Brazil's ECA Digital law reshapes influencer marketing for minors

The new ECA Digital framework in Brazil extends child‑protection rules to the online environment, requiring brands to obtain qualified consent before collecting or using data from users aged 9‑17. Marketers must redesign segmentation, personalization and advertising strategies to comply with stricter transparency and responsibility standards.

The regulation also mandates that child and teenage influencers obtain a judicial alvará to post monetised content. Families are racing to secure permits, with judges setting conditions such as supervision by legal guardians, limits on product promotion, and approval of content scripts. The National Council of Justice has issued a resolution to standardise alvará procedures, establishing 12‑month authorisations for children and 18‑month terms for adolescents.

These changes affect advertising spend, platform compliance, and the broader digital ecosystem, prompting companies to invest in governance, legal‑marketing collaboration and more context‑driven content approaches.