This time, the brands involved were Verisure, responsible for offering alarm systems, and Mercado Livre, the Brazilian leader in the e-commerce sector.

But what really happened for companies from completely different sectors to enter this competition? Come with Branddi and understand more about the case and how to prevent your business from suffering from unfair competition!

Verisure vs Mercado Livre

When we talk about institutional keywords, we are not just talking about terms related to the product or service offered by the company, but also about its identity and strategic positioning in the market, attracting organic traffic and building a solid image.

And it is exactly for these reasons that it is not uncommon to see brands with a very protective stance in relation to its institutional terms.

And it was this issue that led to the confrontation between Verisure and Mercado Livre, which was accused and condemned for unfair use due to the linking of the term “Verisure” in Google ads.

The decision in the first instance by the 1st Reserved Chamber of Business Law of the Court of Justice of São Paulo (TJSP) marked an important transformation in the legal view on competition cases unfair, establishing a significant precedent for disputes involving the misuse of institutional keywords in paid advertisements.

After all, it is more common to see accusations of <a href = e-commerce, thus preventing the company from gaining an advantage over traffic that would naturally be destined for the original brand.

This decision resonates with article 195 of the Industrial Property Law, which determines that it is illegal to use another company's brand or commercial name in a way that creates confusion or misappropriation of the fruits of another's efforts.

What can the Verisure vs Mercado Livre case teach?

Here, at Branddi, we have been closely observing the increase in legal cases involving unfair competition, and the confrontation between Verisure and Mercado Livre is just another example.

However, even though the topic is gaining increasing legal importance, the best way to protect your brand against parasitic actions is still prevention. And that's exactly where Branddi operates, monitoring the entire digital environment 24/7 and identifying suspicious actions before they turn into bureaucratic and onerous processes.

Do you want to keep your business safe and your consumer's trust intact? Continue following Branddi's shielding marketing!

Back to blog