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Consumer Service — PQR, Warranties and Payment Reversal

Translated from the Spanish source dated September 1, 2026 · English legal review pending

Last updated: September 1, 2026
Effective date: September 1, 2026

1. IDENTIFICATION OF THE PROVIDER

This Consumer Service section is operated by:

Hereinafter, ANCESTRINA.

2. PURPOSE

This page sets out the channels and procedures through which consumers may submit petitions, complaints, claims, warranty requests, withdrawal requests, returns, refunds and payment-reversal requests related to goods or services marketed by ANCESTRINA.

Its purpose is to provide an accessible and traceable mechanism that is distinct from therapeutic, store and general-contact channels.

3. SERVICE PRINCIPLES

Consumer service will be governed by the following criteria:

  • accessibility;
  • clarity;
  • traceability;
  • timely response;
  • good faith;
  • sufficient information;
  • respect for consumers’ legal rights;
  • personal-data protection;
  • separation between consumer service and therapeutic care.

4. MAIN PQR CHANNEL

The main channel for consumer petitions, complaints and claims (PQR) is:

The website must also provide a PQR form that automatically generates a case/reference number together with the filing date and time and allows the consumer to track the case afterward.

Law 1480 of 2011, as amended by Law 2439 of 2024 for ecommerce, requires easily accessible service channels that allow consumers to obtain guidance, file petitions, complaints or claims, retain evidence through a registration or case number with date and time, and use a follow-up mechanism.

5. TYPES OF REQUEST

The system must allow the consumer to classify the request as:

  • Information request or petition;
  • Complaint;
  • Claim;
  • Warranty;
  • Wrong product;
  • Missing product;
  • Defective product;
  • Order not received;
  • Withdrawal;
  • Return;
  • Refund;
  • Payment reversal;
  • Billing;
  • Other consumer matter.

6. MINIMUM INFORMATION FOR FILING A PQR

Depending on the case, the form may request:

  • full name;
  • email address;
  • telephone or WhatsApp;
  • order, invoice or reference number;
  • approximate purchase date;
  • related product or service;
  • type of request;
  • a clear description of what occurred;
  • documents or images reasonably necessary to verify the claim.

Unnecessary information will not be requested, and acceptance of a claim will not be conditioned on documents that are not reasonably required.

7. FILING CONFIRMATION

When a PQR is submitted, the system must generate a confirmation containing at least:

  • case/reference number;
  • date;
  • time;
  • type of request;
  • consumer email;
  • tracking channel or instructions.

The consumer must receive the confirmation on screen and by email.

8. TRACKING

The consumer must be able to check the status of the case using the case/reference number or a secure link associated with the request.

Recommended statuses:

  • Received;
  • Under review;
  • Additional information requested;
  • In process;
  • Solution proposed;
  • Refund in process;
  • Resolved;
  • Closed.

9. RESPONSE PERIOD FOR DIRECT CLAIMS

When the communication constitutes a direct claim under Article 58 of Law 1480 of 2011, ANCESTRINA will respond within fifteen (15) business days following receipt.

The response must adequately address the claim and, where applicable, state the grounds and supporting materials on which it is based.

Special deadlines established by other rules for withdrawal, refunds, warranties, payment reversal or other procedures will apply independently when they are more specific.

10. DIFFERENCE BETWEEN A PQR AND AN OPERATIONAL INQUIRY

An operational question about an order may be handled through tienda@ancestrina.com. A formal consumer-rights claim must be sent to servicioalcliente@ancestrina.com or through the PQR form.

Examples:

11. STATUTORY WARRANTY

The statutory warranty is the obligation of producers and suppliers to respond for the quality, suitability, safety, good condition and functioning of products in accordance with Law 1480 of 2011.

For services that constitute obligations of means, the warranty does not consist of guaranteeing a specific outcome, but of providing the service under the quality conditions that are legally required, offered or ordinarily applicable.

12. WARRANTY PERIOD

The warranty period will be the period established by law or by the competent authority. In the absence of a mandatory rule, it will be the period announced by ANCESTRINA or the producer.

If no period is announced and the product is new, Law 1480 establishes a default warranty period of one (1) year.

For perishable products, the period corresponds to the expiration date.

