# Brazil consumer service regulation implementation > Live situation record from CLSTR: https://clstr.news/situations/brazil-consumer-service-regulation-implementation > Updated: 2026-10-26T17:28:33.000Z. Sources: 25. Developments: 3. The Brazilian government has introduced Decree No. 13.135/2026, establishing new regulations for Customer Service (SAC) to improve accessibility and efficiency. These rules apply to sectors regulated by the federal administration and digital financial institutions supervised by the Central Bank. A central mandate of the decree is the compulsory provision of human assistance. While companies may use artificial intelligence for screening or standard queries, consumers must have access to real-time human interaction between 8:00 and 20:00 daily, including weekends and holidays. Additionally, at least one electronic channel must operate 24/7, and immediate human assistance is required for urgent cases. Other key provisions include a limit of five levels for automated menu navigation and strict response times. For telephone services, companies must aim to answer 80% of calls within 20 seconds, with a maximum wait time of five minutes. If a call is disconnected, the company is required to return the contact within five minutes without requiring the customer to repeat information. Regarding financial and contractual matters, the decree mandates instant service for contract cancellations through the same channels used for sign-ups. Complaints regarding improper charges or uncontracted services must be addressed within a 48-hour deadline, while non-urgent demands have a maximum seven-day response period. The regulations are set to take effect on November 2. Legal experts and organizations such as FecomercioSP note that obligations are concentrated on regulated sectors and digital platforms to mitigate excessive costs. The implementation timing is significant as it precedes Black Friday, a period that saw a 39.6% increase in consumer complaints in 2025. ## Timeline ### 2026-10-26: Brazil implements new consumer service regulations Brazil's new SAC decree mandates 24/7 digital channels and daily human assistance from 8:00 to 20:00, effective November 2. 2 sources. https://clstr.news/cluster/brazil-implements-new-consumer-service-regulations-2 ### 2026-10-16: Brazil implements new consumer service regulations Brazil has implemented new SAC regulations requiring mandatory human assistance, stricter response deadlines, and limits on automated menus to improve consumer service efficiency. 3 sources. https://clstr.news/cluster/brazil-implements-new-consumer-service-regulations-1 ### 2026-10-13: Brazil mandates human customer service under new SAC rules Brazil's new Decree 13.135 mandates human customer service, free SAC, and simplified cancellations for regulated sectors and digital financial institutions, effective in 20 days. 20 sources. https://clstr.news/cluster/brazil-implements-new-consumer-service-regulations --- Cite as: Brazil consumer service regulation implementation. CLSTR, https://clstr.news/situations/brazil-consumer-service-regulation-implementation