Trinidad Puga
AssociateTrinidad Puga focuses her practice on antitrust and consumer protection, advising clients across a broad range of industries, including technology and media, consumer goods, and retail.
In antitrust, Trinidad has a comprehensive practice that includes advising on the design and implementation of compliance programs, conducting internal and external investigations, handling litigation, and assisting with merger control proceedings before the National Economic Prosecutor's Office (FNE) and the Competition Tribunal (TDLC). She regularly supports clients on day‑to‑day competition law issues, particularly those involving potential abuse of dominance, cooperation between competitors, exclusivity arrangements, corporate governance structures, and the development of risk‑mitigation strategies tailored to each company's business objectives.
In consumer protection, Trinidad advises companies on the review and drafting of key documents to support their operations while ensuring compliance with the legal framework. Her work includes aligning commercial practices with the Consumer Protection Act and advising on the development of advertising campaigns in line with applicable regulations. She represents clients before the National Consumer Service (SERNAC), including the handling of consumer complaints, as well as in class actions, administrative proceedings, infringement claims, and investigations initiated by the authority. She also represents clients in matters before the Advertising Self‑Regulation and Ethics Council (CONAR).
EXPERIENCE
- A global cosmetics company on ongoing competition law matters in Chile, including tailored compliance training for business units and the development of distributor selection criteria for online marketplace sales. The advice also covered the design of competition‑law‑compliant criteria to support negotiations with a major e‑commerce marketplace in connection with the expansion of the client’s digital distribution channels
- A global technology‑driven transport services company on the ongoing compliance of its commercial practices and projects with Chilean competition law, including regular reviews of business and marketing strategies. The advice includes guidance on compliance with an out‑of‑court agreement negotiated with the national competition authority and approved by the Chilean Competition Court (TDLC)
- A leading Chilean trade association on the design and delivery of a tailored competition law training programme addressing interlocking directorates and the handling of trade secrets in the context of trade association activities. The engagement focused on explaining applicable legal risks, potential sanctions, and practical compliance measures, and included guidance on scenarios raised by participants
- A Chilean natural gas pipeline operator on the design and implementation of a comprehensive antitrust compliance programme tailored to its operations. The mandate included competition law risk due diligence and the development of internal policies and controls to support ongoing compliance across the client's business activities
- A Chilean marketplace and data analytics platform on assessing antitrust risks associated with the dissemination of highly granular sell‑in market reports to retailers and suppliers. The firm reviewed the client's analytics products and advised on contractual and operational antitrust safeguards, including provisions for standard service agreements, to support compliant information sharing
- A global pharmaceutical company on competition law risks arising from a co‑promotion agreement with a competitor for the distribution of a patented medicine, including the assessment of proposed initiatives such as new product formats and marketing under the competitor's brand. The advice focused on evaluating antitrust implications within the co‑promotion framework to support compliant commercial decision‑making
- A global pharmaceutical and diagnostics company on the review and restructuring of its commercial policies to align with Chilean competition law, supported by internal interviews and an assessment of existing documentation. The firm also delivered in‑person training sessions for the client's pharmaceutical and diagnostics business units focused on competition law risks, information exchange, and applicable regulatory sanctions
- An international airline on responding to multiple mandatory information requests issued by the Chilean competition authority in the context of an investigation into the operations of a local aviation company. The advice covered the review and submission of internal data and the preparation of public versions of sensitive documents in line with applicable regulatory and judicial standards, within strict statutory deadlines
- A bus transport company (client name confidential) on the antitrust assessment of proposed transactions in Chile, including analysis of whether filings with competition authorities were required under applicable law. The advice included implementing clean teams and tailored non‑disclosure arrangements to prevent the exchange of competitively sensitive information and assessing clearance prospects for transactions with key market participants based on national precedent
- A Chilean construction company (the client) on a proposed merger with another industry participant operating in a different sector, structured through a consortium, with analysis focused on Chilean competition law, including notification thresholds before the FNE and regulatory compliance. The advice included a review of the transaction agreements, non-compete provisions, and the proposed board composition to assess antitrust and interlocking directorate considerations
- An online grocery intermediation platform operating through mobile devices in consumer protection infringement proceedings initiated by Chile's National Consumer Service (SERNAC). Our defense strategy focused on establishing that the client had not breached the Consumer Protection Law, but had instead lawfully adjusted its business model in response to the exceptional and complex circumstances arising from the COVID‑19 pandemic
- Advised a retail company in the development of a customized antitrust compliance program
- Advised a construction company in the creation of an antitrust compliance program
- English
- Spanish
- J.D., Pontifical Catholic University of Chile, 2018
- LL.M., with mention in Antitrust, King's College London, United Kingdom, 2024
Prior Experience
Academic Activities
- Teaching Assistant for the Civil Law course, Law School, Pontifical Catholic University of Chile, 2018 – 2023
- Teaching Assistant for the Commercial Law course, Pontifical Catholic University of Chile, 2018 – 2023
