Skip to main content

Issue October 2026

Brazil advertising rules in 2026

Brazil’s advertising self-regulator CONAR published a new edition of its influencer marketing guide, in effect from 1 June 2026. It widens the definition of digital influencers beyond individuals, clarifies when a material connection with an advertiser exists and adds rules on child protection and the use of AI in ads. On the data side, the national data protection authority ANPD has set rules for international transfers, including standard contractual clauses, and keeps an active regulatory agenda for 2025 and 2026. For e-commerce, Mercado Ads sells placements across Mercado Libre.

Executive findings

  1. 1

    CONAR’s new Digital Influencer Marketing and Advertising Guide takes effect on 1 June 2026 and extends the definition of digital influencers beyond natural persons.

    Secondary source. Scope: Brazil; Legal 500 summary, as of . [1]

  2. 2

    CONAR publishes the influencer guide and a separate good-practice guide for online advertising directed at children.

    Documented: official source. Scope: Brazil; CONAR, as of . [2]

  3. 3

    ANPD’s regulation on international transfers sets standard contractual clauses and conditions for transfers under article 33 of the LGPD.

    Documented: official source. Scope: Brazil; ANPD, as of . [3]

  4. 4

    ANPD Resolution No. 31 of 22 December 2025 amended the regulatory agenda for 2025 and 2026.

    Documented: official source. Scope: Brazil; ANPD, as of . [4]

Method and limitations
Question
What changed in advertising rules and platform options in Brazil during 2025 and 2026, and what should an advertiser do about it?
Written for
Marketing leads and founders planning paid media in Brazil.
Decision at stake
Which compliance steps to complete before launch, and which channels deserve a test budget this year.
Sources
CONAR’s site and a Legal 500 summary of the 2026 influencer guide, ANPD’s international transfer regulation and regulatory agenda, and Mercado Libre’s developer documentation for Mercado Ads.
Period
Official and professional sources as published on 18 October 2026.
Markets
Brazil, national rules and the platform policies that apply there
Definitions
  • Material connection: any payment, gift, family, employment or other relationship between a creator and an advertiser that could affect how the audience reads the content.
Limitations
  • This briefing is not legal or tax advice. Confirm obligations with qualified local counsel before acting.
  • Rules and platform terms change; each source shows the date we read it.

The 2026 influencer guide

Secondary source

CONAR’s guide applies the Brazilian Advertising Self-Regulation Code to influencer content. The 2026 edition covers transparency in identifying paid content, stronger protection for children and adolescents, and the use of AI in campaigns. Because it defines influencers more broadly, brand accounts and virtual creators can fall inside it.

CONAR decisions are self-regulatory, but platforms and media follow them, and consumer authorities can act separately under consumer law.

Data transfers and the LGPD

Documented: official source

Most ad platforms process Brazilian data outside Brazil. ANPD’s transfer regulation provides standard contractual clauses as one route to make those transfers lawful. Advertisers should check that the platforms and agencies they use rely on a recognised mechanism, and that privacy notices describe the transfer.

Opportunities this year

Documented: official source

Mercado Ads sells product and display ads across Mercado Libre, where many Brazilian shoppers compare products. Paired with Google, Meta and creator programmes that follow the CONAR guide, it gives e-commerce brands a full-funnel plan. FOCUSADS compares marketplace ads with Google Shopping on margin after fees for Brazilian sellers.

How this connects to our method: How market rules enter the plan

References

  1. CONAR publishes new edition of the Digital Influencer Marketing and Advertising Guide, Legal 500 (KLA Advogados), accessed
  2. CONAR: Conselho Nacional de Autorregulamentação Publicitária, CONAR, accessed
  3. Regulation on international transfer of personal data, Autoridade Nacional de Proteção de Dados (ANPD), accessed
  4. Regulatory Agenda for the 2025-2026 biennium (Resolution No. 31), Autoridade Nacional de Proteção de Dados (ANPD), accessed
  5. Mercado Ads introduction, Mercado Libre Developers, accessed

Related reading

  1. Cross-industry, Global

    Where a Google-and-Meta plan stops working

    A plan copied from the home market usually buys Google search and Meta social in every country. In several of our 32 markets the local platforms sell search, messaging or marketplace inventory that this plan never touches, and in two markets the global platforms are not a working route at all. This briefing documents what each local platform says it sells, from its own advertiser pages, and sets out the order of checks we run before splitting a multi-country budget.

    Google Ads, Meta Ads, Search, Marketplace advertising

  2. Cross-industry, Poland

    Poland advertising rules in 2026

    Poland’s competition and consumer authority, UOKiK, is one of the most active enforcers of influencer labelling in Europe. Its recommendations ask for two-level labelling, using the platform’s paid-partnership tool and a text label such as #reklama, and in March 2025 it fined three well-known influencers almost half a million złoty in total. EU political advertising rules have applied since October 2025. On the opportunity side, Allegro Ads gives sellers search and display placements on Poland’s largest marketplace.

    Marketplace advertising, Meta Ads, Google Ads

  3. Cross-industry, Türkiye

    Türkiye advertising rules in 2026

    Türkiye changed its core advertising regulation this year. The amendment published in the Official Gazette on 1 July 2026 took effect on 1 August 2026 and covers targeted advertising, influencer posts, AI-generated ads, discount claims, environmental claims and consumer reviews. Influencers who receive any benefit must mark posts with “reklam” or “tanıtım”, and AI copies of real people may not appear to endorse a product. Separately, the digital service tax on advertising and other digital services fell from 7.5% to 5% from 1 January 2026, which changes the cost of media bought from foreign platforms.

    Google Ads, Meta Ads, Marketplace advertising

Turn the briefing into a plan for your account

Build Your Plan scores each channel for your market, industry, goal and budget, and shows service, setup and media costs on separate lines.

Plan a Brazilian campaign Request a tailored quote
Build your planContact