Law · Administrative Acts

Resolution on Advertising and Marketing Communication to Children and Adolescents (Resolution No. 163 of 2014)


This resolution establishes criteria that make advertising and marketing practices targeted at children and adolescents abusive.


Adopted by the National Council of the Rights of Children and Adolescents [Conselho Nacional dos Direitos da Criança e do Adolescente, CONANDA], this Resolution provides the following:

  • “Marketing communication” (in Portuguese, “comunicação mercadológica”) is any commercial communication activity, including advertising, for the dissemination of products, services, brands, and companies, regardless of the medium used (Art. 1.1).
  • Marketing communication encompasses, among other tools, print ads, TV commercials, radio spots, banners and web pages, packaging, promotions, merchandising, actions through shows and presentations, and product placement at points of sale (Art. 1.2).
  • The practice of directing marketing communications to children will be considered abusive when it seeks to persuade them to consume any product or service and uses any of the following: children’s language, special effects, and excess color; representation of a child; soundtracks for children’s songs or sung by children’s voices; people or celebrities that appeal to children; cartoons or animation; dolls or similar toys; promotions with distribution of prizes or collectible gifts appealing to children; promotions with competitions or games appealing to children. (Art. 2).
  • Marketing and advertising communication in day-care centers, schools, and institutions for primary education will be considered abusive, including when it appears on school uniforms or teaching material (Art. 2.2).