Messaging Compliance in Brazil

Overview

Marketing messages in Brazil must comply with the General Data Protection Law (LGPD), enforced by the ANPD, and the Consumer Defence Code. Operators and industry self-regulation add rules for A2P SMS, so consent and opt-out handling are essential.

The LGPD requires a legal basis for processing, a clear privacy notice and respect for data subject rights; the ANPD enforces it.

Brazilian Portuguese is essential for search and content in Brazil, where Google is dominant; content should be written for Brazilian rather than European Portuguese readers.

WhatsApp is a major business channel in much of Latin America, while in the US and Canada it is used alongside SMS. Consent and data protection laws in each country apply to WhatsApp marketing.

Automated and prerecorded calls are tightly regulated in the US (TCPA and the National Do Not Call Registry) and Canada (CRTC Unsolicited Telecommunications Rules), and other countries in the region have their own registers and rules.

Advertising Rules

Advertising should follow the CONAR self-regulatory code and the Consumer Defence Code, including CONAR's guide on influencer advertising.

Digital Habits and Channels in Brazil

Brazil is one of WhatsApp's largest markets, and businesses use it for sales, support and order updates as a matter of course; Instagram and TikTok drive discovery. SMS is used for codes and reminders, and consumers can register on Não Me Perturbe to block telemarketing calls from telecom and bank-loan providers.

Pix, the central bank's instant payment system, is used by most adults, and boleto bancário and card instalments (parcelado) remain important. Black Friday, Christmas, Mother's Day, Carnival and the 13th salary paid at year-end shape spending, and the LGPD governs consent.

Brazil is Latin America's largest economy, with agribusiness (soybeans, coffee, sugar, beef and orange juice), mining, oil from the offshore pre-salt fields, and large manufacturing, banking and retail sectors. Pix, the central bank's instant payment system launched in 2020, is used by most adults and has overtaken cards for many purchases, while boleto bills and instalment card payments (parcelamento) remain common. The LGPD requires a legal basis for marketing, and the ANPD supervises it. Consumers can block telemarketing calls through the 'Não Me Perturbe' register, and the Black Friday, Mother's Day and Christmas periods drive the biggest campaigns.

Practical Details

Country code +55; time zone America/Sao_Paulo; currency Brazilian real (BRL). Usual working week: Monday to Friday.

Cities we cover in Brazil

• São Paulo
• Rio de Janeiro
• Brasilia
• Belo Horizonte
• Curitiba
• Porto Alegre
• Salvador
• Recife
• Fortaleza
• Campinas
• Manaus
• Goiânia
• Belém
• Florianópolis
• Vitória

General information, not legal advice, as of October 2026.