Brazil: National Consumer Secretariat ordered Mercado Livre to remove content and advertisements related to illegal products

On 29 April 2025, the National Council for Combating Piracy and Crimes against Intellectual Property (CNCP), under the National Consumer Secretariat, ordered that Mercado Livre remove content promoting electronic cigarettes and related products, which are illegal in Brazil. Mercado Livre must comply within 48 hours and strengthen controls to prevent future violations. A CNCP survey identified 44 illegal advertisements on Mercado Livre, focusing on the platform's role in the illicit trade of these products, which are prohibited by Brazilian Health Regulatory Agency resolutions and the Brazilian Penal Code.