The new Law for the Promotion of Healthy Eating (Law 27.642) enacted in Argentina contains provisions that imply a direct restriction on the exercise of the right to use duly registered trademarks, mainly based on the protection of consumer health. This question generates a clear tension between these rights, whose analysis is very useful in order to provide clarity to the panorama resulting from the enactment of the Law, a panorama that has great implications for the commercial activity carried out in our country by companies associated with the food industry. The present work will analyze the regulatory conflict raised and will seek to answer how it should be resolved according to the current laws, doctrine and jurisprudence in Argentina and in the international framework.