Brazil: Bill defining influencer activity in electronic media and establishing rules on advertising and image use (Bill No. 5234/2025) including fair marketing and advertising practice requirement was introduced in Chamber of Deputies

On 16 October 2025, the Bill defining influencer activity in electronic media and establishing rules on advertising and image use (Bill No. 5234/2025) was introduced in the Chamber of Deputies. The Bill provides that individuals or legal entities who commercially promote products, services, or causes online must identify sponsored content with clear markings such as “advertising” or “sponsored content”, in accordance with Law No. 4.680/1965, Law No. 8.079/1990, and Law No. 9.294/1996. It requires edited or artificial intelligence-generated images to include visible labels indicating “edited image” or “virtual image” and establishes penalties for non-compliance. Influencer agents must ensure contractual transparency and shared liability, while digital platforms, including social networks and search or messaging services, are required to maintain reporting mechanisms for illegal content and moderation transparency. The Executive Branch is responsible for further regulation and enforcement of the Bill’s provisions.