Brazil implements new consumer service regulations

New regulations for Customer Service (SAC) in Brazil, established by Decree No. 13.135/2026, are set to take effect on November 2. The law introduces several mandatory requirements for covered companies, including the provision of human assistance daily from 8:00 to 20:00, including weekends and holidays. Additionally, businesses must maintain at least one electronic service channel available 24 hours a day, seven days a week.

The decree also mandates a maximum seven-day response period for non-urgent demands and establishes rules to facilitate service cancellations. While the use of Artificial Intelligence is permitted, companies must ensure customers can access a human attendant under the specified hours.

Legal experts and organizations like FecomercioSP note that the obligations are concentrated on regulated sectors and digital platforms to avoid excessive costs for all businesses. The timing of the implementation is particularly significant as it precedes Black Friday, a period that saw a 39.6% increase in consumer complaints in 2025, primarily due to delivery delays and order cancellations.