J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising and marketing to children and teenagers in Brazil – statistics and facts
Brazilian legislation deems it unethical to promote brands to kids – but their parents remain targetable. As legal frameworks evolved, from the Child and Adolescent Statute in 1990 to a 2014 resolution and a 2016 law against "consumerist pressure" and "precocious exposure to marketing communications," advertising towards people under 18 faded along with traditional for-profit media focused on those audiences. That included the end of "TV Globinho" and less consistent broadcasting of "Bom Dia & Cia," two daily morning cartoon shows aired by some of Brazil's most-viewed free TV channels.
While authorities' regulations theoretically also apply to the internet, over one-third of Brazilian parents or guardians bought an item their children asked for after seeing an online advertisement in 2023. By the end of that year, more than half of kids in Brazil influenced their families' purchase decisions strongly or a lot. The data indicates that many brands continue to desire and reach the youth as a target group, albeit mediated by the adults raising them.
While authorities' regulations theoretically also apply to the internet, over one-third of Brazilian parents or guardians bought an item their children asked for after seeing an online advertisement in 2023. By the end of that year, more than half of kids in Brazil influenced their families' purchase decisions strongly or a lot. The data indicates that many brands continue to desire and reach the youth as a target group, albeit mediated by the adults raising them.
