The tech giant now has a seat at the table in shaping advertising ethics in Brazil — a move that marks a turning point for digital platforms and self-regulation.
In a groundbreaking move, Google has officially joined the Conar (Brazil’s National Advertising Self-Regulation Council), becoming the first big tech company to participate directly in the country’s leading advertising regulatory body.
Until now, digital platforms have taken part in Conar’s discussions indirectly, through industry groups like IAB Brasil. With this direct membership, Google now gains full voting rights and a more active role in shaping how ethical guidelines are developed and enforced across both traditional and digital media.
This milestone comes at a critical moment. The Brazilian Supreme Court is currently evaluating whether tech platforms should be held accountable for illegal content — including ads — posted by users, even without a court order. Most justices have already voted in favor of this direct liability, a shift that could reshape digital operations across the country.
Beyond policy influence, Google’s participation in Conar comes with concrete tools. The company now has access to the Priority Flagger system — a dedicated channel for flagging potentially harmful or non-compliant ads. Google will also take part in the recently created Content Council, a body tasked with developing ethical advertising guidelines for an evolving media landscape.
For Sergio Pompilio, Conar’s president, Google’s arrival signals a new era of cooperation between traditional and digital media players. Meanwhile, Fábio Coelho, president of Google Brazil, emphasized the company’s commitment to building a healthier and more trustworthy advertising ecosystem.
This step toward greater transparency and collaboration not only reflects the maturity of Brazil’s advertising market but also sets a precedent for how big tech and regulatory frameworks can evolve together. As digital influence grows, shared governance may be the key to more responsible communication.
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Author: Marília de Oliveira Fogaça, Thaís de Kássia R. Almeida Penteado and Cesar Peduti Filho, Peduti Advogados.
Source: Google se torna a 1ª big tech a fazer parte do Conar + https://www.poder360.com.br/poder-midia/google-se-torna-a-1a-big-tech-a-fazer-parte-do-conar/
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“If you want to learn more about this topic, contact the author or the managing partner, Dr. Cesar Peduti Filho.”
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