13. HOW TO REQUEST A WARRANTY REMEDY

The consumer may submit the request to:

Where reasonably necessary, the request should include:

  • name;
  • order number;
  • affected product;
  • delivery date;
  • description of the defect or problem;
  • photographs or reasonable evidence when they help verify the failure.

The consumer will not be required to technically prove the cause of the defect when the law does not impose that burden.

14. ENFORCEMENT OF THE WARRANTY

As a general rule, the statutory warranty for a good may involve free repair of the defect, including transport where necessary and legally required.

If the good cannot be repaired, replacement or refund may apply.

If the failure recurs, and considering the nature of the good and the defect, the consumer may exercise the options provided by law, including a new repair, replacement or a full or partial refund where applicable.

15. WARRANTY COSTS

A valid statutory warranty remedy will not carry an additional cost for the consumer when the law requires the provider or producer to bear those costs.

No fee will be charged for receiving a warranty claim.

16. REGULATED OR SPECIAL-USE PRODUCTS

Products in the ancestral line that contain tobacco, nicotine or other regulated components may be subject to specific safety, sale, delivery and storage conditions.

These restrictions do not remove any warranty, conformity, correct-delivery or information rights that legally apply.

17. RIGHT OF WITHDRAWAL

Where the right of withdrawal applies under Article 47 of Law 1480 of 2011 and no statutory exception applies, the consumer may exercise it within the five (5) business days established by law.

Detailed conditions are set out in the Shipping, Exchanges, Returns, Withdrawal and Refund Policy.

Channel:

18. REFUND FOLLOWING WITHDRAWAL

In ecommerce cases where withdrawal applies and the consumer has complied with the applicable legal obligations, the refund period may not exceed fifteen (15) calendar days under current legislation.

The refund will be made to the corresponding payment instrument or method, or through a method agreed by the parties, with the available options communicated to the consumer.

19. DELIVERY FAILURE OR LACK OF AVAILABILITY

If an order exceeds the delivery period accepted by the consumer, or the statutory default period where applicable, or if the purchased product is unavailable, the consumer may exercise the rights provided by applicable law.

Where unilateral termination is available for these reasons, the monetary refund must be made within the applicable statutory period.

20. PAYMENT REVERSAL

Payment reversal is a mechanism distinct from withdrawal and from the statutory warranty.

When a sale of goods is made through ecommerce and payment was made by credit card, debit card or another electronic payment instrument, the consumer may request reversal in the events provided by Article 51 of Law 1480 of 2011.

These include:

  • fraud;
  • an unauthorized transaction;
  • product not received;
  • product delivered that does not correspond to what was ordered;
  • defective product.

21. DEADLINE FOR REQUESTING PAYMENT REVERSAL

To exercise this mechanism, Law 1480 establishes a period of five (5) business days counted from the legally relevant moment, for example when the consumer became aware of the fraudulent or unauthorized transaction, when the product should have been received, or when a defective or different product was received.

Within that period, the consumer must submit the complaint to the supplier and notify the issuer of the payment instrument, as well as return the product where applicable.

22. CHANNEL FOR PAYMENT REVERSAL

The claim to ANCESTRINA must be sent to:

The consumer must provide sufficient information to identify:

  • the purchase;
  • the payment method;
  • the date;
  • the ground relied upon;
  • the product;
  • the claim made to the issuer of the payment instrument where applicable.

ANCESTRINA will not request complete card numbers or CVV codes through email or ordinary forms.

23. FRAUD OR UNAUTHORIZED TRANSACTION

When a person alleges fraud or an unauthorized transaction, ANCESTRINA may request information reasonably necessary to identify the transaction and cooperate with the participants in the payment process.

The consumer must also complete any actions required with their bank, issuer or payment instrument.

24. PRODUCT NOT RECEIVED

When the ground is non-receipt, ANCESTRINA will review the order status, traceability, carrier, address and proof of delivery without imposing evidentiary burdens on the consumer that do not legally correspond to them.

25. PRODUCT DIFFERENT FROM THE ONE ORDERED

If the consumer receives a product that does not correspond to the order, they must notify ANCESTRINA.

The claim may lead to correction of the order, return, warranty, payment reversal or another solution provided by law, depending on the circumstances.

26. DEFECTIVE PRODUCT

A defective product may give rise to statutory-warranty remedies and, where the requirements of Article 51 are met, payment reversal as well.

