CONAR Updates Guidelines On Advertising With Influencers

The National Advertising Self-Regulation Council (“CONAR”) published, on May 12, 2026, a new edition of the “Guide on Marketing and Advertising by Digital Influencers”, which entered into force on May 13, 2026, and will become effective as of June 1, 2026. The new guide sought to clarify and further detail definitions already provided in its first edition (published in 2021), in addition to introducing new provisions particularly related to the protection of children and adolescents, in order to align it with Law No. 15,211/2025 (“Digital ECA”), as well as provisions regarding the use of artificial intelligence.

The Guide now provides a more detailed definition of the concept of “influencer advertising”. CONAR now considers influencer advertising to be content disclosed on social media by natural persons, virtual profiles, animals, avatars, or characters, with the purpose of promoting products, services, or brands, provided that, cumulatively, there is a relationship of reciprocal