A Look at Brazil’s National Council for Self-Regulation in Advertising

Conselho Nacional de Autorregulamentacao Publicitaria (CONAR)

Conselho Nacional de Autorregulamentacao Publicitaria (CONAR)

 

Claucio Mashimo served as the legal and regulatory affairs manager for the Brazil-based Jequiti Cosmetics, where he prepared judicial deposits and analyzed annual budgets. During his time with the company, Claucio Mashimo also structured appeals in Conselho Nacional de Autorregulamentacao Publicitaria (CONAR), otherwise known as the National Council for Self-Regulation in Advertising.

A civil society organization, CONAR operates as the most crucial self-regulation entity in the Brazilian advertisement industry. Established in San Paulo in 1980, it focuses on preventing the release of misleading or offensive ads and campaigns, while defending the freedom of commercial expression. CONAR also fosters fair competition among advertisers and takes direction from a specific ethics code known as the Brazilian Code of Advertising Self-Regulation.

As a non-governmental organization, CONAR possesses no policing abilities and can neither issue refunds to offended customers nor imprison, fine, or take legal action against offenders. Instead, it focuses on the ethics involved in advertising and passes complaints through an ethics committee that makes recommendations for suspension and alterations.