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This paper aims to unveil colonial racist elements related to the cases of racism in advertising judged by the Brazilian Council of Advertising Self-Regulation (Conar), from 1980 until 2020.

A qualitative critical and historical research was developed, based on a decolonial perspective, with the use of critical discourse analysis (CDA).

By analyzing such phenomenon, the present study can discuss how self-regulatory codes that are based on the International Chamber of Commerce (ICC) 1937 Code are not equipped to deal with racist issues.

Discussions that focus on how racial elements in advertising are treated by a regulatory agency are scarce. Despite the focus being on the Brazilian case, this phenomenon should not be understood as a particularity of this country, since problems related to racism in advertising in countries that also have ICC-type self-regulatory codes are frequent.