Business · Companies · 5 hrs ago
São Paulo court upholds ruling against 99Food over ads targeting iFood
A São Paulo court upheld a ruling against 99Food over two advertising campaigns that referred to rival food-delivery platform iFood.
The decision, made on October 21, keeps a R$50,000 award for moral damages and requires 99Food to stop running the ads.
One campaign claimed iFood collected R$62.7 million a day in fees, while another used negative user comments about iFood to promote 99Food.
The judges said the fee estimate could not be checked and did not give equivalent information about 99Food's own fees; they also found the comments campaign was disparaging and lacked concrete comparisons.
The ruling matters because it says comparative ads must use objective, verifiable information that allows consumers to assess the services fairly.
The court also upheld 99Food's duty to pay for material losses, but the amount will be calculated later.
99Food said it had not been notified of the decision.
A São Paulo court upheld a ruling that 99Food engaged in unfair competition in two advertising campaigns referring to iFood.
The court rejected 99Food’s appeal on 21 October and maintained a R$50,000 award for moral damages.
It also upheld an order to stop showing the ads, while the amount of material damages is still to be calculated.
The campaigns included an estimate of iFood’s daily fee revenue and negative user comments about the competitor.
The court said the ads lacked objective, verifiable information and could mislead consumers or disparage iFood.
- Who
- 99Food and iFood, two food-delivery platforms.
- What
- A São Paulo court upheld a ruling against 99Food over two advertising campaigns targeting iFood.
- When
- The appeal was decided on 21 October 2026.
- Where
- São Paulo, Brazil.
- Why
- The court found the ads lacked adequate, verifiable comparisons and could mislead consumers or disparage iFood.
iFood
99Food
Campaigns
iFood
iFood challenged the campaigns in court as excessive comparative advertising.
99Food
99Food argued the campaigns were informative and within the limits of comparative advertising.
Court case
iFood
The court found the ads could mislead consumers or disparage iFood.
99Food
99Food argued that its humorous tone and purpose made the campaigns permissible.
iFood challenged two 99Food advertising campaigns in court.
Three judges rejected 99Food’s appeal and upheld the ruling against the company.
Folha published its report on the court decision.
- Appeal ruling
- 21 October 2026
- Moral-damages award
- R$50,000
- Campaigns
- Taxômetro” and “Respostas Bem Servidas
- Taxômetro” estimate
- R$62.7 million in iFood fees per day
- Court
- 1st Reserved Chamber of Business Law in São Paulo