Brazil is a popular tourist destination for people all over the world. Brazilians are also big fans of travelling and can be found everywhere in the world, from India to Hawaii. The regulations for tourism advertising in Brazil are regulated but pretty simple.
Advertising in Brazil is a large, fast-growing market. Despite the new challenges brought by the development of digital media and the current difficulties seen in some other countries, this industry keeps expanding.
Zenith Optimedia estimates that, in 2015, the Brazilian advertising market will overtake the United Kingdom and became the 5th largest in the world. In 2013, BRL 32,2 billion was invested in advertising in Brazil, an increase of almost 7% in comparison to the previous year.
The world’s largest advertising agencies are all established in Brazil. They are all inserted in a dynamic market that deals with new platforms, new products and of course, new rules.
Who regulates Advertising
Regulations for advertising in Brazil are always changing, either by laws decreed by governmental spheres or by the entities that are responsible for regulating this industry in the country.
There is a joint effort to regulate advertising in Brazil. Many laws enacted by municipal, state and federal government affect this industry directly. The main entity responsible for the regulation of advertising in Brazil is a non-governmental organization known as Conselho Nacional de Autorregulamentação Publicitária, CONAR or National Council of Self-Regulation Advertising.
CONAR’s main function is to supervise the principal ethics in the advertising industry. They have a board of professionals that receive any complaints made by customers, companies, organizations or authorities.
CONAR’s professionals will investigate if anyone felt offended, attacked or misled by an advertisement or promotional action. Consequences can vary from the edit of an advertisement to its complete removal, and even applying fines, in some cases.
In advertising it is important to be truthful and provide all necessary information. Besides attending the general provisions, advertising for tourism, travelling, excursions and the hotel business must not disappoint the consumer. Therefore, the advertising material must contain the following information:
- The company or organization responsible for the excursion
- Mode of transportation whether it be plane, ship or any other mode of transport, class of travel and the name of the company performing this service
- Destination and itinerary
- Exact duration of the excursion and how long the stay is in each place if stopping at multiple locations
- Type and rating of accommodation
- Meals that might be included
- Any additional information such as excursions or tours
- Total price of the excursion, at least with a minimum and maximum indicating what is not included (tips, airport pick up, etc)
- Cancellation conditions
If any of these conditions are not specified in the advertisement, the company can be advised to change it or even have the advert taken down. This is what happened to an advert put up in a subway station in Rio de Janeiro during the 2014 World Cup. Consumers found the Coca-Cola advertising abusive and encouraged sex tourism. The decision was that this advert should be taken down.