Advertising to children in Brazil

Abstract

Outlines the legislative structure surrounding advertising to children in Brazil, which is aimed at protecting children because of their lack of experience and vulnerability; it is based on the Brazilian Federal Constitution (BFC). Moves on to CONAR, the National Counsel [sic] of Advertising Self‐Regulation, which was set up by media associations in the 1980s and has a set of rules for ensuring that advertisers obey national regulations; and to the Brazilian Consumer Defence Code (CDC) enacted in 1990, which represents an increase in control by legislators and the judiciary. Indicates types of advertising prohibited: simulated, misleading and abusive, plus product placement. Concludes with provisions for participation of children in advertisements, and over the advertising of tobacco, alcoholic beverages, pesticides, medicine and guns.

Citation

Delgado, R. and Foschia, P. (2003), "Advertising to children in Brazil", Young Consumers, Vol. 4 No. 3, pp. 65-68. https://doi.org/10.1108/17473610310813915