Log in or register
Share on LinkedInShare on LinkedIn

ARTICLE · 09 AUGUST 2024

A chama acesa para o marketing de emboscada

Mayer Brown
Mayer Brown
Contributor
Mayer Brown

Mayer Brown

Mayer Brown is a leading international law firm positioned to represent the world’s major...

View firm profile
Explore more from Mayer Brown

A prática do marketing de emboscada envolve o uso oportunista para promover produtos e/ou serviços sem investir financeiramente em um evento oficial...

BrazilMedia, Telecoms, IT, Entertainment
Cristiane Manzueto
Cristiane Manzueto
Author LinkedIn connections

Escrito em colaboração com  Rodrigo Leal e Ana Leticia Allevato, associados da área de PD & PI do escritório

A prática do marketing de emboscada envolve o uso oportunista para promover produtos e/ou serviços sem investir financeiramente em um evento oficial, que pode ser esportivo, musical ou de outro segmento. Embora ilegal, a estratégia é usada em todo o mundo e levanta uma série de questões que se tornam ainda mais urgentes ao longo dos tradicionais Jogos Olímpicos, este ano realizados em Paris.

 Para se ter uma ideia da magnitude, os Jogos Olímpicos deste ano devem gerar um impacto econômico de longo prazo de até €11,1 bilhões, de acordo com um estudo encomendado pelos organizadores dos Jogos. Em maio, o Comitê Organizador divulgou ter ultrapassado a arrecadação de €1,1 bilhão em patrocínios. O Time Brasil entrará no evento esportivo batendo um recorde: são 20 patrocínios oficiais firmados com o Comitê Olímpico Brasileiro (COB), número 54% maior em relação

We operate a free-to-view policy, asking only that you register in order to read all of our content. Please login or register to view the rest of this article.

Register for freeORLog in

Visit us at mayerbrown.com

Mayer Brown is a global services provider comprising associated legal practices that are separate entities, including Mayer Brown LLP (Illinois, USA), Mayer Brown International LLP (England & Wales), Mayer Brown (a Hong Kong partnership) and Tauil & Chequer Advogados (a Brazilian law partnership) and non-legal service providers, which provide consultancy services (collectively, the "Mayer Brown Practices"). The Mayer Brown Practices are established in various jurisdictions and may be a legal person or a partnership. PK Wong & Nair LLC ("PKWN") is the constituent Singapore law practice of our licensed joint law venture in Singapore, Mayer Brown PK Wong & Nair Pte. Ltd. Details of the individual Mayer Brown Practices and PKWN can be found in the Legal Notices section of our website. "Mayer Brown" and the Mayer Brown logo are the trademarks of Mayer Brown.

© Copyright 2026. The Mayer Brown Practices. All rights reserved.

This Mayer Brown article provides information and comments on legal issues and developments of interest. The foregoing is not a comprehensive treatment of the subject matter covered and is not intended to provide legal advice. Readers should seek specific legal advice before taking any action with respect to the matters discussed herein.

View source

Related Articles

Legal Intelligence Newsletters: sign up for the latest legal and regulatory news on your chosen topics

Read more about

Related Comparative Guides

See more popular content from

Article

TSE Requires Electoral Compliance Plan From Digital Platforms

Brazil's Superior Electoral Court has mandated that digital platforms submit detailed compliance plans by August 16, 2026, outlining measures to safeguard electoral integrity and prevent misinformation during the 2026 elections. The ordinance applies to platforms with over 5 million monthly active users in Brazil, requiring comprehensive documentation of content moderation, AI governance, and coordinated behavior detection strategies. Non-compliance may result in public disclosure, direct regulatory supervi
BrazilMedia, Telecoms, IT, Entertainment
Licks Attorneys
Licks Attorneys
Article

CONAR Publishes New Edition Of The Digital Influencer Marketing And Advertising Guide

Brazil's advertising self-regulation body CONAR has released comprehensive new guidelines governing digital influencer marketing, significantly expanding the definition of influencer advertising and establishing stricter transparency requirements. The updated framework addresses emerging challenges including AI-generated content, child participation protocols, and the distinction between organic and commercial social media posts.
BrazilMedia, Telecoms, IT, Entertainment
Global Advertising Lawyers Alliance (GALA)
Global Advertising Lawyers Alliance (GALA)
Article

CONAR Updates Guidelines On Advertising With Influencers

The National Advertising Self-Regulation Council (CONAR) has released an updated Guide on Marketing and Advertising by Digital Influencers, introducing significant changes to transparency requirements, child protection measures, and artificial intelligence usage in advertising campaigns. The new edition, effective June 1, 2026, expands the definition of digital influencers beyond natural persons and clarifies material connection requirements between influencers and advertisers.
BrazilMedia, Telecoms, IT, Entertainment
KLA Advogados
KLA Advogados
Article

