Brazil · Advertising framework
Search advertising for cosmetics and skincare in Brazil
General market orientation, not campaign clearance. Research scope and dates
Product and service rules
Cosmetic promotion must not misrepresent the product’s purpose
Legal requirement — paraphrased
Article 59 prohibits product advertising that creates a false impression about characteristics or attributes purposes the product does not have. Determine the correct cosmetic or therapeutic classification and regularisation before developing efficacy or treatment claims.
Sources: Lei 6.360/1976
Channel rules
Check the complete consumer-facing message
Regulator guidance
Consumer advertising must be identifiable and must not be misleading or abusive, including through omission. Keep the factual, technical and scientific basis for the message. Review service promises, product claims, price conditions and imagery together; an influencer label does not remove these obligations.
Health information has a sensitive-data regime
Regulator guidance
ANPD identifies health information as sensitive personal data under the LGPD. Determine an applicable Article 11 condition for that processing rather than relying automatically on an ordinary Article 7 marketing basis. Review patient stories, list building, tracking and sharing separately.
Sources: ANPD frequently asked questions
Control short copy and dynamic assets
Editorial recommendation
Approve keywords, responsive assets, sitelinks and destinations together. Disable combinations that would lose a required qualification. A landing page is not an automatic substitute for information required in the ad itself.
Campaign workflow
Cosmetics & Skincare: prepare the review
Editorial recommendation
Check whether the intended use remains cosmetic or triggers a drug, quasi-drug or device route. Hold evidence for the finished-product claim and the advertised conditions of use. Check that retouching, ingredient stories and before-and-after images do not overstate the result.
Keep a traceable campaign decision
Editorial recommendation
Keep one review record linking the offer, local market status, claim evidence, exact creative, media settings and any regulatory or professional clearance. Record who checked each condition. Reopen the review when the offer, claim, source rule or execution changes.
Pre-publication checklist
- Check whether the intended use remains cosmetic or triggers a drug, quasi-drug or device route.
- Hold evidence for the finished-product claim and the advertised conditions of use.
- Check that retouching, ingredient stories and before-and-after images do not overstate the result.
- Record product or provider eligibility before approving claims.
- Archive the final creative and its evidence, permissions and review decisions.
- Assign an owner for source updates, complaints and prompt withdrawal of inaccurate material.
Scope and unresolved questions
- CFO patient-image conditions and the IVD-specific RDC 830/2023 route are now documented. The final effect of RDC 96 litigation remains unverified. Actual court orders, state/municipal licences, pharmacy codes, product warning assets and the legal basis for direct marketing still require a campaign review.
- This national baseline does not review every broadcaster rule, platform policy, regional licensing condition, promotion mechanic or data-transfer arrangement. No format-specific warning dimensions or durations should be inferred where none are supplied.
Research scope, introduction and dates
For cosmetics and skincare in search ads in Brazil, start with the intended use and the evidence for the finished product. Review ingredient stories, therapeutic implications and result imagery together so that the presentation remains within the appropriate local category.
Search advertisements leave little space for qualifications. Review the visible copy, extensions and dynamic assets together with the destination, and establish whether the format can carry the information the advertisement requires.
General market orientation, not legal, regulatory or medical advice, a complete compliance plan or clearance of an advertisement. Actual requirements depend on the specific offer and campaign.
How to use this national baseline
Editorial overview
This framework combines researched national rules with editorial review steps. Federal ANVISA and professional advertising baseline; local licences and professional scope require individual checks. A visible channel workflow does not establish that the selected product or service may be advertised there. Read the category restrictions first.
The review date identifies when the cited provisions or regulator excerpts were checked. It does not mean that every local rule, exception, professional standard or platform policy has been reviewed.
Sources
- Lei 6.360/1976
Targeted source review; apply the cited provision to the exact offer and check subsequent changes before launch.
- Consumer Protection Code, Lei 8.078/1990
Targeted source review; apply the cited provision to the exact offer and check subsequent changes before launch.
- ANPD frequently asked questions
Targeted source review; apply the cited provision to the exact offer and check subsequent changes before launch.
From framework to action
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