Brazil: National Consumer Secretariat adopted warning on identification of advertising content on digital platforms

On 17 June 2025, Brazil’s National Consumer Secretariat (Senacon) issued a warning that all advertising content on social media must be clearly and immediately identified, in accordance with the Consumer Protection Code. The announcement applies to influencers and companies engaging in commercial partnerships for product or service promotion across digital platforms. Senacon emphasised that tags or an explicit notice of promotional intent must be used in posts, stories, videos, and other formats where a commercial relationship exists. Failure to disclose may constitute misleading advertising under Articles 36 and 37 of the Code, with liability shared by both influencer and brand. Senacon also encouraged to report violations through platforms like Consumidor.gov.br and local consumer protection bodies.