Brazil mandates public ad registries for social media platforms

The Brazilian federal government has implemented new regulations for advertisements and boosted content on social media and digital platforms to combat online scams and fraud. Under Joint Ordinance No. 3, signed by the National Consumer Secretariat (Senacon), the National Secretariat for Digital Rights (Sedigi), and the Secretariat for Digital Policies (SPDigi), digital services with more than 1 million monthly active users in Brazil must maintain a free, public repository of paid advertising.

This online advertising library will allow users to search and filter records, even after a campaign has ended, with data remaining available for at least one year. Required information includes the advertisement content, the brand or service being promoted, an identifier for the party responsible for the contract, the duration of the campaign, estimated reach, and associated links. The rules also apply to foreign companies selling advertising to Brazilian users, though marketplaces with editorial control are exempt. Specific requirements have also been established for financial product advertisements to ensure clearer identification of sponsored content.