Brazil · Advertising framework
Advertising diagnostic tests and services on websites in Brazil
General market orientation, not campaign clearance. Research scope and dates
Product and service rules
Confirm the device’s actual regularisation route
Regulator guidance
Check the applicable ANVISA device or IVD classification, regularisation and intended use before promoting performance. The equipment manual is a starting point, not a decision about a particular IVD. Review a diagnostic service separately from the kit or equipment it uses.
Sources: Medical equipment regularisation manual; Lei 6.360/1976
Use the IVD-specific classification and regularisation route
Regulator guidance
ANVISA identifies RDC 830/2023 as the IVD classification and regularisation framework. Classification depends on intended use, user expertise and the significance of results for individuals and public health; where several rules apply, the higher risk class controls. Classes III and IV require registration. Verify the exact device record and intended user before promoting a professional test as a consumer self-test or making diagnostic promises.
Sources: IVD classification under RDC 830/2023; Device registration and notification
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
Review the whole website journey
Editorial recommendation
Review the product card, metadata, testimonials, booking page and checkout together. Archive the published version and check third-party widgets after updates.
Campaign workflow
Diagnostics & Health Testing: prepare the review
Editorial recommendation
Separate a test kit, laboratory service, screening package and medical interpretation. State the intended population and explain the limits of a positive or negative result. Review both product rules and provider rules when a device is bundled with a clinical service.
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
- Separate a test kit, laboratory service, screening package and medical interpretation.
- State the intended population and explain the limits of a positive or negative result.
- Review both product rules and provider rules when a device is bundled with a clinical service.
- 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
Advertising diagnostic tests and services on websites in Brazil requires a distinction between the test product, the laboratory service and the interpretation of the result. Use this framework to review those layers and the limits of the advertised outcome.
On a website, the headline, product card, testimonial, embedded video and booking or checkout page all contribute to the message. Follow the rules below across that journey, rather than reviewing the landing-page text in isolation.
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
- Medical equipment regularisation manual
Targeted source review; apply the cited provision to the exact offer and check subsequent changes before launch.
- 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.
- IVD classification under RDC 830/2023
Follow-up review of the cited issue on 25 October 2026; scope and remaining conditions are recorded in the modules and review register.
- Device registration and notification
Follow-up review of the cited issue on 25 October 2026; scope and remaining conditions are recorded in the modules and review register.
From framework to action
Local expertise in Brazil
Find support with medical and health marketing, marketing and sales advice, or organizing your business and coordinating projects in Brazil.
Medical & health marketing
No partners listed in this category yet.
Marketing & sales advisory
No partners listed in this category yet.
Business & project coordination
No partners listed in this category yet.
Join the local partner directory
Would you like your company to be listed?
Talk to us about the terms of a listing. Leave your details and we will get in touch.