The consumer is not required to identify the precise legal remedy in advance for ANCESTRINA to receive the claim. The team must guide the case toward the appropriate procedure.

27. DO NOT CONFUSE THE AVAILABLE MECHANISMS

ANCESTRINA must distinguish internally among:

  • general PQR;
  • warranty;
  • withdrawal;
  • operational cancellation;
  • return for non-performance;
  • refund;
  • payment reversal.

The same situation may involve more than one right. Internal classification may not be used to reduce the consumer’s rights.

28. BILLING

Requests for invoices or corrections to billing information must be sent to:

When a billing request also contains a consumer claim, it must generate or be linked to the corresponding consumer-service case/reference number.

29. PERSONAL DATA IN PQR CASES

Data collected to manage PQR matters, warranties, withdrawal requests, refunds or payment reversal will be processed in accordance with the Personal Data Processing and Privacy Policy.

Consumer-service requests must not automatically be used to add the person to marketing campaigns.

Privacy inquiries:

30. SENSITIVE DATA AND THERAPEUTIC PROCESSES

Requests related to therapeutic processes must not be unnecessarily mixed with the store’s PQR system.

If an economic complaint concerning a therapeutic service requires administrative review, only the information necessary to resolve the consumer matter should be shared, avoiding circulation of intimate details of the therapeutic process.

Therapeutic channel:

31. NEGATIVE OR PARTIAL RESPONSE

When ANCESTRINA denies a claim in whole or in part, the response must clearly explain the reasons and provide the supporting materials on which it relies where applicable.

A generic response such as “not applicable” without explaining the criterion should not be used to close a formal claim.

32. CLOSING THE CASE

The system must record the resolution date, the measure taken and the final status of the case.

The consumer must receive a communication confirming the resolution or closure.

33. REOPENING OR NEW INFORMATION

If the consumer provides relevant new information before final closure or within the applicable legal framework, the team must assess whether the case should be reopened or whether a new case/reference number linked to the earlier one should be created.

34. CONSUMER-PROTECTION AUTHORITY

The Superintendencia de Industria y Comercio (SIC) is one of the competent authorities in Colombia for the protection of consumer rights.

ANCESTRINA’s ecommerce environment must maintain a visible and easily identifiable link to the official SIC consumer-protection channels, in accordance with the obligations applicable to ecommerce.

Superintendencia de Industria y Comercio — SIC

Submitting a claim to ANCESTRINA does not remove any rights that legislation grants the consumer to approach administrative or judicial authorities.

35. DIRECT CLAIM AND CONSUMER-PROTECTION ACTION

In certain consumer-protection proceedings, a direct claim to the producer or supplier is a prerequisite.

Law 1480 provides that the producer or supplier must respond to that claim within fifteen (15) business days.

If no response is received within the applicable period, or if the response is unfavorable, the consumer may use the mechanisms provided by law.

36. LEGAL TERMINOLOGY IS NOT REQUIRED

The consumer does not need to cite legal provisions or technically identify the correct legal remedy in order to submit a claim.

It is sufficient to reasonably describe what occurred and what is being requested. ANCESTRINA must classify and process the case correctly.

37. NO FEE FOR FILING A CLAIM

Submitting a PQR, warranty request, withdrawal request, refund request or payment-reversal request will not carry a filing fee for the consumer.

38. NO RETALIATION

ANCESTRINA will not limit access to rights, service or warranty remedies because a consumer has submitted a claim in good faith.

39. FALSE INFORMATION OR FRAUD

Consumer protection does not protect fraud. ANCESTRINA may reasonably verify the identity, order and circumstances of a claim and may take measures in response to fraudulent requests, without using disproportionate controls to obstruct legitimate claims.

40. RETENTION OF RECORDS

ANCESTRINA will retain records of PQR matters, warranties, withdrawal requests, returns, refunds and payment reversal for the time necessary to comply with legal, contractual, accounting, evidentiary and consumer-service obligations.

Retention must be coordinated with the Privacy Policy and the internal retention schedule.

41. INFORMATION TO THE CONSUMER

Information about consumer rights must be clear, accessible and consistent across the product page, checkout, purchase confirmation, Terms and Conditions, Shipping Policy and this page.

There must not be a public policy that recognizes a right while another page of the site denies it through a generic rule.

42. RELATED DOCUMENTS

43. CONTACT