Brazil Issues Rules For Digital Platforms

Brazil has introduced comprehensive new regulations for digital platforms through two federal decrees that fundamentally reshape platform liability, content moderation requirements, and protections for women in digital spaces. The rules establish strict timelines for removing criminal content, mandate systemic risk assessments, and create presumed liability for unlawful content distributed through advertisements or artificial networks. How will these sweeping changes impact platform operations and user safe
BrazilMedia, Telecoms, IT, Entertainment
Licks Attorneys
Licks Attorneys
Article

Setor de apostas tem novas regras de publicidade a partir de julho

O Governo Federal publicou duas portarias que estabelecem novas regras para publicidade de apostas esportivas no Brasil, ampliando as obrigações para toda a cadeia publicitária. As normas incluem advertências obrigatórias sobre riscos de dependência e impõem requisitos de verificação prévia para agências, plataformas e redes sociais que veiculem conteúdo relacionado a bets.
BrazilMedia, Telecoms, IT, Entertainment
KLA Advogados
KLA Advogados
Article

Betting Sector Faces New Advertising Rules Starting July

Brazil's Federal Government has issued two new administrative orders that significantly expand regulatory obligations for advertising in the fixed-odds betting sector, imposing mandatory warning requirements and prior verification duties not only on betting operators but across the entire advertising ecosystem—including agencies, platforms, and social media networks. What specific compliance steps must advertising intermediaries now take to avoid enforcement action, and how do these rules reshape liab
BrazilMedia, Telecoms, IT, Entertainment
KLA Advogados
KLA Advogados
Article

Publicidade de apostas de quota fixa ganha novas restrições; confira e-book

Municipalities and states across Brazil are rapidly implementing new restrictions on fixed-odds betting advertising, creating a complex regulatory landscape with varying enforcement mechanisms and substantial penalties. This analysis examines the key municipal and state regulations currently in force, from Rio de Janeiro to Rio Grande do Sul, and explores how operators, agencies, and public entities can navigate this evolving compliance environment.
BrazilMedia, Telecoms, IT, Entertainment
KLA Advogados
KLA Advogados
Article

DOL Announces Enforcement Actions Against Employers In H-1B And PERM Fraud Probe

The Trump Administration has launched an unprecedented enforcement action suspending permanent labor certification processing for eight major employers, linking immigration sponsorship to layoff histories and recruitment practices. This development signals a fundamental shift in how the government evaluates employer access to H-1B and green card programs, with investigations already underway and subpoenas served.
United StatesEmployment and HR
Mayer Brown
Mayer Brown
Article

Trump Administration Announces New Enforcement Actions Against Employers In H-1B And PERM Fraud Probes

The Trump Administration has launched an unprecedented investigation into H-1B visa and PERM labor certification programs, with the Department of Labor's Office of Inspector General issuing dozens of subpoenas and suspending employers' ability to process applications. Federal agencies are deploying new enforcement tools including whistleblower programs and criminal prosecution threats...
United StatesImmigration
Mayer Brown
Mayer Brown
Article

SEC Staff Statement On Fair Value Measurement And Disclosure Considerations For Private Assets

The SEC Staff has issued new guidance addressing fair value measurement and disclosure practices for private credit and other illiquid assets held by registered funds and business development companies. As private credit portfolios have grown nearly 60% since 2020, reaching $270 billion, regulators emphasize the critical importance of robust valuation methodologies, transparent disclosure of significant judgments, and careful application of accounting standards when market prices are unavailable.
United StatesAccounting and Audit
Mayer Brown
Mayer Brown
Article

AI Regulation In Singapore And Hong Kong: A Mid-Year Checkpoint

Singapore and Hong Kong continue to regulate artificial intelligence through existing laws and voluntary frameworks rather than comprehensive AI statutes, but the first half of 2026 has brought sharper emphasis on practical controls including agentic AI governance, assurance and testing, financial-sector oversight and cyber resilience. Both jurisdictions are building concrete expectations around risk management, transparency, human accountability and operational safeguards while avoiding horizontal AI legis
GlobalStrategy
Mayer Brown
Mayer Brown
Article

European Union Adopts 21st Package Against Russia & Parallel Sanctions On Belarus

The European Union has adopted its 21st package of sanctions against Russia and Belarus, significantly expanding restrictions across finance, energy, crypto, and military-industrial sectors. This comprehensive package introduces 218 new designations, freezes the oil price cap, imposes stricter LNG controls, and closes loopholes while reinforcing measures to discourage third-party sanctions evasion. The sanctions also strengthen protections for EU operators and facilitate business exits from Russia.
European UnionInternational Law
Mayer Brown
Mayer Brown
Article

Russia/Ukraine Sanctions Update - Month Of August 2026

This monthly update tracks the latest developments in Russia/Ukraine sanctions across US, EU, and UK jurisdictions, covering new designations, general license extensions, legislative proposals, and enforcement actions. The update also examines Russia's countermeasures, including shadow fleet expansion and legal restrictions on foreign investors, while highlighting international coordination efforts by Switzerland, Canada, and New Zealand.
GlobalInternational Law
Mayer Brown
Mayer Brown